Business of Speed Podcast - The Business of Speed Manifesto

Episode Date: October 2, 2025

This episode is where Lali and Vincenzo lay out their manifesto, explaining what they believe is changing and what is happening in the world of racing. They discuss what their new venture, Business of Speed, is offering to inquiring minds.A key part of their manifesto is making B2B cool, which they argue is a large part of motorsport sponsorship (such as with Oracle, AWS, and Arrow Electronics). They reject the "old model" of sponsorship as just signage or a "logo slap," calling it expensive and often an "ego play". They argue that today's advantage is "velocity," requiring brands, rights holders, and the C-suite to move faster and connect deeper with the fans.They reject "passive deals" tied to vanity metrics, which they believe lack real-world operational impact, fan engagement, or cultural leverage. Furthermore, they reject the "black box" idea that motorsports partnerships are so complex that the C-suite cannot grasp them, which leads to underinvestment and missed opportunities. They emphasize that sponsorship is now a partnership, requiring integration into the culture of speed and "getting your hands dirty".The episode details their six core mechanisms of velocity, which are how they execute their model to create a competitive advantage:C-Suite Education: Providing insider briefings and custom intelligence reports to ensure leadership understands and can drive the strategy of the partnership.Partnership Messaging (Narrative Engine): Crafting a humanizing story or "narrative" behind the partnership to create clarity and engage an audience that may not know who the sponsor is or why they are involved.Content Creation (Content Flywheel): Finding where audiences live and creating authentic content (not just high production value) to build brand equity and drive measurable actions, especially in the B2B world.Activations: Executing well-done, "laser-focused activations" that work and are not always on the circuit.Event Hosting: Leveraging their personalities and knowledge as hosts to facilitate insider-led events and deepen key client and partner relationships.Employee Engagement: Demystifying motorsports (through things like "lunch and learns") to get employees on board, enabling them to take pride and excitement in the partnership for a full activation.

Welcome back to the Business of Speed podcast. My name is Vincenzo Landino and I am joined by my co-host, Colombian Lali Mikkelsen. I don't understand why I have to be the co-host. I think I'm the host and you're the co-host. Is that, would that make you happy? I'm Lali Mikkelsen and I'm joined by my co-host, Vincenzo Landino. I'm happy to, happy to be the co-host. I think that's better.

It just has a better ring to it, I think. Perfect. I love it. I'm okay with it. You know, this episode, we teased in episode zero, we told people that we were going to talk a little bit about what our manifesto was, the things that we believe are changing, the things that we believe are happening in racing. Not only that, I think that we get asked often now that we've sort of launched this new venture in its new form, so to speak, what are you doing? What are you offering? Like so many emails we get, right? What's the offering?

Can you tell me concretely, what are you offering? So we thought, you know what, let's put out a manifesto so people know what we're about, know what we believe. And, you know, the inquiring minds want to know. So let's satiate their minds. I've been asked why a manifesto too, you know, what does, by you, even you asked me, you know, a manifesto, that sounds so serious, but it is because we have certain beliefs and we have certain ways that we think things are changing and things should be.

And by laying them out this way, it just shows that we have actual thoughts and we are using our experience over the past two decades to bring something different to the table, whether it's personality, whether it is the knowledge that we can bring, but also something very different in the fact that nobody wants to talk about B2B, you know, no one's looking to bring and make B2B cool. Everybody wants all the big consumer brands and the big tech brands. That's what they want to talk about. Don't get me wrong. I think it's great as well. But there's a whole world out there of businesses that just power and partner with other businesses. And even if you look at just some of the sponsors that are out there in just Formula One world, but Formula One, even IndyCar with NTT and Formula One with Oracle, AWS, all of the McLaren sponsors, Google and everything they have on their car. Those are all partners that are very B2B centered businesses.

