Formulate XP architects and directs six specialist capabilities — holding performance accountability across each and integrating their outputs into a single measurement system. Each capability is delivered through a best-in-class partner selected for depth and measurability.
Formulate XP goes to market with a founding partner network of specialist organisations — each selected for depth, measurability and global reach. Formulate XP holds commercial accountability for every client programme; partners deliver the specialist expertise within the FXP framework.
Driving Partner
Content & Talent
Driving Partner
Motorsport Strategy & Advisory
Driving Partner
Content & Amplification
Driving Partner
Activation & Experiential
Driving Partner
Audience Intelligence
Driving Partner
PR & Communications
Grid Partner
Luxury & Concierge
Grid Partner
Hospitality & Travel
Partner announcements from 10 July 2026
Founding partner names will be announced individually from launch week.
Evidence-based thinking for brands competing in motorsport. Written for the CMO who needs proof, not assertion.
Strategy
The Five Structural Failures Undermining Motorsport Sponsorship
Grand prix sponsorship spend will exceed $3 billion in 2026. Yet the same five structural failures — budget dilution, activation inconsistency, hospitality fatigue, under-leveraged tiers, and measurement gaps — are quietly eroding returns across the grid. None of them are inevitable.
FXP Intelligence · 5 min read
Measurement
Beyond Impressions: Building a Board-Ready ROI Framework
Most motorsport sponsors cannot definitively answer what their investment returned last season. Reach numbers don't survive a CFO meeting. Here is the framework — built on defined KPIs, in-season reallocation, and evidence-led reporting — that makes motorsport spend permanently defensible at board level.
FXP Intelligence · 6 min read
Activation
Three Activation Formats That Consistently Move Brand Metrics
The brands building lasting equity in motorsport are not those with the largest paddock suites. They are those running structurally consistent activation across all 24 race-cities — in formats designed to generate data, content and commercial relationships, not just hospitality.
FXP Intelligence · 4 min read
Data
What a Cookieless World Means for Motorsport Sponsors
The cookieless transition arrived in motorsport earlier than most industries predicted. Sponsors who built privacy-safe audience intelligence before the shift now hold a compounding advantage — in targeting, attribution, and the ability to prove reach to a CFO without relying on platform-reported metrics that are increasingly unreliable.
FXP Intelligence · 5 min read
Partnerships
The Structural Conflict at the Centre of Motorsport Advisory
When an advisor earns commission on the rights they recommend, genuine independence is structurally impossible. It is the worst-kept secret in motorsport — and it costs sponsors meaningfully every season. The case for advisory relationships where the only incentive is client performance.
FXP Intelligence · 4 min read
Strategy
The Attention Gap: Why Broadcast Coverage Was Never the Point
Every sponsor buys access to the same audience. What separates performing sponsorships from wasted ones is the architecture built to capture attention when the cameras look elsewhere — and to convert that attention into measurable commercial outcomes rather than brand awareness impressions that nobody can verify.
FXP Intelligence · 5 min read
Contact
Start the conversation.
Formulate XP is accepting enquiries from prospective clients and ecosystem partners for the 2026 and 2027 seasons.
10 July 2026, 10:00 AM, Goodwood Festival of Speed
If you are a CMO or commercial director evaluating motorsport sponsorship as a brand investment, we would like to talk. Enquiries for 2026 and 2027 programmes are open.
Register Interest
✓
Enquiry received.
Ben Martin will be in touch directly.
PERFORMANCE BEYOND THE PODIUM
FORMULA 1 HAS AN ATTENTION GAP
Every sponsor buys access to the same audience…
But not every sponsor receives the same share of attention.
BROADCAST COVERAGE FOLLOWS THE RACE
NOT SPONSORS
The audience may be shared, but the attention is not.
THE CHALLENGE IS TO
1
Create value beyond race position
2
Connect value when the cameras look elsewhere
3
Measure value
THE FUTURE OF SPONSORSHIP LIES BEYOND VISIBILITY
A Continuous Performance Ecosystem
THEPERFORMANCE ECOSYSTEM
Experience
Every experience creates content
Content
Every piece of content creates engagement
Insight
Every interaction creates insight
Performance
Every insight improves future performance
The result is a sponsorship programme designed to perform regardless of what happens on track.
THE SPONSORSHIP STRATEGY
Combining expertise from across:
Brand and audience development
Formula 1 commercial operations
Audience engagement
Always on content
Hospitality & live experiences
Connecting these into a single performance ecosystem
FORMULA 1 sponsorship should not be measured by who appeared on screen.
It should be measured by the value created beyond it.
LET'S MOVE BEYOND THE PODIUM
How Formulate XP Works
Built for accountability. Designed for performance.
What is Formulate XP?
Formulate XP is an independent motorsport performance partner. Brands pour millions into Formula 1 sponsorship every season and still struggle to prove what it actually delivered — a fragmented mix of hospitality, content and rights bought piecemeal, with no single owner accountable for the outcome. Formulate XP closes that loop: designing the measurement architecture, directing specialist partner execution across seven capabilities, and owning the commercial outcome from mandate to board-level debrief. Built for the brands entering F1 now — especially fintech, crypto and technology — who want proof, not just presence.
No exclusive team affiliation or media-owner conflict of interest — free to build the right programme for each client across the grid, teams, drivers and adjacent series.
Full Stack
One partner, every discipline
Strategy, activation, content, PR and audience data — designed, directed and integrated by FXP through a single ecosystem of specialist partners. One point of accountability across all six capabilities.
Accountable
Evidence, not assertion
Every race is a data point. Spend is tracked and reallocated in-season, so clients end the year with board-ready proof of return rather than a reach number that nobody can verify.
Every race is a data point. Every activation is measured. Budget is reallocated in real time. Clients end each season with board-ready evidence of return — not assertion.
