Happy Holidays!
Niru here from The Commercial Table
I’m keeping this one short since you’re probably spending your time with family, travelling, or taking that much-needed break or still responding to emails.
Instead of overloading your inbox. Ironic…I know. I wanted to resurface three pieces I wrote this year that will be relevant as you plan for 2026.
If you missed this the first time (or want to revisit it with fresh eyes), here’s what I think is worth reading again before you wrap up 2025.
McLaren became a media company that races cars.
McLaren went from 5 sponsors to 53 in seven years. Zak Brown's personal LinkedIn posts outperform McLaren's corporate account on engagement. Thought leadership from the CEO drives more partnership conversations than any sponsorship deck.
They rebuilt their creative infrastructure over a decade: Tooned, McLaren Unboxed, and content as the actual currency of partnership negotiations. Your distinct brand story is your competitive advantage.
IRONMAN treats partnerships like consulting engagements
Manuel Bassiere surveys athletes annually with 25-35% response rates. That data directly led to their partnership with Bulldog Skincare. Athletes said what they needed, IRONMAN found brands that matched.
His measurement philosophy: "You can't control the outcome, but you can control the process. What matters is how many meaningful conversations I've had."
Williams sold transformation before the results arrived
Williams finished 9th in 2024. Revenue jumped from £127M to £179.8M. Atlassian signed as the title partner while they sat in last place.
James Vowles hired 400 people while burning cash. Carlos Sainz signed despite having better options. External validation from talent with choices is proof you can't manufacture.
That’s it from me this week!
Three reads on media thinking, partnership methodology, and selling momentum before results.
Enjoy this Liminal week, and I’ll see you in the inbox next week with some predictions. Got a question or a topic you want me to cover? Just reply to this email.
See you in 2025
Niru