Introduction to Partnership Marketing in Formula One

A bitesize guide to global sports marketing and the commercial environment of Formula One

About this Course

This course draws on real life business examples to illustrate the enormous brand building potential of sport and in particular, Formula One. We explore the crossover of engineering and marketing throughout, review past partnerships and success stories, as well as looking ahead to Esports. The course draws on a wide variety of sources and leverages extensive industry experience from the instructor to produce a concise and engaging learning opportunity.

Upon successful course completion, each student will receive an official Motorsport Engineer certificate. All students are free to interact with the instructor, benefit from industry networking opportunities, professional recommendations and advice.

  • Introduction to global sports business
  • Formula One 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

Upon completion of this course, the student will be able to:

1. Demonstrate a general understanding of the global sports business landscape and how it can drive awareness, affinity and revenue.
2. Discuss the relationship between brand communications, consumer behaviour and sales.
3. Clearly differentiate between Sponsorship and Partnership and how this has evolved in Formula One over time.
4. Identify the main stakeholders relevant to Partnership Marketing in Formula 1 and understand the commercial strategies employed by selected global brands.
5. Recognise the roles in a Formula One Marketing department, as well as understanding the role of Marketing agencies.
6. Understand the important relationship between Engineering and Marketing in Formula 1 and how technology acts as a vehicle to create value.
7. Understand the increasingly important role of Esports amid changing consumer behaviour, technology and marketing.

  • 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 One.

Course reviews

See how our students rate this course

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.
Interesting!
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.

Engage with our Commercial & Marketing community!

As a student enrolled to our courses you will have access to our exclusive Community Forums. You will be able to ask questions to your course instructor and start threat discussions in our Forums!

Your Course Instructor

Gary Rosewell

Passionate about sport and international relations, Gary has worked in global sports business for over 10 years, collaborating with a diverse array of senior technical, sporting and business professionals.

After several grass-roots marketing roles post university, Gary interned with Dutch banking group – ING – on the much celebrated ‘ING Renault F1 Program’ from 2008-2009. This cemented his desire to pursue a career in the sport and, after completing his Masters at the University of Bristol, he secured a support role with the commercial acquisitions department at Renault F1 Team in 2010.

From there he has enjoyed roles with PRISM, a WPP owned specialist sports marketing agency based in London, working across the INFINITI Motorsport account with Red Bull Racing and Renault Sport F1. Since 2017, he has found his footing as an independent with Sport 176, providing freelance activation services to, among others, PRISM, Threshold Sports and Crunch Communications. At the latter, he Account Directed PETRONAS Motorsport in 2019 with World Champions, Mercedes F1.

If not working, you’ll find him playing sports, trekking overseas or halfway through a Netflix documentary!

Gary has either worked directly for or supported the following organizations and projects:
Infinity Academy logo ing-group logo lotus-f1 logo BMW Racing logo infinity engineering logo
nissan logo infinity red bull logo  crunch logo Petronas logo Mclaren logo

Course curriculum

Gary tells us about his course FREE PREVIEW
A conversation with Gary Rosewell (full version)
Message from the instructor
My professional background and a look ahead
Module 1 – Test
Setting the scene: global sports business in context
Global sales and the race for emotions
Why sponsorship?
Partnership vs Sponsorship: What does it mean?
Conclusion
Module 2 – Test
Break – Bonus lesson
Commercial depth and scale
Mercedes reaping the rewards
Renault – long term activation specialists
Marketing activation agencies
Conclusion
Module 3 – Test
Module 3 – Assignment
ING Renault F1 Program – background and overview
Partnership selection and business ethos
Conclusion
Marketing teams and roles uncovered
People skills
Where engineering meets marketing
Conclusion
Module 5 – Test
Module 5 – Assignment
The tip of the iceberg…
RAPID growth, HUGE investments
A way to go for Formula One Esports
Conclusion
Module 6 – Test
Resources and recommended readings

Flexible Course Fees

Choose the plan that's right for you

Basic

2 months access

€24.95

Per month for 2 months

Access Duration: 2 months     ⓘ

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 yout network

Pro

3 months access

€34.95

Per month for 3 months

Access Duration: 3 months     ⓘ   

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     ⓘ 

Get your questions answered by the course leader thanks to our on-course disucssion area.

Assignment     ⓘ

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

Premium

Lifetime access

€39.95

Per month for 3 months

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     ⓘ

Get your questions answered by the course leader thanks to our on-course disucssion area.

Assignment     ⓘ

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.

Videocall with instructor     ⓘ

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

Do not miss out on any news!

Add your email to the mailing list to get the latest updates.

FAQ

Every course page has a section called “This course is for you if…”, detailing who the course is designed for. If you are unsure about a specific course, please get in touch with us at info@motorsportengineer.net and we will be happy to provide further guidance.

Softwares required are included upon course acquisition unless otherwise specified. Where needed, we provide installation instructions.

Every course page has a section describing the syllabus. Furthermore, the detailed curriculum is also publicly available. Courses last between 8 to 20 hours, including guided lectures and individual work. Also, our courses are totally flexible and you can progress at your own pace.

Yes! A personalised certificate with your name and course subject will be provided once you successfully complete the course. This is a great way to show you have learnt from industry experts and allows you to differentiate from other engineers in the sector.

Our courses can be accessed, depending on the price plan acquired, going from 2 months to lifetime access . This guarantees flexibility to the needs of every student. 

If you are a group of students interested in one or more courses please contact us at info@motorsportengineer.net.

We are working hard to offer a series of courses grouped by specialist area (Aerodynamics, Composite Design, Vehicle Dynamics, etc). More details will be shared soon.

Networking is key for finding your way into any industry, and motorsport is not different. For this reason, we think that having the possibility to interact directly with instructors is vital. We have created a number of tools that will allow you to speak directly with our instructors during of the course through the platform.

Keep in mind that interesting questions will make you stand out!

Job hunting can be a stressful process filled with uncertainty. We offer a CV review process that is based on years of experience working in Formula 1 and other motorsport categories and recruiting the best talent for some of the greatest brands in the industry.

This is a private service offered on a case-by-case basis. If you are interested in this, please send us an email to info@motorsportengineer.net mentioning our CV review service and we will get back to you with all the information.

This is one of the most common questions we receive at our inbox.

There is not an answer that fits every single case, but here are some tips you can follow to achieve your goal.

1. Complete the Introductory Course available for free in our platform. It will give you a general idea of the motorsport industry.
2. Read our blog article 5 things every aspiring Formula 1 engineer should know.
3. Browse our Motorsport Academy for a course that catches your attention on the topic that you want to specialise in.
4. Feel free to contact us at info@motorsportengineer.net should you require further assistance.