They are powering other businesses. Arrow Electronics is a huge, they started in IndyCar. nobody knew who our electronics was now they're obviously part of the mclaren ecosystem there's so much b2b and in fact indycar has been a model for a long time for b2b sponsorships for a very long time because the reality was there were there weren't that many eyeballs on the series so it was more of a b2b play obviously there was dhl there was target for a very long time but really it was it was a very big b2b play for decades and the reality is that f1 is also now a very big b2b play as well right there's a lot of sponsors that you see on cars names that nobody

record recognizes because you can't buy their product that's not for you it's a b2b play so yeah yeah i mean most people if they weren't a client of mine right when people when red bull signed oracle when oracle and red bull partnered a lot of people like what's oracle i mean people didn't know what oracle was unless they've used it in some regard in their company or they were america's cup fans like myself or they were america's cup fans but again very small racing subset and so just it's fascinating to see how much money comes from these these businesses these very large corporations and people don't even realize who they are tassiano which is now with williams AWS. Like there's so many that we can. They're all there. They're all there. But to, you know, where we come in is we believe that the old model is dead. The idea that sponsorship is just signage. You throw money at your, you know, having a logo on a car and that's good enough.

It doesn't work. It doesn't. It's not effective. It's very expensive. Oftentimes, it's just an ego play. It is some executive that said, I want to play in that sandbox with those people. I want to be seen there. I want to get suites at Formula One Grand Prix. And that's where I want to be. And it is. It tends to be an ego play. I want to be seen at Monaco. I want to be on the yacht. I want to do that for a very long time. That was what was happening. But times are a change, my friend. They change. And what we have set out to change, or I guess what we believe is the advantage today is velocity, is the C-suite, the brands, the rights holders. You have to move faster. Yes. But you also have to connect deeper. You have to connect with the fans that you're getting in front of. you have to execute you have to have a reason almost to exist within that ecosystem if you're just showing up as a logo on a car there's i mean mclaren's a perfect example if you are a sponsor on a mclaren car on the mclaren car right now in formula one you are battling with i don't even know the exact number it might be 100 27 other sponsors it's some ridiculous number some ridiculous number and the reality is that i want people listening right now to tell me how many mclaren

sponsors they can name and they can probably name three because there are so many they're all lost in the melee of sponsorships the reality is that they're none of them are not i would say that currently today the only super super clever there's two perhaps clever sponsorships on an actual car are duracell williams come on incredible people be you know those energizer people must be killing themselves that they didn't think about that first and i really like the what's up with the mercedes i think that that was a very clever play right those are those are two very cool so well thought out so laser focused sponsorships but the reality is that other than than a few sponsors, nobody can name them McLaren sponsors, right? Because there's no impact. It's just the

logo slap. That's not what we're about. And there are some that are doing a good job and I'll give them their flowers. But for everybody else, you have to differentiate. How do you differentiate? And so we built Business of Speed, the consulting offering together, Lali and I, we built that to be almost an operating system to connect you with your audience where they are for maximum impact it is is not enough to get views and clicks and other vanity metrics it's just not enough and if you look at formula one car how fast it goes by if you've been to a racetrack and you've watched a car go by you can't make out what that's what's on the side of a car you can't if you've been to a racetrack you know you not at home you have the

luxury of seeing the cars absolutely absolutely if you've ever been to a racetrack whether it's an indycar race or a formula one race or a nascar race whatever race you've been to my friends you know that you cannot make out anything on those cars unless you are super lucky and you have some paddock access which means that you get to see those cars when they are stationary in the garage otherwise and even then you're not looking at the sponsors on the side you're really not looking at because you're so in awe of the cars but the reality is that that that if you're at a racetrack you're not appreciating who's sponsoring what car whatsoever so we think that that in and of itself is a wasted space of sponsorship that there's a lot to be done in that space on track

yeah we're just done with with the sticker mentality right we're so over it why why why why put your sticker on a one of a million? That's a waste of $10, $20 million. So not only do we reject the sticker mentality, but we reject these passive deals. A lot of these deals are very passive. It's like I said, agreements that they're just tied to vanity metrics. There's no real world operational impact or fan engagement or cultural leverage. culture is very very fascinating to me i know it's fascinating to lolly and if you i mean net we'll take netflix itself and what they've done to f1 but not just f1 the entire racing ecosystem all different series everybody wants to copy what formula one did with drive

