This edition of Perspectives features Mike Scudamore, Founder of Apex Sports Marketing and Team Principal of Team BRIT, a groundbreaking motorsport team making racing accessible to all. Mike’s story is one of resilience, creativity, and a commitment to inclusion, underpinned by a deep understanding of both the challenges and opportunities in the sports marketing landscape.
01. Your career began in corporate entertainment and VIP hospitality with the Daytona Group. How did this experience shape your approach to sports marketing?
Working at Daytona wasn’t something I planned—it started as a summer job while I figured out my next steps after university. I’d finished a degree in Transport and Logistics, but I already knew it wasn’t for me. Daytona Milton Keynes had just reopened, and I took a role on a whim, waving flags and supporting events. Within weeks, I was offered a management role, and that unexpected opportunity became the foundation of my career.
At Daytona, I learned that delivering exceptional customer experiences requires attention to detail and adaptability. People weren’t just coming to drive—they were looking for excitement, camaraderie, and seamless hospitality. The ability to manage their expectations, handle logistics, and deal with unforeseen issues in real time gave me a strong grounding in event management.
These principles are directly applicable to sports marketing. Whether organising sponsorship activations or hosting corporate VIPs at a race, it’s about creating memorable, positive experiences. Understanding people’s motivations, whether it’s fun, business, or brand exposure, is critical.
02. Joining Virgin Racing in its inaugural F1 season must have been a pivotal moment. What were the key challenges and lessons learned?
Virgin Racing was a dream come true in many ways. I got my foot in the door through a small project—a festival at Stowe School. Initially, it was only supposed to last a few weeks, but it turned into four years with the team. Being part of an inaugural F1 season was exhilarating but not without challenges.
We operated with one of the smallest budgets on the grid, which meant we had to be incredibly resourceful. Selling sponsorships for a team at the back of the grid was no easy feat, but it forced us to think creatively about how to offer value. For example, we focused on delivering cost-effective activations that still made an impact. This ability to do more with less became a cornerstone of my approach to sports marketing.
One of the most valuable lessons I learned was the importance of relationship-building. F1 is a tight-knit world, and trust is everything. Whether working with sponsors, partners, or teams, maintaining strong relationships has been critical to my success.
03. Apex Sports Marketing was founded in 2014. What inspired you to start your agency, and how has it evolved?
Apex was born out of necessity rather than a grand plan. At the time, I was approached by several teams who needed part-time support but couldn’t commit to hiring full-time staff. After years of working within structured teams, the opportunity to shape my own agency was both daunting and exciting.
Initially, Apex focused on traditional sponsorship acquisition. However, the industry has evolved, and so has our approach. Today, storytelling and brand alignment are at the heart of what we do. It’s no longer just about visibility; it’s about authenticity. Brands want partnerships that reflect their values and resonate with audiences on a deeper level. At Apex, we strive to create campaigns that not only deliver value but also leave a lasting impact.
04. Team BRIT has a unique mission to make motorsport accessible to all. How do you develop sponsorship strategies that align with its values?
Team BRIT’s mission is deeply personal to me. Initially, the team focused on injured servicemen, but as awareness grew, we expanded to include anyone with physical or psychological disabilities. This inclusivity sets us apart and resonates strongly with sponsors who value diversity, equity, and inclusion (DE&I).
Sponsorship strategies for Team BRIT go beyond traditional motorsport partnerships. We align with brands prioritising ESG goals, such as fostering inclusivity or reducing environmental impact. Our cars use bespoke adaptive technology, enabling disabled drivers to compete on equal terms with able-bodied racers (something no other sport can offer) It’s a powerful story that showcases innovation and resilience—qualities many brands want to associate with.
The challenges are real, especially when competing for sponsorship pounds against bigger teams or leagues with larger followings. However, our unique mission and ambitious goal to race at Le Mans give us an edge. We may not be the team that is spending millions and competing in F1, but we are the team that is showing what’s possible, going above and beyond what people expect and opening doors to racing for people who never thought the sport was for them. Brands see the value in supporting a team that not only breaks barriers but also inspires others to reimagine what’s possible.
