About this Course

Goal

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. 

Syllabus

  • 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


Learning Outcomes

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. 


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 One.

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!
Student Community

Your Course Instructor

Gary Rosewell

Sports Marketing professional & Founder of Sport176

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!   

Course curriculum

  • 1

    #MotorsportTalks

  • 2

    Welcome to the course!

    • Message from the instructor

    • My professional background and a look ahead

    • Module 1 - Test

  • 3

    Introduction to global sports business

    • 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

  • 4

    Formula One deep dive

    • Commercial depth and scale

    • Mercedes reaping the rewards

    • Renault – long term activation specialists

    • Marketing activation agencies

    • Conclusion

    • Module 3 - Test

    • Module 3 - Assignment

  • 5

    Does a brand need to partner a successful team?

    • ING Renault F1 Program – background and overview

    • Partnership selection and business ethos

    • Conclusion

  • 6

    Engineering vs Marketing: Are they really that different?

    • Marketing teams and roles uncovered

    • People skills

    • Where engineering meets marketing

    • Conclusion

    • Module 5 - Test

    • Module 5 - Assignment

  • 7

    The Esports Revolution

    • The tip of the iceberg...

    • RAPID growth, HUGE investments

    • A way to go for Formula One Esports

    • Conclusion

    • Module 6 - Test

  • 8

    Bonus

    • Resources and recommended readings

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Do you have any questions?

Should you have any questions regarding this course please check our FAQ section or email us at info@motorsportengineer.net and we will be very pleased to assist you.