Hi friends - Niru here!
One line from this week’s interview has stayed with me. Jon Wilde, Commercial Director at Kiro, told me: “We don’t have people knocking down our doors just yet, so we are having to look at creative ways to present ourselves and creative ways to present our property.”
If that’s true where you work too, I’d like to hear how you go about it.
Reply here.
Jon Wilde has been with the same Formula E team through three identities: NIO 333, ERT and now CUPRA Kiro. He spent about 18 months helping find it a new owner, stayed on as Commercial Director after Forest Road bought it, and has since run activations with Marvel, Amazon and MrBeast for a team that went from the back of the grid to winning races. I spoke to him about how you sell a team that doesn’t make money yet, and how the attention eventually pays for it.
In today’s issue:
What you’re actually selling when a team isn’t profitable
Why CUPRA told Kiro to go further on the Marvel livery
How a low-revenue first activation became a real budget line
Which brands Kiro is going after with Klutch Sports Group