to survive because it was a cultural lever that was pulled you know it was great timing liberty media f1 media netflix the production companies they did a fantastic job to make that happen but it was a cultural movement for a few seasons before it's you know it started to die down and and that's only that's that's that's what happens right there's tv shows are no longer good after three or four series right there it's very rare you get a game of thrones a breaking bad a soprano is like no but you're right it doesn't exist anymore in my advertising world you know how many times clients have come and they have this idea of this biopic some kind of a of a docu situation and everyone always says it's kind of like a drive to survive you know kind of like a

drive to survive everybody wants drive to survive just like people who have nothing to it's about like you know potato chips but they want to make it look and feel like a drive to survive this is the last time i heard something was with anthony bourdain parts unknown every a lot of our customers this is before the drive to survive days we want to create a you know a parts unknown you know an anthony bourdain vibe where our employees go exploring whatever our customers locations and things like that that but it was a cultural move like they were trying to tie themselves to some other cultural phenomenon shout out to anthony bourdain like absolute legend of a man rest in peace rest in peace but to us we reject that passive deal a deal should not just be a line

item. This should not just be a transaction. Yep, we signed on to put our sticker on this car. We're going to get some paddock passes. We're going to get some meet and greets. And that's it. There has to be more. You have to go beyond. You have to integrate with the audience that you are trying or you're getting in front of. If you can give to them, they will give back to you. And so we truly, truly reject this passive deal. I've seen it far too many times with current sponsors, current very large sponsors who have spent hundreds of millions, if not billions of dollars to be on the side of a car. And then you don't even know they exist after that. Other than being on the side of the car, you don't really know that they're even there. They don't engage with fans. When we were kids and we were growing up watching motorsports because there were so few of us fans, we were so loyal to the brands. I remember I had to once rent a moving truck and I specifically rented a Penske truck because I was so grateful for Roger Penske for being a sponsor, motorsports, etc. I went out of my way to not rent a U-Haul and rent a Penske because I was so grateful that he was a part of this series that I loved so much. So that was us, right, where you were actually brand loyal.

Now, I think people have forgotten that, that when you're a fan of a sport, when you're really a diehard, you're loyal. So we've forgotten that. And so that's why I don't like the passive deal, because we need to get into people's loyalty and they want to support your brand because it's part of a team or a driver who they love and adore. And I am going to buy this, not your competitors, specifically because this driver or this team is benefiting directly from your sponsor. Sure. Sponsorship is now partnership. That's what it comes down to. 100%. You're not buying space. You're building some sort of leverage.

You're getting your hands dirty as a sponsor. You're integrating into the culture of speed, and that requires systems. That requires legwork. That requires knowledge. That requires your employees to be engaged. That requires you to actually show up. That requires you to dedicate more resources. You can't say, well, I already spent $500 million to be on the side of the car.

We're not going to spend any more. Well, if you spend 500 million, you can spend another whatever it takes to make sure you get the impact of that sponsorship. And that's where that's where we also reject what we are calling, or at least I'm calling the black box. Yeah, I love that. We reject the black box. operational you know keep kpis to a sponsorship so you know what i explained to someone the other day vincenzo so imagine that you you sawed your lawn right you sawed your lawn it cost you a fortune it cost your fortune to saw your lawn but then you're like well i don't want to put the sprinkler system into water because i already spent a fortune sodding my lawn so i don't want to put the water so that's what i tried to explain to someone it doesn't matter that you spent 50 million putting your logo on the car that does nothing for you how are we going to activate that

how are we going to leverage that what can we do to actually make this a proper roi for you beyond the the logo slap as we call it you cannot just sod your lawn and then say i don't have the money for the water because what we all know what's going to happen to that sod right so this is exactly what we're talking about the under investment just putting the logo on the car is not enough. You need people with passion, something we talk about a lot, extreme creativity, you know, to come in and tell you or guide you to how you maximize this investment because it is a huge investment and we appreciate that. Let's just invest a little bit more and get this really rolling for you. Let's rock and roll for real. It's about being bold. It's about taking chances.

