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  • Writer's pictureKurt Haller

Driving Success: The Impact of Let's Go Racing in Motorsport Partnerships

Updated: 7 days ago


At Let's Go Racing (LGR), we are at the forefront of transforming the landscape of motorsport partnerships, facilitating the alignment of brands with racing teams to drive shared success.

Leveraging our profound expertise in technology and cybersecurity, in conjunction with our broad network of advisors, we are empowered to reimagine enterprises and strategic partnerships through cutting-edge technologies and the shared passion for motorsport.

Under the leadership of seasoned professionals Kurt Haller and Rob Scott, LGR transcends the role of a mere consultancy, serving as your reliable partners in navigating the entire journey from initial exploration to seamless execution.

Winding road in hills

Overview of Let's Go Racing, a Motorsport Partnership Consultancy

Let's Go Racing is dedicated to leveraging our comprehensive understanding of motorsport and business to create strategic partnerships that deliver real business value. Our mission is to harness the power of motorsport to drive brand visibility, engagement, commercial success, and ROI.

Formula 1, one of the most technically sophisticated sports globally, has seen a surge in popularity, particularly in the US. This growth is fueled by the dramatic 2021 season and the Netflix series, Drive to Survive. Companies like AWS, AMD, Cognizant, Dell Technologies, and Oracle have become key sponsors, integrating their technologies into the sport to enhance performance, fan engagement, and data utilization (Forbes).

Business Development and Strategy

Strategic partnerships in motorsport play a crucial role in enhancing brand visibility and maximizing return on investment. At Let's Go Racing, we specialize in forging these partnerships to create mutually beneficial relationships that drive success and growth.

Our approach involves a meticulous process of identifying the perfect match between brands and motorsport teams. By understanding the unique strengths and objectives of each party, we ensure that the partnership is not only strategic but also meaningful and impactful.

Moreover, our business development and brand strategy services are designed to provide comprehensive support throughout the partnership journey. From initial connection to long-term collaboration, we offer tailored solutions that align with the specific goals of our clients.

One of our key strengths lies in showcasing successful partnerships, such as the collaboration between Cognizant and Aston Martin. By highlighting real-life examples of how these partnerships have delivered tangible benefits, we aim to inspire and educate others on the immense potential of such alliances.

The Process

  • Discovery Phase:

    • We begin by understanding a brand's objectives and aligning them with opportunities in motorsport.

  • Auditing Business Needs:

    • We assess short-term and long-term goals in commercial, marketing, values, and social impact.

  • Placement with Motorsport Teams:

    • We align business objectives with the strengths of motorsport teams, ensuring both parties achieve maximum benefit.

Rachel Thornton, AWS's former vice president of worldwide marketing, aptly describes F1: "F1 is a battle between the world’s best drivers, but it’s also a battle of some of the world’s most innovative engineers. No other sport has been as dynamic in its evolution and embrace of new technology" (Forbes).

Our Unique Expertise

Our team's background in technology and cybersecurity allows us to continually engage in innovative ways to enhance businesses through advanced technologies. We ensure business value is derived from any motorsport partnership.

As Ariel Kelman, Oracle's former executive vice president and CMO and now serving as Salesforce CMO, highlighted, "As the popularity of F1 grows, especially here in the United States, we have the chance to reach a huge audience that cares about the impact technology has on their favorite teams" (Forbes).

Pit crew with headphones on

Recent Stats on the Value of Sports Partnerships

  1. Global Sponsorship Spending: The sports sponsorship market was estimated at $97.35 billion in 2023. The industry is projected to grow at a compound annual growth rate of 8.68% until 2030, reaching a value of almost $190 billion (Statista).

  2. Brand Trust and Purchase Intent: Sports sponsorships can drive a 10% lift in purchase intent among fans exposed to the sponsorship, showing the power of these partnerships to convert interest into sales (Nielsen).

  3. Enhanced Engagement: Innovative digital media rights and content solutions allow brands to reach younger audiences more effectively and collect valuable first-party data. Nielsen estimates that 39.4% of global fans will watch non-live content related to a live sports event. And, sports viewership has become a multi-screen experience, with 47% of people who watch sports simultaneously interacting with other live content, increasing by 5% over the last year (Nielsen).

AMD's John Taylor emphasized the impact of brand association with F1: "Very successful Formula 1 teams use AMD technology to design the car, to analyze the data, to run the simulations, and so it has that effect of brand association" [Forbes].


Let's Go Racing's strategic partnerships not only boost brand visibility but also deliver measurable business outcomes. By integrating traditional sponsorship elements with cutting-edge digital innovations, we create comprehensive marketing campaigns that maximize engagement, drive commercial success, and a positive ROI. As we continue to develop and expand our services, we remain committed to providing our partners with unparalleled expertise and support.

For more information and insights into our offerings, explore our resources and join us on our journey to redefine the world of motorsport partnerships.

By Kurt Haller, COO & Co-Founder at Lets Go Racing


About Let's Go Racing

Let's Go Racing is dedicated to creating impactful motorsport partnerships, blending our expertise in technology, cybersecurity, and business strategy to drive success for our partners. With a history of successful collaborations, we are the trusted partner for brands looking to make their mark in the world of motorsport.

For more updates and insights, visit our blog.


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