"Sport first": F1's Liam Parker on growth, partners and the limits of entertainment
F1 has gone from 13 commercial partners a decade ago to around 33 today, from a paddock that barred drivers from posting on social media to an always-on content operation, and from a linear US broadcast deal with ESPN to a streaming partnership with Apple.
Liam Parker, chief communications and corporate relations officer at F1, has a simple framing for all of it: none of it works unless the racing does.
In this episode of the SportsPro Podcast, produced in collaboration with Mics Out from BlackBook Motorsport, Parker joins motorsport editor Cian Brittle to discuss what "redefining reach" means in the Apple era, how F1 decides when its global partner roster is full, and why he would swap the word Americanisation for modernisation.
Recorded ahead of the Hungarian Grand Prix, the conversation also covers the collaborative fix to this season's new power unit regulations, fan activation work with Heineken and Lego, the markets F1 believes are underserved — India chief among them — and how the sport is contingency-planning the end of its season amid geopolitical uncertainty.
18 Jun 2026
Why Nascar is racing at an active military base in San Diego
For the first time ever, Nascar is racing on an active military base.
Yes, you read that right. There are few combinations that feel more quintessentially American. But how did this event come together?
Amy Lupo, president of Nascar San Diego, jumps on the Mics Out podcast to discuss how the series is striking a balance between tradition and innovation ahead of the inaugural race at Naval Base Coronado.
11 Jun 2026
How Williams F1 rebuilt their sponsorship portfolio
Peter Kenyon has a track record of overseeing sponsorship growth for some of the biggest teams in soccer.
Now, the former Manchester United and Chelsea chief executive is helping to transform the commercial fortunes of the Williams Formula 1 team.
In this week's episode of Mics Out, Kenyon sits down with Cian Brittle to discuss his approach to rebuilding the team's sponsorship portfolio.
Williams were in disarray when Kenyon arrived as an advisor in 2022. US private investment firm Dorilton Capital had purchased the Grove-based outfit for approximately €152 million (US$179.5 million) in 2020, yet the team still didn’t have a defined commercial and marketing strategy two years later.
The new ownership group also wanted the team to return to title contention despite scoring just eight points across 69 races between 2018 and 2021. Kenyon’s job was to ensure the commercial model matched Dorilton’s lofty on-track expectations, but the path to achieving that has been far from straightforward.
Reach and audience
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Spotify
4.8 / 5
6 ratings
Podcast Authority Score: 37 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
50
Social presence
0
YouTube
0
Engagement
60
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