05. Sustainability is an increasingly important topic in motorsport. How does Team BRIT address this, and what parallels do you see with other industries, like insurance?
Sustainability is undoubtedly a challenge in motorsport, but it’s also an area where we can innovate. At Team BRIT, we’ve made strides by focusing on synthetic fuels and repurposing vehicles. For instance, our BMW race cars started as insurance write-offs—carbon-neutral at the point of acquisition. We rebuilt them into high-performance race cars, proving that sustainability doesn’t have to mean compromising on performance.
We’re also working with an environmental consultancy to help understand our overall carbon footprint and to identify ways we can make positive change. It won’t be easy and it won’t be quick, but we’re brave enough to put ourselves out there and try.
There’s a strong parallel here with industries like insurance, which also face scrutiny over their environmental impact. Just as insurers are adapting by underwriting sustainable energy projects or investing in green technologies, motorsport must evolve. While the infrastructure for electric racing is still developing, synthetic fuels offer an immediate and viable solution. They allow us to use existing supply chains while drastically reducing carbon emissions.
The transition to sustainability is complex, whether in racing or insurance. It requires balancing immediate needs with long-term goals, a challenge I think both industries are navigating with increasing awareness and innovation.
06. With over two decades in sports marketing, how have you seen the industry evolve, particularly concerning sponsorships and brand partnerships?
The shift has been profound. Twenty years ago, sponsorships were primarily about brand exposure—logos on cars, trackside banners, and TV coverage. Today, brands expect far more. They want partnerships that align with their values, engage audiences through authentic storytelling, and provide measurable returns on investment.
Digital media has transformed how sponsorships are evaluated. Metrics like social media reach, audience sentiment, and engagement now play a significant role in determining a partnership’s success. For smaller teams like Team BRIT, this can be both an opportunity and a challenge. While we may not have the global reach of F1 or Premier League teams, our story resonates deeply with those who hear it. The key is finding the right platforms and narratives to amplify that story.
07. What advice would you give to those aspiring to enter the sports marketing industry?
My biggest piece of advice is to get involved, even if it’s at a grassroots level. Volunteering, internships, and networking are invaluable. The industry rewards those who are passionate, adaptable, and willing to learn.
Relationships are critical. Platforms like LinkedIn have made it easier to connect, but there’s no substitute for personal introductions and genuine rapport. If you’re starting out, don’t be afraid to reach out for mentorship or advice. Most professionals, me included, are happy to guide others.
Finally, understand that sports marketing is about more than just the sports—it’s about the people, the brands, and the stories that connect them.
08. Lastly, what does the future hold for motorsport and sports marketing?
Motorsport is at an inflection point. Sustainability will play a defining role, from synthetic fuels to electric racing. However, the transition won’t happen overnight. Infrastructure, safety concerns, and audience expectations are all hurdles to overcome.
In sports marketing, storytelling and inclusivity will remain central. Brands want partnerships that reflect their values and make a tangible impact. For Team BRIT, that means continuing to push boundaries while staying true to our mission of inclusivity and resilience. Our long-term goal of racing at Le Mans is ambitious, but it’s that ambition that excites brands and audiences alike.
The future will also see greater integration of digital and virtual experiences. From sim racing to personalised fan engagement, technology will continue to reshape how we connect with audiences. For me, the challenge and the thrill lie in adapting to these changes while staying true to the core values that make motorsport so special.
About Phinsys Perspectives
Phinsys Perspectives is a series of exclusive interviews featuring leaders and innovators from diverse industries, including Insurance, Finance, Technology, and beyond. Each conversation provides valuable insights into transformative ideas, from digital innovation reshaping finance and accounting processes to inspiring stories of resilience, inclusivity, and leadership. Phinsys Perspectives explores the dynamic nature of business and culture, offering opinions on current trends, industry challenges, and the future trajectory of innovation across sectors. Whether discussing the evolving insurance landscape or the broader principles of adaptation and growth, each interview provides a unique perspective designed to inspire and inform.