💥 LinkedIn Top Voice voice in motorsports 💥

Hit the 🔔 and follow me for insight into the world of motorsports across: 

🏁Sponsorships
🏁Branding 
🏁Licensing
🏁Education 
🏁Mentorship
🏁Industry news
🏁Female representation

I can support you select the best motorsport partnership for your brand.

Motorsports can open you up to an audience of over 1 billion people worldwide. 

🏎️ Formula 1 
🏍️ MotoGP
🔋 Formula E
🏎 WEC

For the last 24 years I've worked with some of the world’s biggest brands, providing: 

-  Exclusive partnership opportunities 
- Negotiation of deals and collaborations 
- KPI setting and measurement of ROI
-  Bespoke brand activations 

How does it work?

- A tailored approach 
- Unbiased data driven roadmap 
- Built around your commercial objectives

7 reasons why motorsport:

1. 𝗚𝗹𝗼𝗯𝗮𝗹 𝗔𝗽𝗽𝗲𝗮𝗹
Major motorsport events have a global following, attracting fans from diverse backgrounds and cultures

2. 𝗧𝗵𝗿𝗶𝗹𝗹 𝗮𝗻𝗱 𝗘𝘅𝗰𝗶𝘁𝗲𝗺𝗲𝗻𝘁
High-speed action, intense competition, skilful manoeuvring, providing fans with an adrenaline rush and excitement

𝟯. 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻
Motorsport serves as a testing ground for cutting-edge automotive technology, driving innovation in vehicle design, aerodynamics, and safety features

𝟰. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗗𝗿𝗶𝘃𝗲𝗿𝘀
Star drivers, such as Hamilton, Leclerc, Norris, Marquez, contribute to the sport’s allure, building a fanbase beyond traditional motorsport enthusiasts

𝟱. 𝗠𝗲𝗱𝗶𝗮 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲
Extensive media coverage, documentaries, series, online content, help reach a broad audience and keeps fans connected

𝟲. 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴
Motorsport provides global platforms for sponsors to showcase their brands, enhance the brand reputation, build B2B opportunities

𝟳. 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝗙𝗮𝗻 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁
(Motorsport fans are a huge community online and offline, ready to be engaged and live the excitement of the sport they love)

Silvia Schweiger

Youngest polesitter in Formula 1 history, beating Sebastian Vettel’s record.

First Italian on pole since 2009.

Andrea Kimi Antonelli made history today, and as an Italian I couldn’t be happier.

At just 19 years old, he delivered a remarkable lap under pressure.
While his teammate George Russell was struggling, Antonelli stayed calm, improved on his previous time and secured a pole position that will be remembered for a long time.

Some may say: it’s just a pole position.
But when you are 19 years old, in Formula 1, under that level of pressure…it’s much more than that.

Well done to Mercedes that believed in his talent early, and Toto Wolff that has been nurturing his development since he was a kid.

Well done Andrea 👏

Motorsport Sponsorship Strategist | Helping brands find, negotiate and activate the right motorsport partnership | 25+ years in the paddock

LinkedIn Fundamentals Course 

🏎️ Putting your brand in front of +2B people via motorsports 🏎️

💥 I'm a leading voice in motorsports marketing for 20+ years 💥

Hit the 🔔 and follow me for insight into the world of motorsports across: 

🏁Sponsorships
🏁Branding 
🏁Licensing
🏁Education 
🏁Mentorship
🏁Industry news
🏁Female representation

I can support you select the best motorsport partnership for your brand.

Motorsports can open you up to an audience of over 1 billion people worldwide. 

🏎️ Formula 1 
🏍️ MotoGP
🔋 Formula E
🏎 WEC

For the last 20 years I've worked with some of the world’s biggest brands, providing: 

-  Exclusive partnership opportunities 
- Negotiation of deals and collaborations 
- KPI setting and measurement of ROI
-  Bespoke brand activations 

How does it work?