you've already spent half a billion dollars whatever it might be you know why not be bold why not break out of the box tradition that traditionally you've sat in a i know there's a lot of sponsors that they will go and sponsor a car and it's something that they've never done before they never thought they could do before they do it and then they're paralyzed by the fact that they've done it and they think okay we've checked the box we checked the box we did it and okay we put it on our linkedin we put it on our we got it across the finish line okay i mean if that's enough for you fine but you're probably not going to reinvest right so this actually works in many different ways it works this works for teams to want to engage their partners

and it works for the brands that want longevity out of their partnership it works for right holders rights holders who you know need the private or you know money coming in from these brands if you're not engaging them properly you're constantly having to recycle your there's so much turnover with sponsors because they don't even know what they don't know what to do beyond giving you money and getting their name put somewhere something else is interesting is that right now depending on on if you think about let's say indycar there's 17 races i think next year f124 the circuits themselves are competing to draw crowds that's something that we can touch about in other in future episodes but the reality is that i'm a i'm a huge fan i do not have

unlimited resources i may be able to let's say go to one or two races a year who who wants my money where am i going to get the best experience right so even the circuits are competing for our dollars or pound sterling for our for our uk friends or euro or euros or pesos in my colombian friend or whatever royals in saudi arabia but that even that so it's it really if you if you think about it it's not only the the rights holders it's not only the sponsors it's not only the teams it's not only the drivers who are competing for attention the circuits themselves have become a very big business and they're they themselves need to bring in the fans because guess what if you don't have people in those grandstands and and the drive to survive peak okay we've we're probably at

the peak right we're probably we've probably maybe so maybe a little maybe coming down a little bit feeling grand sense isn't an easy task and i've never worked in it worked in in in promotion but i have close friends who have it is not the easiest task and there's a lot of stress up until you know weeks before a race happens where you're stressed about selling out the grand sense and and the promoters have a lot of you know a weight on their shoulder so to speak right so even in that sense it's like how do you promote your track who do you bring in to promote your track to sell the tickets to make it more attractive there's so many moving parts in racing that people don't realize everybody's competing for attention yeah so we we have we have our

six mechanisms of velocity so business of speed i think i think we probably have more but these are our six core mechanisms how how to execute or how we help execute this this model and how we turn you know these contracts into an actual advantage for you and a competitive advantage against the other 75 sponsors you might be competing against so number one is c-suite education first and foremost uh this is this this to me probably sits right around 1a right it's it's very it is very it is as important as our next one but if leadership doesn't understand what it is they're they're buying into or they're signing off on how can they ensure that the strategy is or that they're driving the strategy how can they ensure that the people under them are bought into

it into it and there's and all the stakeholders and the people on the board of directors and all the staff if you have a company of thousands of employees how do you justify this investment to these people who are profit sharing etc right so if your leaders don't understand the sport and the why and and the benefit you're doomed the other thing that is sort of and forgive the word slightly cringe perhaps is for for someone in on a c-suite level who sponsors it who sponsors a car or a team or a driver to show up to the Grand Prix of Las Vegas or anywhere, Qatar, Miami, anywhere, and they literally do not know anything about racing. This is a problem.

You need to know the players. You need to know who Zach Brown is. You need to know Toto Wolff. You need to know what's happening because your company has spent a ton of money and you need to be informed and you need to be educated. So C-suite education, I think, is a big umbrella that we cover. And I think one of the core offerings that we're very passionate about because we think it makes a big difference, actually. Yeah. For me, having a lot of experience with the C-suite at very large multinational companies, you know, they don't have time. They don't have time. They don't have hours of time. So what we've built is, you know, kind of like insider briefings almost and custom intelligence reports for C-suite, for the C-suite.

