Happy Sunday friends, We’re already on an off-race weekend, but tomorrow is race week two for all who celebrate. Last weekend in Bahrain, McLaren ran changing digital displays courtesy of a company called Seamless Digital. Seamless Digital has confirmed to me that they are working are four other teams to use the technology this season. Seeing as though most teams are underweight and running ballast (additional weight added to the car to help them make minimum weight), the screens are commercial sponsorship gold. Speaking of sponsorships, I’ve been considering American sponsorship of F1 lately ..read more

Good morning friends, Today’s letter isn’t F1 focused. Instead, we will look at the phenomenon of Netflix and sports. Our dearly beloved “Drive to Survive,” which catapulted Formula 1 into the upper atmosphere of popularity, has created a genre of sports documentaries to help other sports like auto racing, tennis, golf, surfing, and cycling. While Netflix continues to invest in sports, is there more to why they don’t invest in live sports? One thing I ask is that if you find this newsletter or my Twitter interesting, would you share it with someone you think would also enjoy it? Thank you ? Sh ..read more

Hi friends, The Formula 1 season is fast approaching, as we’re just three short days away from FP1 in Bahrain. All season long, we will bring you what’s happening in the ever-changing business and culture of Formula 1. One thing I ask is that if you find this newsletter or my Twitter interesting, would you share it with someone you think would also enjoy it? Thank you ? Share We are opening up a partnership program. Interested in getting your brand in front of motorsport decision-makers, investors, and leaders? ? Book your slot here. White Kart Lane The Tottenham Hotspur Football Club and F ..read more

The Qualifier is a weekly newsletter that breaks down motorsport's business, money, and culture (mainly Formula 1). Subscribers include investors, decision-makers, and casual fans. So if you are not a subscriber, sign up and join 40,000+ others who receive it directly in their inbox each week — it’s free. Subscribe now Hi Friends, Do you know what this week is? It’s officially the start of the Formula 1 season! That’s right, testing begins in Sakhir on Thursday the 23rd and continues until Saturday the 25th. Not only do we get testing this week, but Drive to Survive drops on Friday the 24th, m ..read more

Are you looking to increase your brand visibility and reach a global audience? We’re taking on four sponsors for the remainder of Q1 and Q2 2023. Sponsors will get their brand in front of a network of decision-makers, brand and team executives, and industry peers. Let's Talk If you want to own a Formula 1 team, the expression of interest form is due Friday, 17 February. The FIA has not publicly committed to adding any teams to the ten that currently race. Still, people familiar with the process suggest that the organization would not entertain expressions of interest unless it felt confiden ..read more

The Qualifier is a weekly newsletter that breaks down motorsport's business, money, and culture (mainly Formula 1). Subscribers include investors, decision-makers, and casual fans. So if you are not a subscriber, sign up and join 40,000+ others who receive it directly in their inbox each week — it’s free. We’re taking on four sponsors for Q1 and Q2 2023. If you’d like to bring visibility to your brand, service, or product, or know someone that would be interested, click the button below. Let's Talk The FIA has set a tentative deadline of 30 April for formal applications to be lodged for int ..read more

Over the past year or so, you may have heard people talking about “a NASCAR running Le Mans”. That would be correct. It’s a project called Garage 56. The Garage 56 project is a partnership between NASCAR, Hendrick Motorsports, Chevrolet, and Goodyear – the winningest team, manufacturer, and tire in NASCAR’s 75-year history. Hendrick Motorsports, 14-time NASCAR Cup Series champions, announced NASCAR's Garage 56 project in March 2022. This project aims to enter a modified version of the Cup Series' new NextGen stock car into the 2023 24 Hours of Le Mans, the 100th-anniversary edition of the icon ..read more

Ford, the legendary “Blue Oval” brand, is reportedly negotiating with Red Bull to power the team's engines from 2026 onwards. There are even whispers that the deal could be sealed before the start of the upcoming season. ? © 2023 Sean Bull Design // @seanbulldesign While Ford has remained tight-lipped about the situation, they have admitted that Liberty Media's efforts to increase F1's popularity have changed their perception and made them consider a return to the series at the pinnacle of motorsport. Ford Performance boss Mark Rushbrook has suggested a shift in mindset, citing F1's recent g ..read more

The Qualifier is a weekly newsletter that breaks down the business, money, and culture of Formula 1. Subscribers include investors, decision-makers, and casual fans. So if you are not a subscriber, sign up and join 40,000+ others who receive it directly in their inbox each week — it’s free. Subscribe now AlphaTauri is taking a big step towards independence with the announcement of Orlen as its principal partner. The AlphaTauri Formula One team has signed a multi-year partnership with the Polish oil refiner. The company's logo will prominently display across the car, including the rear wing ..read more

13 years after lifting the ban on alcohol sponsorship at the start of the 2005 season, Nascar has now added Cabo Wabo as its official tequila partner alongside Busch Light, its official beer sponsor, and Dixie Vodka as its official vodka sponsor. This move marks a significant milestone for Nascar, with the addition of Cabo Wabo indicating a shift in the sport's attitude toward alcohol consumption. This is seen as a positive move for the sport, as it can help to attract a broader range of fans, thus potentially increasing the popularity of the sport. Furthermore, the presence of alcohol bran ..read more