Introduction to Partnership Marketing in Formula 1

A bitesize guide to global sports marketing and the commercial landscape of Formula 1

Self-Paced Course

Approximately 10 Hours

35 Lessons

For all learners

Course Description

This course utilises real-life business examples to showcase the vast potential of sports, particularly Formula 1, in building powerful brands. It delves into the intersection of engineering and marketing, offering insights into past successful partnerships and the evolving landscape of e-sports. Drawing from a diverse range of sources, the course benefits from the extensive industry experience of the instructor, ensuring a comprehensive and captivating educational experience.

This course encourages active student-instructor interaction, providing opportunities for industry networking, professional recommendations, and personalised advice, enhancing the overall learning journey.

Introduction to Partnership Marketing
in F1

Self-Paced Course
  • Lifetime Access to course materials
  • Ask questions and get feedback from the instructor
  • Earn an industry-recognised course certificate
  • Learn at your own pace & watch lessons in any order
  • Quizzes and assignments included

What You'll Learn

  • Understand of the global sports business landscape and how it can drive awareness, affinity and revenue
  • Discuss the relationship between brand communications, consumer behaviour and sales
  • Clearly differentiate between Sponsorship and Partnership and how this has evolved in Formula 1 over time
  • Identify the main stakeholders relevant to Partnership Marketing in Formula 1 and understand the commercial strategies employed by selected global brands

Course Modules

  • Introduction to global sports business
  • Formula 1 deep dive
  • ING in review – does a brand need to partner a successful F1 team?
  • Engineering vs Marketing: are they really that different?
  • The E-Sports revolution

The course also includes quizzes and assignments that models working in marketing in the Sports Business world!

This course is for you if...

You are a Marketing professional interested in the Sports Business industry

You wish to start a career as a Marketing professional in Sports Business

You are an engineer looking to deepen your understanding of the commercial world of Formula 1

Course Reviews

See what students have to say about this course

Thought Provoking and Engaging
Marc Seitz
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Gary brings a wealth of relevant content and case studies to helping students understanding marketing in Formula 1. This course has facilitated an excitement to go beyond the course material and understand how I might fit into this sport. A special note, the homework assignment were deliberately engaging and insightful - not something you see everday!
A Great Introduction!
Luiz Sampaio Athayde Neto
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Although, as an Automotive Engineer, I don't have much interest in marketing, management, statistics, and that stuff. But in Brazil, many universities have some modules related to that in their engineering programs, so I was already familiarized with it. And, if you are at this field of study and want to understand how marketing works in motorsport and F1, you must take this course. Gary is fantastic, very kind, and very experienced. Basically, I couldn't expect less from Motorsport Engineer Thank you, Luiz.
Great Course!
Guadalupe Altamirano Fernández
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In my eagerness to combine my financial/administrative career with my passion, which is motorsports, is I'm looking to have more knowledge about at which points do both topics synergize; and I must say that this course has helped me a lot. Thanks to Gary Rosewell and Motorsport Engineer, for sharing the knowledge gained in their years of F1 experience.
Mohammad Reza Izady
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It was informative and really well presented. As an engineer gained a good understanding of the marketing side of Formula one.
Fantastic Course!
Luigi Pandoz
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The course is really well done and conveys the right notions to get even more passionate about the subject. Gary is really prepared and conveys great passion and enthusiasm in his lessons full of interesting elements. The topics are treated flawlessly and rich in data, while the assignments are very useful thanks to the valuable feedback of the instructor. I highly recommend this course to those who, like me, have the dream of working in Formula One.
Very Good!
Pedro Esteves Afonso
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As a Marketing student this course was really useful to get a deeper understanding on how partnership marketing works in F1 and its advantages. Great content.
Fantastic Course!
Peeyush Javale
Read More
Partnership Marketing is a fantastic course. It shows the commercial side of the Formula 1, and gives a deeper understanding of how Partnership activation is done in sport. This course also gives incites of sports business and different roles and opportunities available in the industry. Everything is put together really well with case studies discussions which makes it even more interesting. I would highly recommend this to everyone, as there is a lot to learn. Thanks a lot .... Gary Rosewell and Motorsport Engineer.

