How we got
our name
Phonetics: Seb-a-dohr
We wanted a name that was different to the norm. Something unique. Something that grounds us to our core and to our passions. Motorsport & Technology.
SEBASTIAN
The Patron Saint of
Sport & Athletes
ISIDORE
The Patron Saint of
Technology & Innovation
Founding story
Founded in 2019, Sebadore is borne of rightsholder, brand and big agency experience.
The influx of technology companies looking to leverage sports sponsorship, particularly motorsport, as part of their marketing strategy in 2019 was one of the key trends.
A trend that looks obvious now, but was less so back in 2019, was the amount of tech companies looking to leverage sports sponsorship, particularly motorsport, as part of their marketing strategy. With tech companies being more nuanced in their needs than your typical brand partner, we felt big agencies were not well equipped to service them. So, Sebadore was formed to address the gap in the market that, not so coincidentally, aligned to our passions. Win-win.
Rich Soddy
Ex WPP | FastTrack | Red Bull Racing | Investec | Unilever | JMI.
With 20 years in the sports marketing space and experience spanning agency, brand and rights holder, Rich has a wealth of industry knowledge, experience and contacts. Having worked in F1 for 18 years, motorsports has been a focus, but he also brings with him experience across other international sports such as football, rugby and mass participation events.
James Paton (JP)
Ex IMG | Rugby Football Union | Red Bull Racing | JMI.
James has over 18 years industry experience focussed around commercial partnerships - both acquisition and management. James has worked in numerous motorsport roles including Red Bull Racing (Formula 1), providing partnership management and activation guidance to some of the team's biggest partners, at JMI, where he held numerous commercial roles, ultimately leading business development within the motorsport division. James lives with his fiancée Jen and Pip the dog in Margate. A fan of exploring the Kent countryside, James loves to hike and discover local vineyards & cider farms along the way!