- A tailored approach 
- Unbiased data driven roadmap 
- Built around your commercial objectives

7 reasons why motorsport:

1. 𝗚𝗹𝗼𝗯𝗮𝗹 𝗔𝗽𝗽𝗲𝗮𝗹
Major motorsport events have a global following, attracting fans from diverse backgrounds and cultures

2. 𝗧𝗵𝗿𝗶𝗹𝗹 𝗮𝗻𝗱 𝗘𝘅𝗰𝗶𝘁𝗲𝗺𝗲𝗻𝘁
High-speed action, intense competition, skilful manoeuvring, providing fans with an adrenaline rush and excitement

𝟯. 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻
Motorsport serves as a testing ground for cutting-edge automotive technology, driving innovation in vehicle design, aerodynamics, and safety features

𝟰. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗗𝗿𝗶𝘃𝗲𝗿𝘀
Star drivers, such as Hamilton, Leclerc, Norris, Marquez, contribute to the sport’s allure, building a fanbase beyond traditional motorsport enthusiasts

𝟱. 𝗠𝗲𝗱𝗶𝗮 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲
Extensive media coverage, documentaries, series, online content, help reach a broad audience and keeps fans connected

𝟲. 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴
Motorsport provides global platforms for sponsors to showcase their brands, enhance the brand reputation, build B2B opportunities

𝟳. 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝗙𝗮𝗻 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁
(Motorsport fans are a huge community online and offline, ready to be engaged and live the excitement of the sport they love)

The first women to have a Formula 1 circuit corner named after them.

Progress or just a symbolic gesture?

At the 2026 Australian Grand Prix, Turn 6 at Albert Park Circuit will be named after Laura Müller, Race Engineer to Esteban Ocon at Haas, and Hannah Schmitz, Head of Race Strategy at Red Bull, as part of the “In Her Corner” initiative.

Not drivers.
Not world champions.

Two engineers in F1.
Two women behind the pit wall.

At first glance, it might look like the classic International Women's Day symbolic gesture.

But this initiative recognises something very simple: visibility matters.

If you can see it, you can be it.

If a young girl walks around Albert Park and sees a corner dedicated to someone doing the job she dreams of, that can be powerful.

The more the sport shines a light on women working in different roles across the industry, the easier it becomes for the next generation to imagine themselves there too.

And that, for me, is progress.

If you could dedicate a corner to someone in motorsport, who would it be?


#IWD26 #LinkedInNewsUK

My favourite 3 activations after the first 2026 F1 race.

1. “It must be the water”
The San Pellegrino water bottles for the Ferrari drivers are a perfect example of how a partnership that translates also into product placement.

Water naturally placed exactly where the drivers need it.

And the line “It must be the water”, taken from the famous radio exchange with Charles Leclerc, turned into a marketing asset.

Great product placement and excellent PR

2. The LEGO helmet.
LEGO produced full-scale helmets that the Ferrari drivers actually wear.
After the LEGO cars and the podium trophies, this is another clever step in the partnership.

The helmets are incredibly detailed and faithful to the drivers’ 2025 liveries.
A fun and elevated crossover between F1 and LEGO culture.

From a marketing perspective, it’s a great example of using spectacle to support a licensed product line.

3. Gatorade Run the Track.
At sunrise, 1,400 runners had the chance to run the Albert Park circuit.

A once-in-a-lifetime opportunity to run the full Grand Prix track during race week.

A smart way to use the circuit for a unique activation that brings together two passions many fans share: running and Formula 1.

***

+ Bonus: The KIT KAT full chocolate F1 car
A life-size Formula 1 car made entirely of chocolate.
Part playful stunt, part design piece.

It created a strong moment of engagement, especially among younger and more casual fans who increasingly see Formula 1 as lifestyle content as much as sport.

Creative, unexpected, and highly shareable.

P.S what's your favourite partnership activation?

What a moment for Italian motorsport.

Being at COTA in Texas and seeing so many Italian flags, and so many American fans celebrating Marco Bezzecchi’s MotoGP victory, was something special.

