A Formula 1 car races under the floodlights in front of a packed grandstand at the Singapore Grand Prix

The people behind Sebadore

Founded and led by Rich Soddy and James Paton, Sebadore helps brands identify, secure, activate and measure Formula 1 and motorsport partnerships that deliver against real business objectives.

Talk to the foundersMeet the founders

Rich or James will reply personally within one working day.

Our agency model

Win, win, win

Sebadore is the two of us, Rich and James. We’re the only full-time employees of the business.

We operate transparently: we never overcommit ourselves and never double-bill our time.

So how do we scale? We tap into our trusted network of freelancers, contractors and complementary agencies, or hire full-time staff to reflect a client’s requirements. It lets us build up or trim back, tailoring our team directly to each project.

This hybrid approach removes costs from our business, so we can pass the efficiencies on. Our clients only pay for what they need: not the overheads, the fancy offices or the corporate golf days.

  • It works for our clients.
  • It works for our network.
  • It works for our business.

Why independent

Independent by design

Your objectives shape our advice. We identify the right team, series or event for your brand, then use our understanding of teams and rights holders to build a partnership that works for everyone.

Objective advice

We assess teams, drivers, series and events against your objectives, identifying the right fit for your brand and budget.

Better deals

We use our knowledge of rights holders to negotiate the rights, assets and terms that matter most to your programme.

Senior leads

You have direct access to our founders, with the right combination of senior experience and specialist expertise for your programme.

The founders

Rich Soddy & James Paton

When you work with Sebadore, you work directly with us. Between us we have more than 35 years in sports marketing, over 30 of them in Formula 1 and motorsport, across teams, brands and major agencies. We both worked in the partnership team at Red Bull Racing, so we know how a partnership works from every side.

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.

rich@sebadore.com

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.

james@sebadore.com

The Driver Lounge

We also own and operate The Driver Lounge, home of the Schumacher Lounge at the Italian Grand Prix in Monza.

Sebadore co-founder Rich Soddy on stage interviewing former Formula 1 driver David Coulthard

Rich Soddy interviewing former F1 driver David Coulthard

Our name

What’s in a name?

We started Sebadore in 2019 to help technology brands get more from motorsport. Today we are motorsport experts and Formula 1 specialists, helping brands across sectors build and deliver sponsorship programmes.

And the name? It’s the question we’re asked most. Sebadore brings together two patron saints, and the two passions our agency was built on: sport and technology.

Saint Sebastian

Patron saint of sport and athletes.

Saint Isidore

Patron saint of technology and innovation.

Sebadore

The intersection of sport and technology.

Trusted by Fortune 100, S&P 500 and high-growth, VC-backed businesses

  • AB InBev
  • Formula 1
  • Heineken
  • Citi
  • CrowdStrike
  • J.P. Morgan
  • Nikon
  • ibotta
  • Quantum Metric
  • Circle8
  • Teijin
  • F1 Tickets
  • Hisense
  • 1Password
  • Saudi Automobile & Motorcycle Federation
  • Bonhams
  • DNSFilter
  • Moët Hennessy

FAQ

Frequently asked questions about Sebadore

Why is it called Sebadore?

Sebadore brings together Saint Sebastian, associated with sport and athletes, and Saint Isidore, associated with technology and innovation. The name reflects our beginnings helping technology brands connect with sport. Today, we work across sectors, with sport and technology remaining central to our experience.

How is Sebadore paid?

We agree our fees before work begins. Defined projects usually have a fixed fee, while ongoing support is typically charged through a monthly retainer. Some assignments include a success-based fee or commission when a deal is secured. Where that applies, we explain how it works and who pays it.

Where are you based?

We’re a UK agency working with clients worldwide. Our founders are based just outside London, and our registered office is in Banbury, Oxfordshire, within Motorsport Valley. We work remotely and meet clients in person, including in London and at race events.

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 can we work with you?

We offer individual projects, specialist services and ongoing support. That could mean arranging a guest race weekend, reviewing an existing sponsorship or managing a season-long programme. We shape the scope around your objectives and the expertise you need.

Talk to the founders

Tell us what you’re considering. Rich or James will come back to you personally within one working day.

Rich Soddy

Co-founder

rich@sebadore.com

James Paton

Co-founder

james@sebadore.com

Or call +44 (0) 7793 084605