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.
Case studies
Sponsorship strategy
Circle8 & Aston Martin Formula 1
Developing sponsorship strategy, activation, hospitality and content for Circle8’s Aston Martin Formula 1 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.
Rights negotiation
DNSFilter & Andretti Autosport
Developing sponsorship strategy, negotiating rights and delivering activation alongside a complete brand overhaul.
Creative design
Saudi Automobile & Motorcycle Federation
Developing strategy and creative for the inaugural Saudi Arabian Grand Prix, including the strapline ‘Overtake the Future’.
Sponsorship strategy
Teijin & Envision Racing
Reviewing a global Formula E partnership ahead of renewal, securing additional rights and identifying opportunities for stronger activation.
Events & hospitality
The Driver Lounge: Schumacher Lounge
Creating, producing and running our own trackside hospitality experience at the Italian Grand Prix, endorsed by the Schumacher family.
Rights negotiation
Corte Vetusto & Supercar Owners Circle
Negotiating a global spirits partnership with Supercar Owners Circle and developing the content strategy for its launch.
More of our work
Specialist projects across sport, technology and beyond, from hospitality and commercial advice to brand strategy and design.
Formula 1
Advising on hospitality and technology to shape a digital B2B content and networking experience for Formula 1’s global premium hospitality programme.
J.P. Morgan
Booking Susie Wolff for a client keynote at Lake Como.
F1 Tickets
Expert hosting for VIP guests at the Monaco, Belgian and Italian Grands Prix.
1Password
Sourcing race tickets and coordinating event logistics and police escorts for guests and VIPs.
Williams Racing
Creating virtual hospitality for fans, partners and guests at the 70th Anniversary Grand Prix.
Nikon
Delivering a Formula 1 insight briefing, helping Nikon understand the sport’s commercial landscape and opportunities.
Ibotta
Assessing the elite sports landscape and advising on sponsorship strategy, rights and potential partners.
A global beer brand
A global beer brand
Developing an independent Formula 1 strategy, assessing potential sponsorship rights, fees and returns.
Move AI
Combining brand strategy, marketing and business development to bring Move AI’s technology into sport ahead of a major investment round.
Cogniac
Developing a complete brand and business strategy for the computer-vision AI company.
NIU
Negotiating NIU’s partnership with Formula E champion António Félix da Costa.
Teslasuit
Bringing Lewis Hamilton’s qualifying lap to life through ‘Feel the Drive’, a haptic suit experience for Formula 1’s Paddock Club.
Equity X
Developing brand positioning, visual identity and creative direction for a fintech platform focused on sports team ownership.
Axiom Space
Defining brand positioning, audiences and tone of voice for the commercial space company.
Newton Mobility
Developing business and brand strategy for a Californian driving-technology start-up.
MacRebur
Supporting B2B sales activity to introduce its plastic-road technology to Goodwood Motor Circuit.
Every brief is different. From a focused strategy project to ongoing partnership management, we shape our involvement around your objectives, your team and the expertise you need.
Our case studies show the brief, the scope and what we delivered. Where results are commercially confidential, we respect that. We can discuss relevant outcomes where client permissions allow.
How we can work together
Sponsorship strategy
Define the role of sponsorship in your business and build a clear plan for a new or existing partnership. Explore Circle8.
End-to-end delivery
Bring strategy, partner selection, rights negotiation and activation together in one programme. Explore DNSFilter.
An extension of your team
Add specialist Formula 1 expertise and capacity to your in-house team. Explore Heineken.
Race weekend programmes
Bring together hospitality, guest operations and Formula 1 talent for your customers and prospects. Explore Citi and CrowdStrike.
Trusted by Fortune 100, S&P 500 and high-growth, VC-backed businesses
What our clients say
What brands say about working with Sebadore
Thank you for organising this great weekend! James and Rich, you were superstars: everything was perfect!
Kate Underwood
Director, Experience & Field Marketing EMEA
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
FAQ
Frequently asked questions about our work
Can you share the results of these partnerships?
Our case studies explain the brief, our role and what we delivered. Some commercial results are confidential, but we can discuss relevant outcomes where client permissions allow.
Do you only work with large brands?
No. We work with established global businesses, privately owned companies and high-growth challengers. We shape our support around your objectives, budget and resources, whether you need a focused project or an ongoing 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.
Explore Sebadore
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