Global brand activation
Sponsorship Activation, Strategy and Planning
During select international race weekends, exclusive high-performance ride experiences were offered, allowing guests the rare opportunity to experience iconic circuits at speed alongside professional drivers.
On the surface, it’s all speed and spectacle: Ford Mustang Dark Horse vehicles powering through legendary tracks, expertly driven by top-tier racing drivers, with thrilled VIPs and partners experiencing the adrenaline first-hand.
But beneath the surface lies a complex operation. We managed Ford’s participation from start to finish, ensuring precision planning, expert coordination, and seamless delivery across multiple global events.
Challenge
Establishing Ford’s presence in elite motorsport ahead of its 2026 return.
With Ford’s highly anticipated re-entry into top-tier motorsport scheduled for 2026, early involvement in high-profile event platforms provided a strategic opportunity to:
- Increase visibility at major global motorsport events
- Align with leading teams and drivers on the grid
- Deepen relationships with teams, organisers, and key stakeholders
- Deliver unforgettable brand experiences to VIPs, media, and partners
Key Metric
Momentum builds around Ford’s return to the grid with:
- 440 passenger laps delivered
- 140 VIPs guests hosted
- Global activation in; Miami, Silverstone and Las Vegas
Guests are put at the centre of the action, creating lasting impressions.
Solution
We were trusted to execute this vision, positioning Ford at the heart of the action and ensuring every touchpoint reflected the brand’s high-performance ethos.
Making it look effortless.
While the experience looks effortless to the guests, the reality is a highly detailed and fast-paced operation. We handled every aspect of Ford’s involvement with military precision:
1. Vehicle and team coordination
- Sourcing vehicles: Preparing and deploying the required fleet of Mustang Dark Horse models at each race weekend.
- Driver management: Collaborating with Ford Performance to assign professional drivers from across racing disciplines; NASCAR, WRC, Dakar, and GT.
- Technical support: Managing technicians and crew to handle vehicle prep and passenger onboarding.
- Safety briefings: Coordinating mandatory safety and procedural briefings for all Ford drivers and operational staff.
- Custom briefings: Providing tailored run-throughs to equip Ford’s team with the knowledge to adapt to each circuit’s unique dynamics.
2. Guest experience
- End-to-end journey: Designing a premium guest flow, from registration and hospitality to trackside and debrief.
- Clear communications: Crafting branded, detailed instructions for all participants, including guests, drivers, and event staff.
- Branded safety gear: Sourcing and customising helmets and kit to reflect Ford’s identity in a striking, professional way.
3. Event operations
- Logistics management: Overseeing inter-event transport and maintenance of vehicles between sessions.
- Live coordination: Managing all real-time logistics on-site, adjusting schedules, solving problems, and maintaining a calm, premium atmosphere.
- Time precision: Operating within tight timelines during race weekends, where every second counts.
- Compliance: Submitting guest and vehicle data as required to meet platform regulations and ensure smooth integration with the wider event infrastructure.
Results
Ford is already making an impact before it returns to the grid
We played a central role in building anticipation around Ford’s motorsport comeback. Here’s what we delivered in 2024:
- 440 passenger laps executed
- 140 VIP guests hosted
- Presence at five headline international race weekends, including events in Miami, Silverstone, Monza, Austin, and Las Vegas
- Special finale activation in Abu Dhabi to close the season in style
Our expert delivery reinforced Ford’s positioning in motorsport and helped build credibility and excitement among fans, media, and key partners alike.
By putting influential guests in the heart of the action, we helped Ford create lasting impressions well before any race starts.
What’s Next?
As we look ahead to 2026, the focus evolves toward:
- Enhancing personalisation within the guest experience
- Collecting and integrating feedback for continuous improvement
- Keeping Ford’s story front and centre in motorsport culture ahead of their competitive debut
Let’s create unforgettable moments
We specialise in delivering premium brand activations in high-stakes environments. If you’re looking to bring your brand to life through live experiences in sports or entertainment, we’re ready to make it happen.