|CEO, Right Formula
|Position Last Year
Robin is the Founder, CEO and sole shareholder of Right Formula, which has become the No.1 sponsorship agency in F1 by the volume of brands they represent.
Click here to subscribe to our print edition!
Right Formula has brought multiple big brands into the sport and brought them to life by creatively activating their series or team relationships. Right Formula’s business has more than doubled in size in the last year; this growth is attributed to its strategic and data-led approach to sponsorships that help prove the value of F1 partnerships.
Today they have a team of 100+ strong team of F1 experts based out of their headquarters in London and work alongside the majority of F1 teams and F1 directly to ensure that businesses invested in the sport receive a strong return. Their current clients include Qatar Airways, Pirelli, ExxonMobil, Hilton Hotels, Oracle, IWC, Vodafone, Bang & Olufsen, Splunk, Logitech, SAP, Casio, NTT Data, Team Viewer and Aggreko, to name a few.
These brands amass an impressive investment in F1 sponsorship of in excess of $250m per annum. Right Formula has just opened offices in New York to capitalise on the dramatic increase in popularity of Formula 1 in the United States, so expect more to come…
Recently Right Formula has acquired London-based sports PR and content agency Patterrn. Patterrn will be integrated into Right Formula, expanding its PR and communications offering in motorsport and other sports properties.
Founded by Marc Cutler in 2011, Patterrn works with companies worldwide, including F1 sponsors and suppliers, technology start-ups, and associated bodies, offering bespoke solutions for their communications needs.
The acquisition is aligned with Right Formula’s growth strategy to strengthen further its core capabilities in marketing, communications, production and design. It follows the recent acquisitions of Marketing Minds and Dreamshock Design.prev View full list next