The Commercial Table

The marketing thinking behind motorsport's smartest commercial moves, broken down from the room where they happen - and built to use in your own work.

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Articles

Jul 8, 2026

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10 min read

Aston's three-room playbook

A drink at the station, a house, a lawn for partners.

Nirupam Singh

Jun 30, 2026

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6 min read

$18k flights, no guaranteed deal

Tom Potter on what a week at Cannes actually buys a boutique agency.

Nirupam Singh

Jun 23, 2026

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10 min read

A £200 offer closed an F1 team webinar

I registered for both F1 webinars to see how two B2B sponsors actually sell, and only one of them followed up.

Nirupam Singh

Jun 17, 2026

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6 min read

F1's free channel almost nobody runs

Even Lewis Hamilton writes on LinkedIn. Here's why that's your channel.

Nirupam Singh

Jun 9, 2026

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6 min read

JCB's F1 deal never wins an order

And that's exactly the point. The most understated B2B play on the grid, broken down.

Jun 2, 2026

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6 min read

Mercedes' F1 15-year sponsor

What UBS understood that the grid didn't.

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