Business Forum at the Singapore Grand Prix

Alex Yoong

Motorsport is all about passion, excitement and adrenaline…. plus of course, money and business!

The business that drives motorsport will be discussed by a range of experienced F1 and motorsport senior personal at the Motorsport in Asia Business Forum over the days of the Singapore Grand Prix.

Hosted by Winterhill Hospitality in collaboration with Asia Motorsport Development, the main focus of the forum is to be educational for participants in Asian motorsport, so they can leave with valuable information on understanding the industry and how to attract and keep sponsors.

As a business, the Global Motorsport Industry, in the UK alone, is estimated to be worth in excess of US$ 13 billion. With Formula One as the pinnacle, global motorsport as an industry is one of the most technologically advanced, packed full of technical innovation, which in the spirit of pure entrepreneurial competition, is the ultimate high pressure proving ground.

Racing teams and drivers have an insatiable appetite for money.

Now more than ever it is imperative to look after sponsors. To achieve this, many use what has been described as the “Octopus” principle, based on putting your arms around the partner to give them a big loving cuddle, whilst ensuring that there is no room for them to escape!

The global motorsport industry is now the ultimate breeding ground for technical expertise and fresh thinking which can be channelled into a range of improved solutions that can enhance performance, cut costs or increase efficiencies and motivate staff.

A very important element of sponsorship is for the team or driver to actively work with the sponsor to translate their creative ideas into a practical workable solution, as companies need to make their sponsorship expenditure work. Apart from the traditional activation elements of PR, media, marketing, advertising, entertaining and promotion, many companies are now using motorsport as a motivational illustration of business lessons that can be learnt from the sport, such as competition, precision, teamwork and communication.

The timing could not be more perfect for motorsport’s further development in Asia!

Some of the topics to be discussed at the forum will include: how a sponsors use motorsport to promote their brand; how they ‘activate’ sponsorship for a return on investment; how in this increasing increasing technologic world people now consume motorsport in the digital era; and how to nurture future motorsport talent through e-Sports,

The Speakers currently confirmed are:

  • Alex Yoong, ex F1 driver, Audi R8 Triple Champion and Fox Sports Asia F1 expert
  • Andreas Schicker, Head of e-Sports & Gaming, Logitech
  • Andrew Denford, Founder & Chairman of F1 in Schools
  • Nigel Geach, Senior Vice President, Global Motorsport, Nielsen Sports 
  • David Sonenscher, one of Asia’s leading race promoters
  • Alexandre Gibot, Head of Porsche Motorsport Asia Pacific
  • Lee Lung Nien, President, Motor Sports Singapore
  • Robin Fenwick, Managing Director and Founder, Right Formula, sports marketing
  • Peter Burns, Ex F1 McLaren Marketing Manager, Partner Asia Motorsport Development
  • Ben Potter, Editor in Chief, Pit Talk Asia, Founder Asia Motorsport Development
  • Charlie Charters, Director Winterhill Hospitality.

This is an important event for, anyone involved in the motorsport industry, or those looking to get involved, and they will learn about effective sponsorship, the business of F1 and the motorsport industry.

The event will be held in the prestigious Podium Lounge at the Ritz Carlton Hotel in Singapore and tickets not only give access to the Motorsport Business Forum, but also to the evenings nightly entertainment which includes Pixie Geldoff, Coolio and Macy Gray.

More info: