Black Book Motorsport Forum

Summer 2018

London, UK



Welcome to the Black Book Motorsport Forum

The Black Book Motorsport Forum is a premier event on the motorsport calendar and the only place to find teams, promoters, automotive manufacturers, sponsor brands and key service providers
from across global motorsports all under one roof discussing the future of the industry.


Delegates at the Black Book Motorsport Forum increase their knowledge on how best to promote a motorsport series,

gain exclusive insight from motorsport team representatives and global brands as well as discover opportunities for agencies, promoters, circuits, suppliers, broadcasters, teams, sponsors and governing bodies to maximise returns from the fastest sport on earth.



Engage with senior level executives from teams, brands, and promoters across the entire motorsport industry


Influential speakers

Insider knowledge and know-how from leading international experts.


Valuable Hours

Establish valued connections with over 6 hours of structured, strategic networking opportunities


Programme for the 2017 Black Book Motorsport Forum


08:00 Registration & breakfast


Welcome to the Black Book Motorsport Forum
Jack Nicholls, BBC F1 Commentator


Keynote / one-on-one Formula One interview

  • A detailed case study taking a deep-dive look into Formula One’s digital strategy, a crucial element of the Liberty Media drive to increase engagement with fans worldwide
  • In addition to touching upon the strategy to grow digital revenues globally.

    Frank Arthofer, Head of Digital and New Business, Formula One 
    Moderator: Jack Nicholls, BBC F1 Commentator

Teams panel – the state of play for teams across motorsport.

  • Balancing the books – how are teams paying the bills?
  • Could closer relationships between teams help development?
  • Reaching out – in an era of star names, how can teams connect with fans?

    Andrew Wheatley, Business Development Manager, M-Sport Limited
    Andreas Eriksson, CEO, Olsberg MSE
    Lucio Cecchinello, CEO, LCR Honda MotoGP
    Pat Perkins, Vice President of Marketing, Hendrick Motorsports NASCAR
    Moderator: David Cushnan, Editorial Director, Nielsen 

The long haul – The future of the World Endurance Championship

  • Presenting long-form content in a short-form world
  • WEC as a platform for manufacturers, taking cars from the racetrack to the road
  • Preserving the heritage of the sport while seeking new frontiers

    Heike Grunwald, Head of Partnership Development, Automobile Club de l’Ouest
    Alastair Moffitt, Manager Marketing & Communications, Toyota Motorsport
    Romain Grabowski, External Communications Manager, MOTUL
    Moderator: Alexandra Legioux, TV presenter

Morning break


Sponsors panel – The evolving value of commercial partnerships in motorsport

  • Brands making a connection to motorsport
  • High-end vs mass-market sponsorships
  • How to tailor an activation strategy to a series

    Rémi Sinaï, Global Strategic Motorsport Partnerships Manager, Shell
    Jose Villanueva, Sponsorship Manager, Estrella Galicia 
    Jimmy Goodrich, Vice President Marketing (EMEA) Monster Energy
    Moderator: Tony Jardine, Chairman, HPS Jardine

Constructing the future for motorsport – what do manufacturers want?

  • Identifying the right series for a marque
  • How do the rules affect R&D?
  • Glory vs sales: Is winning or showcasing more important, and what are the benefits of a winning culture?

    Will May, European Performance Marketing Manager, Ford Performance
    Allan McNish, Director, Coordination of Motorsport Activities, Audi
    Michael Carcamo, Global Motorsport Director, Nissan
    Stefan Ph. Henrich, Director for Marketing & PR, Hyundai Motorsport
    Moderator: Alexandra Legioux, TV presenter

Challenger panel – developing and niche motorsports discuss their efforts to reach a wider audience.

  • What are the commercial opportunities in the sector for a new rights holder?
  • Disruptive, innovative or complementary? Where do challenger series fit into the motorsport landscape?
  • Providing a showcase for emerging technologies.

    Chris Lencheski, Former Vice Chairman and CEO, IRG Sports and Entertainment
    Jim Liaw, President / Co-Founder, Formula Drift
    Jeff Lepper, Marketing Manager/TV Host, Pirelli World Challenge
    Bryn Balcombe, Chief Technology Officer, Roborace 
    Moderator: Tom Gaymor, Professional Broadcaster and Sporting Director 



Digital Focus: driving engagement through social and OTT platforms

  • Digital sponsorship activation: how can a partner find value through new media channels?
  • Effective fan engagement: how do you create meaningful relationships and measure interaction?
  • What are the opportunities in motorsport to do what’s never been done before in digital?

    Rob Bloom, Group Head of Digital & Social Media, McLaren
    Hussain Naqi, Senior Vice President, International Development, Jacksonville Jaguars
    Ben Ladkin, General Manager, Arsenal Media Group, Arsenal FC
    James Pabla, Head of Social & Digital, Project 44 - Lewis Hamilton
    Moderator: Samantha Lamberti, Head of Motorsport Europe, Nielsen 

Integration and innovation – How technology drives motorsport and motorsport drives technology

  • Fostering an environment for innovation
  • The implications and uses for purpose-built technology outside motorsport
  • How can the sport create a meaningful showcase for technology?

    Michael Resl, Director, Motorsports Marketing, AVL Racing
    James Bailey, Director, Communications, Goodyear Dunlop Motorsport 
    Rodi Basso, Motorsport Director, McLaren Applied Technologies
    Moderator: Chris Aylett, CEO, Motorsport Industry Association

Afternoon break


Share a Coke with US Motorsport Fans

  • Coca-Cola strives to deliver meaningful, authentic and consistent experiences to the US Motorsport fans where they work, shop, dine, relax and enjoy his or her passion. 
  • From NASCAR to NHRA, how does Coca-Cola adjust with evolving consumer landscape, brand strategies and opportunities to connect with fans while breaking thru the complex and crowded environment?

    Ben Reiling, Director, Sports Marketing, Motorsports, Coca-Cola

Formula E: Motorsport’s new frontier?

  • What are the commercial opportunities presented by a high-profile new player in the motorsports market?
  • With numerous city-centre locations, how can Formula E develop its unique hosting strategy?
  • Making the most of the series’ environmental focus

    Jim Wright, Chief Commercial Officer, Mahindra Racing
    James Barclay, Jaguar Racing Team Director, Panasonic Jaguar Racing
    Alex Tai, CEO, DS Virgin Racing
    Moderator: Nicki Shields, Journalist and TV Presenter 

Changing direction : The new era of Formula One under Liberty Media. What progress has been made so far, and where next for the sport?

  • A new commercial model
  • Taking Formula One online – how will Liberty’s digital strategy play out?
  • What developments will take place on-track to make the racing more competitive and bring casual fans back to the sport?

    Will Buxton, Formula 1 Broadcaster and Journalist
    Karun Chandhok, Racing Driver / TV presenter / Motorsport Consultant
    Allan McNish, Director, Coordination of Motorsport Activities, Audi
    Moderator: Marc Priestley, Former F1 Mechanic & TV presenter/pundit
17:00 Finish & networking drinks

2017 Speakers

  • Frank Arthofer

    Frank Arthofer

    Head of Digital and New Business

    Formula 1

    Ben Reiling

    Ben Reiling

    Director, Sports Marketing, Motorsports


    Remi Sinai

    Remi Sinai

    Global Strategic Motorsport Partnerships Manager

    Shell Brands International

    Jose Villanueva

    Jose Villanueva

    Sponsorship Manager

    Estrella Galicia

    Jimmy Goodrich

    Jimmy Goodrich

    Vice President: Marketing (EMEA)

    Monster Energy

    Rob Bloom

    Rob Bloom

    Group Head of Digital & Social Media


  • James Bailey

    James Bailey

    Director, Motorsport, PR and Communications EMEA

    Goodyear Dunlop

    Michael Carcamo

    Michael Carcamo

    Global Motorsport Director


    Lucio Cecchinello

    Lucio Cecchinello


    LCR Honda

    Jim Wright

    Jim Wright

    Chief Commercial Officer

    Mahindra Racing

    Rodi Basso

    Rodi Basso

    Director of Motorsport

    McLaren Applied Technologies

    Allan McNish

    Allan McNish

    Director – Coordination of Motorsport Activities - Audi Group

    Audi Sport


Shell Brands International


Toyota Motorsport GmbH


Chip Ganassi




Whisper Films


Audi Sport




DS Virgin Racing








IWC Schaffhausen


Silverstone Circuits


Bacardi Martini


Formula E


BMW Group - Motorsport


24h Lemans






World Rally Cross


Tata Communications




Sahara Force India






Ford Motor Company


Mahindra Racing


Monster Energy


Estrella Galicia


Exxon Mobil




LCR Honda


Jacksonville Jaguars


Arsenal FC


Goodyear Dunlop






Panasonic Jaguar Racing


Hendricks Motorsport




Huyndai Motorsports


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2017 Partners

McLaren Technology Group
AVL Racing
M-Sport Ltd
Formula Drift
0-sixty Media
Mount Veeder Magic Vineyards
Holovis International Ltd
Olsbergs MSE
The Clear Idea
IRG Sports + Entertainment
Corporate Traveller UK
Estrella Galicia

Drinks Partner

Mishcon de Reya

Drinks Partner

2017 Event Supporters

The Grange Hotel

Press Association

Motorsport Network

Global Sports Jobs

Radical Simulation

Simulator Racing

Motorsport Industry Association


Livewire Sport


About SportsPro

SportsPro is the leading sports business media company in print, digital and events.

Focused on the commercial, political, and operational aspects of sport worldwide, the monthly magazine is complemented by multiple sector-specific publications, a comprehensive sports industry website, news app, and a portfolio of business events. SportsPro has become a vital source of information and insight for current and potential sponsors and investors, rights-holders, broadcasters, teams, leagues and agencies.

Accessed by over 200,000 executives monthly, SportsPro is an essential tool for executives and investors across every sport and on every continent. For more information, visit the website.

Enter your email address below to receive the latest news and announcements from SportsPro, as well as a comprehensive guide to the last 24 hours in the industry via the Daily Deal e-bulletin. 

About Black Book

The Black Book is in its twelfth year of publication in 2017 and is firmly established as the business community's companion to global motorsport.

The Black Book will maintain its comprehensive analysis of Formula One whilst exploring the commercial dynamic of key series including World Endurance Championship, World Rally Championship, MotoGP, NASCAR, Indycar and Formula-e. The Black Book continues to be indispensible for all those involved in the wider industry.

Contact Black Book


3rd Floor, America House
Two America Square
London, EC3N 2LU, United Kingdom


+44 (0) 20 7549 3250