Formula Consulting Reimagining an F1 sponsorship agency’s online presence


Formula Consulting is a well-regarded sponsorship agency operating in Formula One. It’s been bringing teams, drivers and brands together for more than 30 years, providing expert advice to sponsors about how they can access and unlock F1 rights and assets for maximum commercial effect.

GroupWhistle was commissioned to reimagine Formula Consulting’s website. A relatively straightforward brief on the face of it. Not quite. The directors didn’t want their new site to be filled with boastful, sales-led messages. The company’s story needed to be softer and more nuanced than that.


We thought outside of the box. Instead of creating a traditional online ‘shopfront’ for Formula Consulting, we wire-framed a new website with a sharp focus on Formula One’s teams, drivers and big data, rather than the agency’s specific expertise.

This clever approach showcases the headline assets that are likely to appeal to prospective F1 sponsors first, before giving visitors the opportunity to get in touch with the Formula Consulting team and start a conversation from there.

The site that we created also features a section about F1’s sustainability strategy – a huge CSR consideration for potential sponsors – and a series of editorial insights that draw on Formula Consulting’s expertise and knowledge to give a privileged insight into the commercial world behind F1.

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