At the same time, in Japan, Italian driver Kimi Antonelli was making history.
Winning his second F1 race and becoming the youngest driver ever to lead the Championship.

And Aprilia, the only Italian manufacturer in MotoGP, finishing first and second...truly remarkable.

And then there’s Jannik Sinner, winning in Miami and celebrating Kimi and Marco while still on court.

Different sports, different stages, but the same energy and passion.

What I loved even more is the respect and appreciation they show for each other. A generation that is proving that winning is not a solo journey, but a team effort.

Moments that tell a story of talent and determination, brought to the international stage with a uniquely Italian passion.

Forza Italia 🇮🇹

P.S. Who are you rooting for among these amazing Italian talents?
Bez
Kimi
Jannik

“What makes people pay attention to you in a crowded market?”
“How do I grow and become more visible?”
“Is it easier because you work in a niche?”

I get asked this a lot.

The answer is simpler than most people think.

It’s not the format.
It’s not the algorithm.
It’s not even the topic.

It’s your personal intellectual property.

That means:

- Your story
- Your experience
- Your knowledge
- Your reputation
- What you’ve seen, done, learned
- What worked. What didn’t

That’s what makes your content relevant to your audience.

Because it’s real.
Because it’s grounded in experience.
Because it reflects something they can trust.

After 25 years in motorsport, I’ve learned that the most valuable content I can share is not about showcasing the last sponsorship deal.

It’s about what sits behind it.

The conversations.
The negotiations.
The challenges.
The patterns you only see after years in the industry.

That becomes your personal playbook.

And that’s where real value comes from.

Not from trying to say something new or controversial.
But from sharing insights built on real experience.

That’s the human advantage.

And that’s what communities, businesses, brands and decision-makers actually look for.

In a world full of AI-generated content, your IP becomes your differentiation.

It’s what makes you relevant.
It’s what makes you credible.
And ultimately, it’s what makes people trust your advice.

What’s something only you can share from your experience?


P.S Thanks to all the 30K people following me ❤️

Who decides who deserves to be a Formula 1 fan?

Do you need to know every driver to be allowed to enjoy the experience?

I’ve read many posts on social media criticising an influencer at the Australian Grand Prix who allegedly asked Carlos Sainz who he was.

For many people, that moment felt disrespectful and sparked a broader debate about who should have access to major sporting events.

I can understand the reaction.

Formula 1 has been built over more than 70 years by extraordinary drivers, engineers, teams and millions of passionate fans around the world.
Respect for that heritage, and for the drivers who are the protagonists of the sport, absolutely matters.

But there is also another reality.

Sport is also entertainment and experience.

Some people go for the racing.
Some because they follow a driver or a team.
Some because it’s simply a great event.

And yes, some come through social media and get access to the paddock and  VIP Paddock Club.

What’s wrong with that?

Gatekeeping how people discover a sport, or how much they need to know to deserve to be there, has never helped it grow.

Formula 1 today fills grandstands, attracts millions of new viewers and expands into new markets precisely because it has opened its doors to different audiences.

Some will stay.
Some won’t.

But every fan starts somewhere.

Sometimes you just need the chance to experience it, and fall in love with it.

In my 25 years working in motorsport, I’ve seen countless people in paddocks or hospitalities who didn’t have a clue about the sport, but were enjoying the event anyway.

And honestly, it’s great to see how happy they are when they leave the event, because sometimes a great experience is exactly what turns someone into a fan.

The US is the market every global sport wants to win.

MotoGP included.

And for good reason.

It’s the largest sports and media market in the world. 
Even small gains here can translate into significant growth across media rights, sponsorship, and licensing.

MotoGP already has a global fanbase of over 630 million.

But the US? 
It is still underdeveloped compared to Europe and some emerging markets.

Which makes it not a saturated market, but a real opportunity.

The fundamentals are there.

