Mics Out

F1 has gone from 13 commercial partners a decade ago to around 33 today, from a paddock that barred drivers from posting on social media to an always-on content operation, and from a linear US broadcast deal with ESPN to a streaming partnership with Apple.

Liam Parker, chief communications and corporate relations officer at F1, has a simple framing for all of it: none of it works unless the racing does.

In this episode of the Mics Out podcast, Parker joins motorsport editor Cian Brittle to discuss what "redefining reach" means in the Apple era, how F1 decides when its global partner roster is full, and why he would swap the word Americanisation for modernisation.

Recorded ahead of the Hungarian Grand Prix, the conversation also covers the collaborative fix to this season's new power unit regulations, fan activation work with Heineken and Lego, the markets F1 believes are underserved — India chief among them — and how the sport is contingency-planning the end of its season amid geopolitical uncertainty.

For the first time ever, Nascar is racing on an active military base.

 Yes, you read that right. There are few combinations that feel more quintessentially American. But how did this event come together?

Amy Lupo, president of Nascar San Diego, jumps on the Mics Out podcast to discuss how the series is striking a balance between tradition and innovation ahead of the inaugural race at Naval Base Coronado.

Peter Kenyon has a track record of overseeing sponsorship growth for some of the biggest teams in soccer.

Now, the former Manchester United and Chelsea chief executive is helping to transform the commercial fortunes of the Williams Formula 1 team.

In this week's episode of Mics Out, Kenyon sits down with Cian Brittle to discuss his approach to rebuilding the team's sponsorship portfolio.

Williams were in disarray when Kenyon arrived as an advisor in 2022. US private investment firm Dorilton Capital had purchased the Grove-based outfit for approximately €152 million (US$179.5 million) in 2020, yet the team still didn’t have a defined commercial and marketing strategy two years later.

The new ownership group also wanted the team to return to title contention despite scoring just eight points across 69 races between 2018 and 2021. Kenyon’s job was to ensure the commercial model matched Dorilton’s lofty on-track expectations, but the path to achieving that has been far from straightforward.

How do teams across the world operate in top-level motorsport?

Talking at the BlackBook Motorsport Forum, outfits from the world of Formula 1, Nascar, Supercars and the World Endurance Championship answered that exact question.

Moderated by Mics Out regular Tom Brown, hear from McLaren, 23XI Racing, Triple Eight and Team Jota on how these teams maximise their success off track.

The rapid commercial evolution of Formula 1 has been clear to see in recent years, but what makes the property so attractive to brands? At last month's BlackBook Motorsport Forum, representatives from LVMH, Lego, Revolut and Heineken appeared on stage to answer exactly that question. Moderated by the founder and CEO of Right Formula, Robin Fenwick, listen out for some best practice advice on how to bridge motorsport with fashion and culture, and also the big differences and opportunities between sponsoring a team and a series.

The new Formula 1 regulations have caused excitement and controversy in equal measure.

Should the increased number of overtakes be appreciated? Or are they too artificial to be enjoyed?

To answer those questions and more, host Cian Brittle welcomed industry personalities on stage at the BlackBook Motorsport Forum for a special live edition of the Mics Out podcast.

The session features Otmar Szafnauer, Harry Benjamin, Kate Beavan and Marc Priestley.

F1 has confirmed this year’s Bahrain and Saudi Arabian Grands Prix will not take place due to the ongoing conflict in the Middle East.

Both races were set to take place in April and, with no replacements lined up, there will now be a five-week gap in the Formula One schedule between visits to Japan on 29th March and Miami on 3rd May.

But, outside of the loss of on-track action, this decision has serious financial implications for the sport. Mics Out breaks down the ramifications.

As MotoGP begins its first full season under Liberty Media ownership, questions remain around the future direction of the series.

This week, Mics Out host Cian Brittle sits down with MotoGP's managing director of global marketing, Kelly Brittain, to find out how the championship wants to position itself.

As Liberty continues to adopt a cautious approach to its new motorsport series, MotoGP management has made a series of apparent F1-inspired decisions – but launching a unique and independent marketing strategy will be crucial for any future success.

After Tyler Reddick won the Daytona 500 to kickstart another season, Mics Out picks out the key narratives set to dominate a season of new beginnings and unknowns in Nascar.

How will permanent charters affect team values and investment moving forward? And will the absence of Steve Phelps have a long-term impact on the sport's direction?

Listen out for the full discussion, as well as analysis of Formula 1's decision to offer a surprise contract extension to the Circuit de Barcelona-Catalunya.

Cian and Tom also discuss the line between sport and entertainment after Formula E let influencers loose behind the wheel in Jeddah.

After Tyler Reddick won the Daytona 500 to kickstart another season, Mics Out picks out the key narratives set to dominate a season of new beginnings and unknowns in Nascar.

How will permanent charters affect team values and investment moving forward? And will the absence of Steve Phelps have a long-term impact on the sport's direction?

Listen out for the full discussion, as well as analysis of Formula 1's decision to offer a surprise contract extension to the Circuit de Barcelona-Catalunya.

Cian and Tom also discuss the line between sport and entertainment after Formula E let influencers loose behind the wheel in Jeddah.