Accelerating US Brand Engagement in Formula 1 Through Strategic Joint Venture

As Formula 1 racing witnesses an unprecedented surge in popularity across North America, two industry powerhouses, Connect Partnership Group from the U.S. and Rush Sports & Entertainment based in the U.K., have announced a transformative joint venture aimed at redefining how American brands engage with this exhilarating sport. This collaboration combines the notable market leadership of Connect with the extensive global experience of Rush, establishing a robust advisory platform for brands seeking successful entry into the complex world of Formula 1 sponsorships.

The Rise of Formula 1 in North America

The last few years have seen a significant increase in Formula 1's visibility and audience engagement in North America, thanks in part to events such as the U.S. Grand Prix at Circuit of The Americas in Austin, Texas. Brands are eager to capture this momentum, but the labyrinthine nature of F1 sponsorships can be daunting for those unfamiliar with the sport. Ben Cahalane, co-founder of Connect, emphasized the growing need for expert guidance, stating, "The popularity of Formula 1 racing has been off the charts...the sport's complexity and rising investment levels make expert guidance more essential than ever."

A Collaborative Approach to Sponsorship

The newly formed joint venture aims to provide brands with the insights necessary to navigate the F1 landscape effectively. By leveraging their complementary strengths, Connect and Rush are uniquely positioned to help U.S. brands unlock the vast potential of Formula 1 sponsorships. Connect brings deep-rooted expertise in motorsport marketing, having built commercial operations for prominent events, while Rush adds its global reputation for excellence in motorsport investment, which has facilitated over $1 billion in sponsorship deals within the motorsport industry since 2016.

Tom Potter, founder of Rush Sports & Entertainment, expressed confidence in their partnership, noting that Connect's alignment with their core values of passion and professionalism creates a solid foundation for mutual success. He disclosed, "We've trusted Connect as a partner since 2015, and together, we're ready to help more American brands unlock the full power of Formula 1 sponsorships to fuel their global business growth."

Bridging Opportunities via Expert Guidance

With U.S. brands now accounting for over a third of Formula 1's sponsorships, the need for specialized knowledge is paramount. This joint venture aims to offer unmatched strategic guidance and data-driven insights, enabling American companies to evaluate opportunities, maximize their investment performance, and deliver measurable impact. Danielle Shuff, another co-founder of Connect, pointed out that Rush's unrivaled expertise allows U.S. marketers to shift from merely chasing opportunities to actively shaping them.

The joint venture has already begun facilitating partnerships for several of Formula 1's newest brand sponsors. By merging Connect's extensive local market expertise with Rush's qualified global insight into F1, the two firms can help clients make informed decisions and develop effective strategies that cater to both their brand objectives and the dynamic nature of the F1 landscape.

Conclusion

As competition for visibility and consumer engagement intensifies, this new alliance between Connect Partnership Group and Rush Sports & Entertainment stands to benefit a myriad of U.S. brands eager to harness the power of Formula 1 sponsorships. With the sport's scale and audience reach growing rapidly, companies equipped with the right guidance will not only enhance their brand recognition but will also forge strategic partnerships that drive long-term growth and profitability.

For further information on this venture and how it can impact your brand, visit RushConnectSponsorship.com.

About the Companies

Connect Partnership Group is located in Dallas and specializes in various partnership strategies across sports, entertainment, and real estate.
Rush Sports & Entertainment, founded in 2010, is a leader in motorsport sponsorships and marketing, providing comprehensive services to brands looking to excel in the competitive F1 arena.