Driving Reach & Fuelling Revenue

11 January 2019
National Conference Centre, Birmingham, UK

Event Highlights

Relive the Digital Motorsport Summit and take a look at the highlights from the day.

Key Themes

The Digital Motorsport Summit will host dynamic sessions designed to grow your knowledge into the most crucial areas that will have the greatest impact in motorsports.


Opening the door to future generations of fans. What role will Esports play in the future of motorsport?

Measuring Success

Understanding fan behaviour and engagement trends. Justifying spend and Proving ROI.

Social Media

Content fuels engagement. Beating the competition, cutting through the noise and standing out from the crowd.

Immersive Technology

Bringing the action to the fans. Story-telling through experiences.

Digital Economy

Converting digital engagement into revenue. New revenue channels and business models.


What will the successful OTT services of the future look like? How does OTT change the way motorsport is consumed?

Driving Reach and Fuelling Revenue

The Digital Motorsport Summit is the first conference dedicated to digital strategy in the industry. With the shift in the way content is consumed and problems with an ageing demographic, Motorsport must evolve to leverage digital assets and feed fans unique and exciting content. What you’ll learn: 1. Learn how to reach the next generation of fans. 2. Understand the touch points for engagement & the consumer journey and how to use customer journey mapping to uncover engagement opportunities with your market. 3. Marketing strategies using tech and data to engage your audience and drive conversion.


Julian Tan

Head of Growth & Esports

Julian Tan joined Formula 1® in July 2017 and is responsible for shaping the digital strategy and transformation of F1 including leading high growth initiatives such as F1 Esports.

Prior to this, Julian was a Senior Consultant at global management consulting firm The Boston Consulting Group. Here he helped some of the world’s most important organisations, from FMCG companies to global banks and energy firms to solve their biggest problems including spearheading their digital strategies and transformations.

Julian holds bachelor’s and master’s degrees with distinction in engineering from Oxford University, and a PhD in the micromechanics of composite materials from Cambridge University.

Chad Seigler

Vice President, International Business Development & Partnerships

Chad Seigler, NASCAR Vice President, International Business Development and Partnerships, is a 20-year sports industry veteran. He currently oversees all commercial and revenue growth for NASCAR’s international business platforms.

Seigler’s team is tasked with developing and growing business relationships across the globe, including NASCAR’s three international series – NASCAR Pinty’s Series in Canada, NASCAR PEAK Mexico Series and NASCAR Whelen Euro Series. He is based in Charlotte, North Carolina and manages team members in Los Angeles and Daytona Beach, Florida.

In his previous position as Vice President, Business Development, Seigler played a critical role securing Monster Energy as the entitlement partner of NASCAR’s premier series. He was responsible for developing business strategy and revenue generation for NASCAR.

He also served as Vice President, Team Marketing Services, functioning as a liaison to all NASCAR teams across three national series as well as an advisor to team owners, track presidents and NASCAR drivers. He managed details of more than 90 live events at 27 race tracks across the country.

Prior to joining NASCAR in 2007, Seigler was Manager of Industry Relations at Sprint NEXTEL, where he served as the day-to-day liaison to all NEXTEL Cup track venues and managed the series sponsor relationships with NASCAR drivers, teams and owners.


David Gibbs

Digital Product Director

David Gibbs is Director of Digital Media for Sky Sports and Sky News.

He has worked at Sky for over a decade in a number of different roles, all focusing on the digital platform, sports and news. During his time he has developed Sky’s digital, product and commercial offerings as the company has developed into a multi-platform media company across television, the internet and on mobile.

David has been responsible for the expansion and execution of multiple online, mobile, tablet and interactive TV platforms provided by the business.

Currently David is heading up a team that is delivering cross-platform digital media for all of Sky Sports and Sky News.

Ben Payne

Director of Esports

Ben joined McLaren in November 2017, the first full time esports employee in Formula 1, having previously held roles at Xbox, Windows, SEGA, 2K and Future Publishing. McLaren was the first team to run an esports program that year with World’s Fastest Gamer.

In 2018 as part of his remit for the growth and development of McLaren’s esports strategy Ben oversaw the launch of McLaren Shadow Project. Additionally, Ben is Team Manager of the McLaren Shadow esports team, which is competing for the first time this coming Autumn in the F1 esports series.

Advisory Board

BlackBook has developed a comprehensive Advisory Board balancing major promoters, race teams and sponsor brands to shape the format and strategic direction of the event. The support and participation of these industry leaders ensures that we create the content, environment and ultimate value for each and every attendee.

Ellie Norman

Director of Marketing and Communications

Ellie is a Marketing professional having spent over 15 years predominantly in Automotive and Media across both agency and client-side roles in global, regional and local functions.

In 2004 Ellie was headhunted to join Honda Motor Europe as Communications Manager from agency-side.  Accolades include ‘Impossible Dream’ TV ad and winning ‘Advertiser of the Decade’ 2012 The Arrows.  In 2009 Ellie’s role was expanded to lead the communications strategy for 27 markets responsible for pan European Advertising, media, digital and printed materials.

In September 2012 Ellie was asked to join Virgin Media as Head of Advertising.  During her time at Virgin Media, Ellie led the involvement of all Brand campaigns with a renewed focus on the key drivers of Brand Equity and ultimately the value ‘Brand’ contributes to the business.  This resulted in Virgin Media’s most efficient brand communications to date and creatively the first Gold Arrow for the Bolt 9.58 sec ad.

