The FIRST SEAT
A paid seat gets you three things: the whole teardown of every issue, a private room of sports marketing and commercial people, and a monthly workshop with an expert. Written for rights holders, sponsors and service partners.
01
The part you can actually use
The full teardown of how someone grew their fanbase, sold more tickets, or got a bigger partnership over the line, and how to run the same play in your own work. Built on primary sources and first-hand access. I register for the webinars, sit in the rooms, and read the follow-up emails most people never see.
02
The private group chat
A room of sports marketing and commercial people who think about this for a living. Ask the specific question you won't find on Google: what's working now, how someone handled the renewal you're walking into, what a brief should look like.
03
The monthly live workshop
Once a month an expert comes in to work through one real problem a member brings, and the conversation goes where the room takes it. Recorded, so your seat is worth it even on playback.
The free issue is complete on its own. You get the move and the verdict. The paid version goes underneath it — the full breakdown of the strategy, the thinking behind the decision, the marketing-science verdict, and the specific lessons you can take to your own work.
You're already reading the work. The question is whether you go all the way through it.
Read by people at:
Nike · Meta · PwC · Unilever · Warner Bros. Discovery · Macquarie
McLaren · Mercedes-AMG Petronas · NFL · Databricks · Ogilvy · 1Password
Plus every major F1 team and a growing number of rights holders.
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I read it right before an exploratory meeting with a potential partner — exactly the juice I needed. I shared it with my boss, who’s attending too.
R
Reader
“
Great read as always — keep up the fantastic work. As both a marketer and a lecturer, I really appreciate how you simplify activations into clear, easy-to-digest insights.
M
Mark, Marketer & Lecturer
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The Reality Check section is the best — it shows what is and isn’t viable across different properties.
R
Reader
30-day guarantee for annual members. If you read the first paid issue and it's not what you expected, email me and I'll refund you in full.
I've been in the industry a while — is this too basic for me?
The breakdowns go past what you'd see from the outside: the reasoning, the numbers, the first-hand detail from being in the room. And the chat and workshops are peer-level — you're as likely to answer a question as ask one. The value is the room as much as the reading.
I live outside the UK — when are the workshops?
I aim to schedule for the widest spread of time zones, and every workshop is recorded, so a seat is worth it even if you catch most of them on playback.
Why annual, not monthly?
The room works when people commit to being in it. An annual seat means you get to know the people in the chat and the workshops over a year, rather than passing through. The founding rate is also annual-only.
What's the group chat actually for?
It's a private, invite-only room for motorsport's commercial and marketing people - a place to ask the specific questions you won't find on Google: what's working now, how someone handled the renewal you're walking into, what a brief should look like. Because it's private and peer-level, people talk more openly and actually reply, which is hard to get on LinkedIn.
What if it's not worth it?
Read the first issue. If it's not for you, reply within 14 days and I'll refund you in full.
Can I cancel anytime?
Yes. Monthly cancels anytime. Annual runs to the end of your year.
Is The First Seat price really locked forever?
Yes. As long as you stay subscribed, you keep the $240/year rate. It's annual-only and closes July 7.
Can I expense this?
Most readers do. You'll get a receipt for every payment that you can submit for expenses.
The First Seat rate is $240/year — 20% below the standard rate, held for life. It closes July 7.
Take your seat