You know, here is what you need to know. Here's almost like a dossier of everything that matters for you, for your partnership and what's happening, talking points, how to keep you up to date. I mean, it's essentially how business of speed, the newsletter was born and was geared towards, but we're going a little more custom based on, you know, our clients and who they're associated with. It matters. That does matter. So we custom tailor these reports and this intelligence for the C-suite. It is crucial to have as much knowledge as they can. You know, you have very important leaders in a company that they're going from meeting to meeting to meeting to meeting. They are bouncing around the world. They don't have time to fully, you know, immerse themselves. But if they're able to take a look at something. To be Formula One experts or IndyCar experts or WEC experts. But we want to help them.

We want to help them. Maybe their passion is baseball. You can continue being very passionate about baseball. You bring us in and we will help you feel very comfortable in the F1 world. Yeah. So with 1A, I think comes 1B or vice versa about partnership messaging. And these deals, these incredible deals are really nothing without the story behind them and crafting a narrative, crafting a story as to what and why the why behind partnerships is how you start to humanize that brand, how you start to humanize that partnership. You create clarity behind the deal and how it might be empowering everything from a pit stop to the sales team, right?

Like there's, you look at AWS, there's data that they are processing and there are millions of data points that they are processing from the car to the team back at the factories, right? Like they are processing this data and it works at so many different levels. And there's other sponsors that do the same thing. AWS is one that came to mind, but there's dozens. Every team has some sort of data partner like that. And we oftentimes don't hear enough about these data partners. We don't know what they're doing other than occasionally like a white paper and things like that. But there's opportunities for them to tell that story. And so the messaging of that partnership, how are you telling that? How are you connecting with the audience that has no idea who you are? They have no idea why

are involved yeah right oftentimes there's negative narratives that go around about a lot of these companies right obviously large companies that are all over the world and in a in a very political sport they they they catch a lot of flack for anything so why not build your own narrative and that's why we have the narrative engine and we want to make sure that we build the narrative for you and very passionate about this as well because obviously as a lifelong writer, storyteller, this is very much something that I'm very passionate about because a good story can either make or break an idea, right? So if you have, you already have an incredible product, but if you're not telling the right story with the right messaging and it's really

evocative and it makes sense and it's not trite and people really buy into it and believe it and they see the connection they see the passion you're gonna hit a home run likely the reality is that that really really good storytelling drives creative in all aspects that's that's just a given right and in the world of marketing and advertising etc and at the end of the day that's what we're doing here right you're marketing your company you're the reality is nobody's doing this this is not the the like i say it's not a charity organization right this is all for money This is a very for-profit business across everyone involved. And if you have the right story, that's going to be really, really helpful for your bottom line.

And it goes back to that sort of loyalty thing, right? People connect. And as soon as you have someone connect in any way to what you're trying to say, what you're trying to sell, you're winning. You really are winning that game because there's so much distraction in the arena. You need to be the ones who stand out with a really compelling, laser-focused story that makes sense to people, that seems genuine. And you're going to get brand loyalty that way. Yeah. Our third pillar is content creation, which I think is a table.

It's table stakes in the game right now. Content, connection, where audiences live. You have to find it. There are so many different places nowadays. uh and and it seems like there's new places every every week every month maybe a new place where people can connect and be social and do things it's so important for for the brands to and i say just the brands not just the brands but again rights holders executives to show up you just just show up i'm you know not everything needs to be the highest production uh value content all the

time there's many times the more real authentic content is what is what wins with those those folks we see it all the time mclaren when i say mclaren any team will post something super high production value it's cool but everything on the feed is high production value the minute they just have one of the drivers talking to the camera walking off you know off the grid or off the paddock it goes crazy right because people feel like favorite example of this and i didn't even know you were going to talk about this is what about and this is i think everybody who watches f1 will and i'm sorry if you don't watch f1 but if you do you're going to really relate to this after the race when the first second and third place driver are in that tv room right before

they go out on the podium great content and we have the hot mics and we're just listening to Like Max asked Oscar, oh, that was you? Did you see when this happened? Were you breaking late? Did you notice that on turn seven? Did you see the, you know, rat run across the, and we're all riveted and just hearing them talk, right? It's the least scripted moment of the whole thing.