January 2014, Ellie’s role was expanded to develop and lead the strategy and implementation of Sponsorship.  This resulted in a shift away from V Festival and an emphasis on strategically relevant partnerships, and included Southampton Football Club, Football Supporters Federation, BAFTA TV and EGX.

Following the change in ownership at F1, Ellie was asked to join the management team in as the companies first ever Director of Marketing to lead the sport as it grows its fan base and attracts a new younger audience.  This includes a new identity for the sport after 24 years and a focus on fan engagement.  This role has since been expanded to include Customer Service and Communications.

Pau Serracanta

Managing Director

Pau Serracanta joined Dorna Sports S.L. on February 1999 as Sales Manager and in September 2000 became Commercial Director. In February 2005 was promoted to Managing Director for commercial area.

Prior to working for Dorna, Pau Serracanta was Operations Director of the World Blind Sports Championships Madrid ’98.

From September 1994 to May 1997 he was International sports consultant. Appointed a member of the Sports and Legal Committee of the International Paralympic Committee and International Blind Sports Federation, he was involved in the definition of the sports program for the Atlanta ’96, Nagano ’98 and Sydney ’00 Paralympic Games.

Has participated as speaker in various lectures about Sports Marketing and currently is also teaching sports marketing in the Barcelona School of Management of Pompeu Fabra University.

Gerard Neveu

Chief Executive Officer

In 2011 Frenchman Gérard Neveu was entrusted by the Automobile Club de l’Ouest with the promotion and organisation of the FIA World Endurance Championship, bringing the spirit of the 24 Hours of Le Mans to a worldwide audience.

After working for many years in entertainment and event organisation, in 1997 he joined the French Organization Committee for the 1998 World Cup Soccer.

Named in 2001 as Track Manager of Circuit Paul Ricard in the south of France, Gérard Neveu went on to become General Manager. During this time, he became an FIA International Race Director in 2008, and more recently was appointed a member of the FIA Endurance Commission.

Currently Chief Executive Officer of LMEM, the company in charge of managing the World Endurance Championship, the European Le Mans Series and Michelin Le Mans Cup.

Chad Seigler

VP International Business Development&Partnership

Chad Seigler, NASCAR Vice President, International Business Development and Partnerships, is a 20-year sports industry veteran. He currently oversees all commercial and revenue growth for NASCAR’s international business platforms.

Seigler’s team is tasked with developing and growing business relationships across the globe, including NASCAR’s three international series – NASCAR Pinty’s Series in Canada, NASCAR PEAK Mexico Series and NASCAR Whelen Euro Series. He is based in Charlotte, North Carolina and manages team members in Los Angeles and Daytona Beach, Florida.

Yan Lefort

Commercial Director

Started as junior PR for the Rothmans brand involved in F1 in 1994 with the Williams Team. Initiated lifestyle PR projects and launched the first digital communication tools in the sport. Joined British American Tobacco as the Global PR Manager for the Lucky Strike brand involved in F1 with the AR team.

Became independent and ran Yan Lefort Consulting from 2006 to 2010. The agency, based out of Paris and London provided strategic PR support to brands willing to activate their respective sponsorship programs in the F1, A1GP and GT1 championships. The consultancy was also managing the image of the F1 world champion Jacques Villeneuve.

In  2011, Yan joined IWC in Switzerland to manage the global partnership programs, to include the Mercedes F1 sponsorship. In August 2018, Yan joined the Alfa Romeo Sauber F1 Team as Commercial Director.

James Barclay

Team Director

James has over 15 years of experience in Marketing and PR in the automotive and motorsport industry. After completing his degree in Marketing James became UK PR Manager at Bentley Motors Ltd where he was responsible for UK media activities during Bentley’s successful return to the Le Mans 24 hours. In 2006, Barclay was appointed Head of PR & Marketing for the Asia Pacific region and lived in Singapore until 2010.

In 2010, Barclay was appointed as Head of Marketing for Bentley Motors Inc, which saw him living in Boston, Massachusetts, before returning and taking up the position within Jaguar Land Rover.

James’s passion for motorsport started growing up in South Africa, which led to James racing at a national level in the UK.

David Tsurusaki

Global Motorsports Technology Manager

Sabrina Kreienborg

Head of Global Sponsorships

Certified international specialist and passionate contributor to making DHL the leading global brand in the logistics industry. Having worked in various Corporate Functions, Sabrina took over responsibility for DHL’s Formula 1 sponsorship in 2009 and subsequently established the global sponsoring strategy for DHL, making it a key platform for the company’s 360° Marketing and Communications activities. Today, the portfolio encompasses 14 world-class partnerships reaching and engaging a global audience, incl. 7.6 billion cumulative TV audience and 630 million fans online.

DHL’s family of divisions offer an unrivalled portfolio of logistics services ranging from national and international parcel delivery, e-commerce shipping and fulfillment solutions, international express, road, air and ocean transport to industrial supply chain management. With about 360,000 employees in more than 220 countries and territories worldwide, DHL connects people and businesses securely and reliably, enabling global trade flows.

Who Attends?

The leading strategists, thinkers and pioneers will assemble to discuss how to do better in digital and better connect motorsport to new and existing fans.