MotoGP saw record attendance in 2025, with 3.6 million fans across race weekends.
9 attendance records.
Over 311,000 people at Le Mans alone, the highest ever.
A digital ecosystem of more than 60 million followers.

And, importantly, a product on track that delivers.

Exciting racing.
Easy to follow.
Unpredictable outcomes.

Off track, the entertainment offer keeps improving too.

But entering the US market also means understanding it.
And adapting to it, with patience.

***

Fun fact.

Do you know how big the US flag at COTA is?
I asked this question to many people in the paddock.
The most frequent answer was "almost half a football pitch" 🤔

It looks like it's nearly 300 square meters.
Bigger than a tennis court.
Slightly smaller than a full basketball court.

It's massive.

Now the real question:
How many Brembo brakes would it take to cover it entirely?

Mauro Piccoli... you knew this question was coming, right? 😅

0.0008% of LinkedIn’s 1.2 billion members are Top Voice.

That’s about 1 in 125,000.

You could fill two sold-out Wembley stadiums… and only one person would have it.

Impressive? Yes.
Easy? Not at all.

You don’t get there overnight, nor by being a natural at creating content. 
And never alone.

Last week I attended the Le Centile Creator Community event, bringing together top 1% creators to build a tighter community and collaborate across industries.

And that’s exactly the point.

No matter where you start, your industry, your age, your experience, growth doesn’t happen in isolation.

It happens through curiosity, conversations and collaboration.
Through listening (not just to those who ask something from you) but to those who genuinely want to exchange and share.

And maybe that’s why this resonates with me.

This didn’t come naturally to me.

I started my career before social media existed 🤫
But curiosity, and an instinctive need for human exchange and challenge, made me lean in instead of stepping back.

The context changes. The principle doesn’t.

Curiosity and energy are what keep you moving forward.

The badge might be rare.
But what sits behind it isn’t.

Consistency. Perspective. And the people around you.

Because in the end, no one achieves their goals alone.

Thanks to Elfried Samba and Butterfly Effect for having me and to Elena Freeman and Jeremy Boissinot for the flawless organization.

25 years ago, I would never have imagined that one day I would be lecturing and mentoring in motorsport.

Back then, I was focused on learning, navigating the industry and proving myself.

Today, the 4th edition of the Master in Motorsport Marketing with the 24ORE Business School has just finished, and I feel genuinely grateful.

Being a lecturer is much more than sharing slides or frameworks.

It’s showing that motorsport isn’t fandom and glamour first: it’s competence, strategy, structure, resilience and commercial intelligence.

For me, lecturing in motorsport is also about representation.

Guiding and inspiring the next generation of professionals makes me feel accomplished and proud.

If I can inspire and support even one person who dreams of working in this industry, then I feel I’ve done something meaningful.

This sector needs prepared professionals.
Curious minds.
People who understand both passion and business.

To all the participants of this edition: thank you for your energy, your questions, your ambition.

Best of luck for what comes next.

I’m quite sure our paths will cross again and that will be the most rewarding part 🏁

Ciao!

Get your brand in front of 2B+ people with motorsport

24ORE Business School

I hit 2.3 million impressions explaining why sponsorship work.

Reaching those numbers on a topic like this still makes me proud.

For more than 20 years, I’ve been explaining to brands why investing in motorsport makes strategic sense.

Today, with F1 evolving into a cultural phenomenon, that conversation is easier.
But the principle hasn’t changed.

Sponsorship means brand exposure, and much more.
It’s visibility and relevance built on shared passion.

Fans and sponsors are linked by the same emotional investment in a team, a driver, a championship.

That’s why sports sponsorship works.
One word: passion.
When we’re emotionally invested, we pay more attention.

And attention is the most valuable currency in marketing.

In the video, I explain why sponsorship becomes long-term brand equity built on human behaviour.
And that’s why brands continue to invest billions in sport.

***

What makes me proud  about this video is something else.
For years, this topic was considered niche.

Too specific. Too technical. Too “industry”.
And yet, 2.3 million impressions tell a different story.