And then when they cut away from it, they're all like, no, no, we wanted to hear more because we're so, it's the best. and honestly i'm very upset every time they cut away from that because everyone adores it and we just like hearing them talk we had that really famous moment back in the day when remember lewis threw the cap at nico he was so pissed off and then he's pissed back and like those real moments behind the scenes we really like that very much we had multi 21 weber and and bettle that was another good one i'm sorry for for you who don't understand multi-21 just google it because that is a that is sort of it's a good one in f1 history multi-21 but we don't have time in this

for the content this is why we have a content flywheel that we design we help to build more of brand equity, or I guess it's partnership equity through the content. Yes, engagement matters. It's great to have the highest engaged posts and whatnot. But are people remembering you beyond that post? If it's just you need to go and create more and more posts to get people to hit their dopamine. That's you can you can only create so much right and we understand the limitations but being able to have or drive specific and measurable actions for your from your target audience that's what's more important right especially in the b2b world that's very important right and that's where sometimes there's a difference between the b2b and the b2c it's

sure red bull they can sell high flying extreme all day long it's whatever ibm or aws can they really sell that although yeah they can do it they can do a stunt but no one will remember it past the stunt and so how do they create how do you create something that lasts has a longer tail actually drives some sort of action that's measurable from that audience and that's what we again from the experience we have and and working with these types of brands that's what we're helping build the content flywheel um which leads up to go ahead well i was just gonna say the next sort of cog in the wheel is activations right something that we both have i know you're very passionate about that so i worked extensively in activations absolutely

adore them. I think that a well-done activation is brilliant. I think some of them are very vanity-based and narcissistic, etc. And they're just money you throw away, which is not what we like to do for our clients. We like to do very clever sort of, I'll use the word that I used earlier, laser-focused activations that really bring together stakeholders, decision makers that that work and they're not always on track on a circuit also that's something that we should clarify sometimes they're adjacent they're in the vicinity of a rack or a circuit but they don't have to be necessarily on site at a circuit yeah i not really i mean you nailed it i don't even have to go further it's yeah there's there's some good ones i've seen some pretty good ones i've

seen there's there are some teams that are doing a good job of having some activations at certain circuits which is great it's great engagement for fans and fans talk about it you know again being tapped in to where people are talking whether it's online or kind of ear to the ground when you nail your activation in miami and everyone's talking about you even though you're a bottom of the grid team that's a win that's a win that could that could be the difference between no sponsors next year and a handful of high paying sponsors and i'm not saying no sponsors literally but that that means people don't understand the amount of or i'm sorry i don't mean to maybe our audience doesn't understand but the amount of money involved that could mean hiring

five more engineers getting being able to go from a c-tier driver so to speak to a b-tier driver Like that really represents that sponsorship money that you can bring into the team. It represents so much more beyond just the logo, like an actual dollars for the team. It means a lot. Yeah. And then activations with activations comes event hosting, which is a little bit different. It's more of the personality hire really over here, Lali and myself. But using ourselves, we want to leverage, we want to leverage what we love to do, which is networking and helping facilitate kind of like insider led events, whether it could be at a circuit, could be at a team hospitality.

But there is a lack of knowledgeable and insider type hosts. Certainly not for women from Colombia, zero. No, no, no, no, no. It's, it's, it's more than hospitality, right? There, there are plenty of hospitality companies out there that hire attractive people to be in a, in a, you know, in a suite and serve drinks. And, and that's, that's great. I mean, they're lovely. It's lovely. They're lovely. they're lovely but there's also a need and i've actually had brands specifically ask for this type of stuff where they're looking for almost like they want to hang out with insiders they want to hang out with knowledgeable folks that can help them almost understand or deepen relationships you introduce them like create more partnerships right there within the room and so So, you know, Lali and myself, yeah, I mean, we've done this for such a long time, liaising and helping bring together brands.

