Sponsorship strategy
Circle8 & Aston Martin Formula 1
Developing sponsorship strategy, activation, hospitality and content for Circle8’s Aston Martin Formula 1 partnership.
The Sprint
What the Strategy Sprint involves
We get under the hood of your brand, objectives and partnership ambition, then build the strategy that connects them. The Sprint suits any brand that needs guidance on how to set up, manage and maximise the rights, benefits and IP in its sponsorship contract.
At the end of the 30 days you have the foundations and the plan for your motorsport activity: a strategy your stakeholders can sign up to, an activation plan, and the measures that show whether it is working. If F1 is not the right answer for you, the Sprint will tell you that too. Read why brands choose Formula 1 for the wider case.
How it works
Two phases in 30 days
The Sprint covers the first two phases of our three-phase process: discovery and strategy, then activation planning. Phase 3 is how we deliver it, when you are ready.
We agree the start date, stakeholder availability and review milestones before the Sprint begins.
The Strategy Sprint30 days · fixed fee
Phase 1
Discovery & strategy
1a · Brand discovery
A workshop or series of meetings with your stakeholders: company and brand overview, objectives, challenges, key markets, target audiences, existing marketing strategy, and what success looks like in three years.
1b · Partnership strategy
We distil the discovery into a one-page partnership strategy roadmap and a full strategy document, with our view of how Formula 1 fits your brand and business, backed by targeted market research where it helps.
Phase 2
Activation planning
2a · Rights and asset assessment
We assess contracted or potential rights against your strategy, identifying the assets your programme needs and how they can support your objectives.
2b · Activation planning
An activation plan that makes the most of those assets and delivers against your partnership goals.
2c · Measurement and evaluation
We define what success means for your partnership, set the KPIs and build the framework to report against them.
Phase 3 · After the SprintOngoing delivery
Phase 3
Delivery & iteration
Not part of the Sprint. When you are ready, we deliver the plan with you, measure it and keep improving it. See all our services.
3a · Activation toolkits and delivery
Our team of specialists creates and delivers your activation programme, maximising value and return.
3b · Evaluate and iterate
We evaluate activation against the agreed KPIs, working with specialist research providers and your internal teams.
3c · Strategic reviews
Twice a year, we review the partnership as a whole and refine the plan for the season ahead.
Who it is for
Built for marketing, brand and sponsorship leaders
The Sprint is for companies at any stage of a partnership, whether they have a deal or not.
01 · Before you commit
You are considering a first sponsorship in Formula 1 or motorsport, and want an independent view before you sign.
02 · Just signed
You have signed a partnership and need a plan to use the rights you are paying for.
03 · Approaching renewal
You are coming up to a renewal and want to know whether the partnership is working.
Need something smaller, such as race tickets or a single guest weekend? We do that too. See how you can work with us.
Your Sprint deliverables
We agree the deliverables before work begins, tailoring the scope to your objectives and stage of partnership.
- Review of brand marketing and sponsorship objectives
- Objective setting
- KPI setting
- Measurement and evaluation framework
- Sourcing and commissioning external data and insights (where relevant)
- Creation of an asset matrix
- Sponsorship narrative: the golden thread
- Activation ideation and planning
- Asset mapping
- Internal stakeholder and rights holder engagement
- Sponsorship knowledge share and upskill
- Sourcing agency partners (where needed) to support the programme
- Bespoke partnership playbook
Terms. A fixed 30-day programme for one fixed fee, agreed in writing before we start. You know exactly what you are getting and what it costs, with no hidden extras.
Strategy work we have delivered
See more case studies
Rights negotiation
DNSFilter & Andretti Autosport
Developing sponsorship strategy, negotiating rights and delivering activation alongside a complete brand overhaul.
Sponsorship strategy
Teijin & Envision Racing
Reviewing a global Formula E partnership ahead of renewal, securing additional rights and identifying opportunities for stronger activation.
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
Sebadore turned an ambitious idea into a programme that worked for our business. They negotiated the right partnership with Andretti Autosport, made sure every asset had a commercial purpose, and gave DNSFilter a brand to match our ambition.
Colin Britton
Chief Operating Officer
FAQ
Frequently asked questions about the Strategy Sprint
Do we need to have signed a sponsorship already?
No. Before you sign, the Sprint defines your objectives and assesses the partnerships and rights that could meet them. If you already have a sponsorship, we build a strategy and activation plan around your existing assets. It can also help you reassess priorities ahead of renewal.
How much of our time does it take?
Most of the work sits with us. Your team contributes through discovery sessions, sharing relevant information and reviewing the strategy and activation plan. The time required depends on the number of stakeholders and business units involved. We agree the sessions and review milestones before starting.
Is it only for Formula 1?
No. Formula 1 is our specialism, but the same process works for other motorsport and sports partnerships.
What happens after the 30 days?
You leave with your sponsorship strategy, activation plan and measurement framework. If you’d like us to deliver the programme, we agree a separate scope and fee. There is no obligation to continue.
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