Activation planning · Formula 1
Circle8 & Aston Martin Formula 1
A season-long activation plan, from race hospitality and a Silverstone driving experience to internal engagement and branded content.
Activation planning
Make every right count
Signing a partnership is just the start. Its value comes from how you use it.
We connect your sponsorship assets to the audiences and objectives that matter to your business, creating a coordinated programme of activity throughout the year. Every activation has a purpose, with a clear role for your marketing, sales and internal teams.
What we deliver:
- Sponsorship asset matrix and mapping
- Season-long activation calendar
- Activation ideas and campaign concepts
- Partnership narrative connecting your brand and sponsorship
- KPIs and measurement framework
- Internal engagement plan
How we work
From rights to results
Activation planning is available through our 30-day Strategy Sprint or as a standalone service built around your existing strategy. Three steps turn your sponsorship rights into a plan your team can put into action.
Map your assets
We review the rights, benefits and intellectual property in your contract, identifying how each can support your objectives and reach your target audiences.
Build the plan
We develop activation ideas and a coordinated calendar across marketing, content, sales, hospitality and internal engagement, with clear priorities and responsibilities.
Define success
We set the KPIs and measurement framework so your team can track performance, understand what works and refine activity throughout the partnership.
Examples
Activation in action
An exclusive driving experience at Silverstone.
The IndyCar as a showcar on the trade show stand.
A simulator challenge with Fernando Alonso for guests.
Heineken 0.0 trackside at the Chinese Grand Prix.
Launch content at the S.O.C. weekend in Puglia.
Branded content: the IT Origins film.
A driver Q&A with Fernando Alonso.
Paddock hospitality at the Andretti transporter.
Max Verstappen, Heineken ambassador.
Content capture on the S.O.C. caravan through Matera.
A behind-the-scenes garage visit for guests.
Ways to activate
How brands activate a Formula 1 partnership
Every activation should have a clear purpose. We build programmes around your objectives and available rights, combining the activities that will make the greatest impact for your brand.
Trade shows and events
Bring your stand to life with showcars, simulators, team appearances and F1 content that attract visitors and create opportunities for sales conversations.
Thought leadership and content
Create white papers, case studies, webinars and films that connect your expertise to the performance, innovation and ambition of Formula 1.
B2B hospitality
Build relationships with customers and prospects through race weekends, factory tours and private events that create time for meaningful conversations.
Sales enablement
Equip your sales teams with partnership messaging, presentations, incentives and CRM campaigns that make sponsorship part of the sales process.
Product and technology stories
Show your product or technology at work within the team, turning the partnership into a compelling demonstration of its capabilities.
Partner network
Develop relationships across the team’s partner network, creating opportunities for introductions, joint projects and co-marketing.
Employee engagement
Connect your people to the partnership through internal campaigns, competitions, incentives and team visits that build pride and participation.
Brand, social and consumer campaigns
Engage your audiences through driver and team content, social campaigns and promotions, from exclusive experiences to competitions for race tickets.
Not sure where to start? We can help you shape the right mix for your partnership.
Talk to us about activationActivation we have planned
See more case studies
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Corte Vetusto & Supercar Owners Circle
Planning the launch of a global spirits partnership, with a weekend of content designed to run for months afterwards.
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
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
FAQ
Frequently asked questions about activation planning
When should we start planning activation?
Ideally before you sign, so the rights you negotiate support the activity you want to deliver. If your partnership is already running, start now: we can identify upcoming opportunities and build a plan around the remaining season.
Can you plan for a partnership that is already running?
Yes. We look at what you need the partnership to deliver, then plan the rest of the season to get the most from the rights and assets you already have, and set you up for the seasons that follow.
Do you deliver the activation too?
Yes. We manage and deliver activation programmes, bringing in trusted specialists where the brief needs them. Delivery is scoped separately from activation planning, so you can use us for the plan, its execution or both.
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