It's what I did for the better part of over a decade. Very comfortable public speakers, because I, for instance, I'm pitching creative and doing awards and doing speeches when I when I had the fortune to win awards in the past. So we're very comfortable as public speakers. but the reality is that like there if you took blood out of our veins there's motor oil in there right so it's you have so i got a little bit of i got some a jeep pulling out you know hanging out of my my blood over here there you go so that's us so yeah so event hosting is one of our one of our offerings because we just love to do it we love to be in front of people we're very social yeah and we love networking with people if you're looking to deepen key client relationships

partner relationships in an environment where you have already invested in such as you know hospitality suite or you are already a partner and you have access to you know a paddock club whatever it might be you have a suite in there if your key clients are there you want them to be engaged in such a way that's going to want them to invest more come back facilitate positively facilitate the situation and facilitating those is something that we have come to specialize in and then lastly one of our one of our final pillars but i think the pillar that we had talked about a little bit earlier employee engagement your employees whether you are a rights holder a brand a team your employees are the greatest asset and so demystifying what

motorsports is in general. The Formula One 101 sessions that Laleh was talking about earlier, or just racing 101, different racings. It's so important to get employees on board. That's how you truly activate. When you have people on board, not just your C-suite, but the C-suite management, leadership, and then all the way down to just the employees that are working on this. If everybody's on board, they understand, they can take pride in it, but they also have a little bit of excitement around it. That's how you fully activate a partnership. That's how you fully engage your audience when everybody is truly excited. Not just someone at the top who's telling everybody else, well, you have to do this. Or maybe some people at the bottom who are trying

to push it up to the C-suite and trying to get them to understand it. When everything comes together, and I hate to use this word, this synergy, but when there is that synergy between leadership c-suite employees the brands the partners that's how you make sweet music you can't do that without everybody really in unison you know working in unison and so that's where things like our lunch and learns um or you know employee specific events that we host are so educational events are so important getting people on board getting them to understand why it is we are doing what we are doing as the brand reality is that when you're when you when you're sponsoring f1 a lot of these organizations have thousands of employees right so you want that's a lot of people

that could be a fans and be in that could be fans and they could support this sometimes it's it's hard when you're the person in payroll right you don't understand why is this company spending so much money on this why are they not just giving us all bonuses wouldn't that be a better way to use the money, right? So for us to come in and explain to them, no, actually, you're likely to get a bigger bonus if this partnership works out because of this and this and this, then it makes sense for the employee. They're like, okay, see, I get it. I get it, right? So that matters to get employee buy-in when you're spending so much money on something, right? Especially for companies that are not totalitarian, companies who actually have a really nice culture. Well, why don't we just

educate your staff and your employees across the world and explain to them why this makes sense and why you're doing it. And, you know, bonus, let's tell you a little bit about F1 and why it's amazing. Or again, IndyCar or WEC or wherever you're spending your sponsorship dollars. This is the system we are building. This is what we call new velocity. This is how we want to see brands partner with rights holders series how executives start yielding control getting buy-in it's really not the time like right now is the time in racing to get in to go all in but also do it the right way it's you know you you have to be able to iterate you have to be able to jump quickly you have to be able to measure the performance you have to stop just buying space

sorry buying a logo i'm sorry for those who are not watching i had a mosquito on my face and i interrupted vincenzo's very serious statements i apologize my serious statement here about the company that we're building she's wiping away her mosquito because she's afraid she's going to get a mosquito bite on her forehead it would not be great it would not be no it wouldn't it would but that's what we're doing and that's how we want to help this is our manifesto this is business of speed let's get to work lolly i am your host vincenzo here's my co-host i'm the co-host vincenzo landino we're going to catch you the next one we have a good episode coming the following episodes will be shorter than the first two episodes we are aiming we are aiming for

about 20 25 minute episodes we were going to be talking about circuits so tune in to our next episode if you want to hear about circuits we have some really really interesting feelings on circuits and i'm just going to leave it at that circuits tracks yeah we have some we have some thoughts and we have some things we want to talk about we want to talk a lot about that so including maybe the portaloo index if you don't know what that is don't look it up wait till we talk about it we'll catch you on the next one ciao for now ciao