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23rd July 2026

FROM FANS
TO COMMUNITIES

The Next Era of Growth, Sponsorship & Brand Engagement

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What can your brand learn from the global success of F1?

TRUSTED BY GLOBAL BRANDS

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F1 is one of the most significant growth stories in modern sport.

Over the past decade, it has evolved from a motorsport property into a global cultural phenomenon, attracting new generations of fans, generating unprecedented sponsorship value and building one of sport’s most commercially successful ecosystems.

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How? And what can your brand learn from it?

This exclusive 90-minute Jugo Interactive Event brings you inside the action, the decisions, the success – and the race! – with senior leaders from McLaren F1 and its global partner network.

Explore proven strategies, technologies and partnership ideas. Put your brand in pole position for 2027.

On
Pole

What can other industries learn from F1’s rise?

Future of
Sponsorship

Getting set for always-on engagement.

Communities
Not Campaigns

How brands create meaningful relationships.

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Because this is how they really did it. Discover exactly how McLaren F1 and partners…

  • Turned customers into fans and fans into owned audiences

  • Delivered continuous, personalised experiences at scale

  • Converted experiences into measurable business outcomes

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Get inside the success with Jugo Interactive Events.

  • Louise McEwen – Chief Marketing Officer, McLaren Racing

    For discussion:

    • Attracting younger audiences

    • Building fandom beyond race weekends

    • The role of content, community and culture

    • The power of partnerships

  • Beyond sponsorship: How we turn audiences into communities

    Panellists:
    TBC

    For discussion:

    What can other industries learn from F1?

    • Growing a global audience, cultural relevance, content ecosystems, community creation

     

    The future of sponsorship

    • Participatory, experience-led, measurable, year-round

     

    Communities not campaigns

    • How brands create meaningful relationships.

Register your interest

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