There is a real appetite to understand how sport works beyond the track,
the business, the psychology, the strategy behind it.

And I’m glad to be part of that conversation.

Let me ask you again:

Have you ever chosen a product because it sponsors your favourite team?

(I did, several times 🤫)

How do you measure the ROI of your investment?

It’s a question I see at almost every conference I attend.

Even yesterday at the BlackBook Motorsport Forum, it came up straight away when speaking with brands investing in F1.

The reality? 
There isn’t a single, straightforward answer.

Because ROI doesn’t start with numbers.

It starts with being clear on what success means for each single company.

On the brand side, commercially, in terms of engagement, consideration, sentiment and so much more...

Only once that is clear does measurement start to make sense.

Yes, you can look also at exposure.
Impressions. Reach. Media value.
What would that visibility have cost in paid media?

But that’s only one part of the picture.
ROI is not one number.
It’s layered. 
Some elements are tangible, others less so.

The real question for me is:
Are your KPIs aligned with your strategy, and across your organisation, from the very beginning?

Because yes, ROI is measurable.
But only if you’re clear, from day one, on what really matters to you.


P.S thanks Luca Guzzabocca for having me, always great to learn from the best in the industry.

P.P.S Happy to see MotoGp on stage with F1 and NASCAR 👏

"Who’s winning?"

That’s the wrong question when selecting a sport ambassador.

Selecting an ambassador starts with the brand, not the grid.

Values.
Objectives.
Target audience.
Marketing and commercial goals.
The equity you want to build.

Only once that is clear, you start looking for the right person.

And then the real work begins.

I attend press conferences and media scrums to get to know riders or drivers as much as possible.
But I also watch what happens when the cameras aren't rolling.

How do they walk into the media centre (or not)?
How do they interact with journalists, staff, fans?
Are they present, professional, respectful, even after a difficult race?

Their level of english.
Their personality.
Their charisma.
Are they naturally engaging.
Do they have a sense of humour?

Media duties are rarely their favourite moment.
So I watch how they manage them.

I also pay attention to their managers, entourage, and press officers.

How they treat people.
How they handle access, relationships, difficult moments.

Because one day, those same people will be sitting across the table with your team, your clients, your guests.

Knowing them is essential.
You need to understand how professional everyone is.

This is not information you find in a results table.

It comes from time in the paddock.
From constant observation.
From relationships built over years.

That’s what protects a brand investment.

The championship standings?
The cherry on top an already beautiful and good cake.


P.S Would you choose a champion, or the right person for your brand?

📈Sales🛡️Leadership 🎯Strategy 🎓Coach |🥇+$750-Million in Sales Strategy Success |🏪B2B, B2C, B2D, B2R, B2AES |📧 lawrenceleroux@yahoo.com

As a 📈 Sales Leader |🥇 Sales Strategist |🎓 Sales Mentor |🎯 Marketing Specialist, I currently lead the sales and marketing for the 🏘️ Building |🏗️ Construction  |🛣️ Civil Construction |🏛️ Roofing in the following market segments: 🏭 B2B, B2C, B2D, B2Arch / Eng. /Spec Writers in Canada. With 25 years of international sales & business development  experience, I have successfully:  1. Introduced new products. 2. Sales strategies & services across multiple market segments. 4. Developed key accounts & distribution channels. 4. Managed multi-million dollar contracts and projects.

My professional sales experience and business ownership has been my passion, and enables me to understand the needs, and challenges of my many clients, and provide them with innovative products and service solutions. I have a proven track record of delivering sales results new business growth for multinational companies in various industries, such as: 🚘 Automotive |🪵 Timber |💧 Water treatment  |🏭 OEM |🧑‍🔬 Industrial  |🛢️ Oil & Gas | 🏗️ Retail Channels. My current business focus is providing sales and marketing service solutions to grow business in the 🏗️ Building and Construction industry across Canada and the USA .

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Lawrence Le Roux

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