Meet your course instructor

Gary Rosewell
Director at Sport 176 and Partnerships Director at Proteus Ocean Group

Gary has been a key figure in the global sports industry for over 15 years, working alongside a wide range of senior technical, sporting, and business professionals. His educational journey in International Business and French, followed by International Relations at universities in Bristol, UK, allowed him to blend his academic pursuits with his lifelong passion for sports. This combination sparked his interest in Formula One as a potential career path.

Starting with grassroots roles, Gary’s foray into Formula One began with an internship on the renowned ING Renault F1 Program from 2008 to 2009, where he specialized in brand communications. He continued his career at the Renault F1 Team (now Alpine) from 2010-2013, followed by a stint at PRISM Sport & Entertainment from 2014-2016.

Since 2017, Gary has been leveraging his extensive experience as an independent consultant, providing counsel and project management services to at least nine businesses. His most recent endeavour involves merging his motorsport expertise with the burgeoning Blue Economy. At Proteus Ocean Group, Gary has been instrumental in driving commercial partnerships for PROTEUS™ – often referred to as ‘The International Space Station of the Ocean’.

Gary has either worked directly for or supported the following organizations and projects:​

Introduction to Partnership Marketing in F1
Self-Paced Course


Access Duration: Lifetime     ⓘ

Duration for which video lessons, downloadables, quizzes and assignments will be made available from the time of enrolment.

Mode of Delivery: Online     ⓘ

Lessons are managed by experienced course leaders leveraging online means.

E-mail support     ⓘ

We provide support throughout the duration of the course.

Certification     ⓘ

A certificate will be awarded upon course completion so you can share your achievement with your network.

Interact with instructor     ⓘ

Network with motorsport engineering professionals and receive the advice you are looking for.

Assignments and quizzes     ⓘ

Impress your course leaders by excelling at the challenges they present to you.

Watch lessons in any order     ⓘ

Start from the beginning or the end - you choose!

Assignment feedback     ⓘ

Receive feedback from our course leaders so you can understand areas of improvement.

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Find answers to frequently-asked questions about Self-Paced courses here!

Every course page has a section called “This course is for you if…”, detailing who the course is designed for. You can also enrol in the free preview of the course at no cost to see the first lessons and get an idea of the topic and level of the course.

If you have questions about a specific course, or would like course recommendations, please get in touch with us at and we will be happy to provide further guidance.

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If you have questions about software, please contact us.

Every course page has a section describing the syllabus and a downloadable course curriculum.

Courses include lectures and assignments, as well as other features depending on the course.

The estimated time needed to complete each course is listed on the course page. Motorsport Engineer’s self-paced courses come with lifetime access and can be completed at your own pace.

Yes! A personalised certificate with your name and course title will be provided once you have successfully completed the course.

Course certificates are a great way to show you have learnt from industry experts and allow you to differentiate yourself from other engineers in the sector.

Once you enrol in a course, you will have lifetime digital access to the course content! 

We are happy to offer reduced student pricing on any course or course package with verification of active student status. Please send an email to for more information.

If you are part of a group of people interested in enrolling in one or more courses, please contact us at

Networking is key in any industry, and motorsport is no different. For this reason, our courses include the option to submit questions and interact directly with our instructors who are professionals in the industry.

Keep in mind that asking interesting questions will help you stand out!

Job hunting can be a stressful process filled with uncertainty. To help with the process, Motorsport Engineer offers a CV review process based on years of experience working in Formula 1 and other motorsport categories and recruiting the best talent for some of the most well-known companies and teams in the industry.

This is a personalised, bespoke service offered on a case-by-case basis. If you are interested in our CV review service, please send an email to for more information.

This is one of the most common questions we receive!

While there is no single answer to this question, here are some general tips that you can implement to help you towards your goal:

1. Complete our free Introductory Course. It will give you a general idea of the motorsport industry and some of the steps you might want to take to help you in your journey.
2. Read our blog! We share lots of advice and insights there – a great place to start is the article “5 Things Every Aspiring Formula 1 Engineer Should Know.
3. Once you have decided on a role you are interested in pursuing, read job adverts to identify the skills you will need to be a competitive candidate. If you want more insight into roles in the industry, check out our courses to see if any of them are right for you! 
4. Feel free to contact us at if you have more questions or if you require further assistance.

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