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The Commercial Table

The Commercial Table

Untold commercial stories from inside motorsport: who paid, why it worked, and how to copy it.

Featured

Oct 14, 2025

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23 min read

Williams made £53M in 9th place

Nov 4, 2025

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13 min read

Inside Parallel's Fernando Alonso deal

Aug 26, 2025

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12 min read

Dutch GP quitting when winning

Jul 8, 2025

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10 min read

🏆 LEGO's F1 psychology hack

Articles

Charles vs Carlos: the merch race

Dec 9, 2025

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14 min read

Charles vs Carlos: the merch race

One sold out in days. The other hasn't launched yet.

Inside an F1 driver's content operation

Dec 2, 2025

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15 min read

Inside an F1 driver's content operation

5 brands partner through his app, not his team

6 pillars for sports properties

Nov 25, 2025

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14 min read

6 pillars for sports properties

I've been working with Julia Green on two major projects. Her challenge: prove viability before building. Here are the 6 pillars we're using...

Nirupam Singh
Nirupam Singh
£15 tickets closed Nike globally

Nov 18, 2025

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15 min read

£15 tickets closed Nike globally

The three-experience filter Baller League uses to turn down revenue and close Nike. Full framework inside.

Nirupam Singh
Nirupam Singh
Team Brady: 60 days to back-to-back champion

Nov 11, 2025

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25 min read

Team Brady: 60 days to back-to-back champion

Ben King was on the phone Christmas Day building a race team. Eight weeks later, they won their first championship. Here's the build sequence that made it work

Inside Parallel's Fernando Alonso deal

Nov 4, 2025

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13 min read

Inside Parallel's Fernando Alonso deal

Why they chose Fernando over Lando, and how they knew it would work.

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The Commercial Table

Untold commercial stories from inside motorsport: who paid, why it worked, and how to copy it.

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