The Billion-Dollar Deals You Never See in Formula 1 (Drive to Survive)

You’ve seen the speed. Now meet the strategist behind the money. In this episode of VaultMind, Anas Martirosian interviews Tom Potter — CEO of Rush Sports & Entertainment — the man behind nearly $2 billion in Formula 1 sponsorships, brand partnerships, and motorsport deals. With a career built inside McLaren, and Williams, and now at the helm of global negotiations, Tom unpacks what it takes to bring world-class brands into the high-stakes world of Formula 1. Discover how Ferrari partnered with IBM to bring AI into Formula 1 fan engagement. Understand why Formula 1 sponsorship today is more than just logos — it’s narrative, performance integration, and multi-market brand strategy. And hear how Saudi Arabia, through Vision 2030 and Aramco, is reshaping the global motorsport calendar — politically and commercially.