Partnership management
Heineken &
Formula 1
Working as an extension of Heineken’s global sponsorship team across its Formula 1, Oracle Red Bull Racing and Max Verstappen partnerships.
Who we are
Brands we work with
Trusted by Fortune 100, S&P 500 and high-growth, VC-backed businesses globally.
Objective. Specialist. Trusted.
We combine strategic thinking with hands-on delivery, aligning your sponsorship programme with your business, brand and marketing objectives.
Whether you need a single project or a long-term partner, we work as an extension of your team.
Based just outside London, with our registered office in Oxfordshire’s Motorsport Valley, we work with brands across the UK and around the world.
1. Sponsorship strategy.
We define how sponsorship can deliver against your business, brand and marketing objectives.
2. Rights negotiation.
We negotiate the rights, assets and terms that give your brand the greatest value.
3. Activation planning.
Creating exciting, strategic marketing activation plans for the partnership that deliver on ambition and objectives.
4. Partnership management.
Working with brands' marketing teams on rights holder management and internal stakeholder engagement.
5. Events & hospitality.
We plan and deliver memorable guest experiences, from Grand Prix hospitality to bespoke off-track events.
6. Creative design.
Bringing the brand partnership to life through engaging creative design and physical collateral production.
7. F1 advisory.
Advising brands, investors and individuals on the full value of F1, including licensing, investment, business development and more.
Formula 1 sponsorship case studies
Explore our workHeineken &
Sponsorship strategy
Circle8 & Aston Martin Formula 1
Strategy, activation, hospitality and content for a challenger brand's team partnership.
Events & hospitality
Citi & Aston Martin Formula 1
Delivering guest programmes across multiple Grands Prix, from hotels and transport to side events and trackside hosting.
Creative design
CrowdStrike & Mercedes-AMG F1
Creating digital guest journeys, branded event collateral and Formula 1 talent experiences for CrowdStrike’s executive hospitality programme.
About us · Our specialism
Meet the founders:
Rich Soddy & James Paton
When you work with Sebadore, you work directly with the founders.
As a specialist Formula 1 sponsorship agency, F1 is where we have built our careers. With extensive experience across teams, brands and major agencies, we know how a partnership works from every side.
We keep the agency deliberately lean. Together with our trusted network of specialist partners and complementary agencies, we bring expertise from across the marketing landscape to deliver on your programme.
Rich Soddy
Co-founder
More than 19 years in sports marketing, 18 in Formula 1 and motorsport: WPP, FastTrack, Red Bull Racing, Investec, Unilever, JMI.
James Paton
Co-founder
More than 18 years in sports marketing, 14 in Formula 1 and motorsport: IMG, Rugby Football Union, Red Bull Racing, JMI.
We also own and operate The Driver Lounge, home of the Schumacher Lounge at the Italian Grand Prix in Monza.
What our clients say
What brands say about working with Sebadore
The work from Sebadore has been invaluable to us at Circle8 and our wider Axiom Group. Whatever we need, the team deliver on. We wouldn’t work with anybody else.
Mark Ragan
Chief Strategy Officer
Your experience and expertise for all things F1 was such an added bonus for our clients. We would have been lost without you this year!
Kay Chiu
Head of Client Engagement & Marketing
I’m beyond impressed and happy with what we achieved and what it’s going to do for the brand. Big thanks to Rich and James for everything as this was amazing!
Matt Tarallo
Chief Executive Officer
Thank you for organising this great weekend! James and Rich, you were superstars: everything was perfect!
Kate Underwood
Director, Experience & Field Marketing EMEA
Strategy Sprint: your sponsorship strategy in 30 days
Discovery, partnership strategy, property selection, activation and measurement planning, in a fixed 30-day programme. The quickest way to an independent answer on F1.
Phase 1 : Discovery & strategy
We build an end-to-end sponsorship strategy based on your business, brand and marketing objectives.
Phase 2 : Activation planning
From creating activation ideas to defining your KPIs, we devise how to bring your partnership to life.
Phase 3 : Delivery & Iteration
Ongoing delivery, separately scoped after the Sprint.
Together with our team of specialists, we create and deliver your partnership activation, routinely evaluating and iterating to maximise your return.
Why F1
Why brands choose Formula 1
827m
fans worldwide in 2025
42%
of fans are women
57%
of new fans are under 35
Our Why F1 deck sets out the full business case: audience, reach, hospitality and the partner network.
What CMOs say about F1
When you look at our criteria, global reach, sophisticated client activation and tech-centricity, Formula 1 is perfect across all three.
Gaurav Chand
Chief Marketing Officer
As the popularity of F1 grows, we have the chance to reach a huge audience that cares about the impact technology has on their favourite teams.
Ariel Kelman
Chief Marketing Officer
On broadcast brand exposure alone, AMD has seen a 14.5x return on investment, and it is not the only way to justify our sponsorship budgets.
John Taylor
Chief Marketing Officer
No other sport has been as dynamic in its evolution and embrace of new technologies.
Rachel Thornton
VP, Worldwide Marketing
Source: Forbes, Why tech marketing leaders are racing to sponsor Formula 1 ↗
FAQ
Questions about Sebadore
What does Sebadore do?
Sebadore is an independent sports marketing agency. We’re motorsport experts and Formula 1 specialists, helping brands plan, negotiate and deliver sponsorship programmes aligned with their business, brand and marketing objectives. Our services span sponsorship strategy, rights negotiation, activation planning, partnership management, events and hospitality, creative design, F1 advisory and more.
What does an F1 sponsorship agency do?
An F1 sponsorship agency helps brands identify the right partnership, negotiate sponsorship rights and turn those rights into marketing activity. Depending on the brief, it can also manage team relationships, coordinate campaigns and deliver hospitality. At Sebadore, we offer these services individually or as part of an end-to-end programme.
Do you work outside Formula 1?
Yes. We’re motorsport experts and Formula 1 specialists, working across championships worldwide. We also support clients with wider sports marketing, brand and commercial projects.
How does working with Sebadore start?
With a conversation with Rich or James about your objectives and the support you need. We then recommend an approach and agree the scope and fees, whether you need a single project, a strategic review or ongoing partnership support.
Talk to the founders
Tell us what you’re considering. Rich or James will come back to you personally within one working day.
Or call +44 (0) 7793 084605