From Formula 1 to football, B2B brands are spending big on sports sponsorships, but what’s the real return?
Is it about audience reach, storytelling, or simply the glamour of the hospitality suite?
In this episode of UnTrended, Nicole Jones is joined by Jamie Fewery and Billy Hamilton-Stent to explore B2B’s growing fascination with sports sponsorship and why so many brands are racing to the pitch, track, and beyond.
Plus, Jamie sits down with Joel Seymour-Hyde, Head of Partnership Management at Formula 1, for an ins...
From Formula 1 to football, B2B brands are spending big on sports sponsorships, but what’s the real return?
Is it about audience reach, storytelling, or simply the glamour of the hospitality suite?
In this episode of UnTrended, Nicole Jones is joined by Jamie Fewery and Billy Hamilton-Stent to explore B2B’s growing fascination with sports sponsorship and why so many brands are racing to the pitch, track, and beyond.
Plus, Jamie sits down with Joel Seymour-Hyde, Head of Partnership Management at Formula 1, for an insider’s look at what makes a smart sponsorship work (and why sticking your logo on a car isn’t enough anymore).
From the logistics of moving F1 around the world to the cultural resonance of Sharp’s 90s Man United kit, the team uncovers the strategy, storytelling, and spectacle behind today’s biggest brand plays.
Subscribe to the UnTrended Podcast wherever you get your podcasts and never miss an episode.
Chapter Markers:
(01:10) Inside the World of Formula 1
Jamie interviews Joel Seymour-Hyde, Head of Partnership Management at F1, about the evolution of sponsorships, global brand partnerships, and how B2B brands fit into the sport’s ecosystem.
(09:00) The Hallmarks of a Great Partnership
How successful B2B sponsors connect their business objectives with the right platform and why clarity of purpose is everything.
(18:00) Passion vs. Pragmatism
Joel reveals why being a fan of a sport can actually make sponsorship decisions worse and why objectivity wins every time.
(21:00) Panel Chat: The Rise of the B2B Fanboy
Nicole, Jamie, and Billy dig into why B2B brands are flooding into sports, from the power of pre-made audiences to the pull of data-driven fanbases.
(28:00) The Value of Activation
Why the best sports partnerships are now multi-channel, creative, and experiential, not just a logo on a shirt.
(35:00) From Cigarettes to CRM
How sports sponsorship has evolved from nostalgia to nuance and what modern brands can learn from iconic partnerships like Marlboro McLaren and IBM Wimbledon.
(39:00) Cultural Resonance in Sport
The team explores how great sponsorships transcend marketing and become part of cultural memory, from Sharp and Man United to Rolex and golf.
Useful Links:
Get to know Joel Seymour-Hyde on LinkedIn
Follow Nicole Jones on LinkedIn
Connect with Billy Hamilton-Stent
Learn more from Jamie Fewery
For more information visit the Publicis Pro Website
