US-based firm and UK F1™ experts unite to guide brands maximizing the sport’s explosive growth.
As Formula 1 racing continues to experience unprecedented growth in North America, U.S.-based Connect Partnership Group and U.K.-based Rush Sport & Entertainment have joined forces to redefine how U.S. brands engage with F1 partnerships. Their collaboration unites Connect’s U.S. market leadership with Rush’s global F1 experience, creating a powerful independent resource for brands seeking clarity and confidence in a complex sponsorship landscape.
“The popularity of Formula 1 racing has been off the charts, both with fans and companies eager to harness its global platform,” said Ben Cahalane, Co-Founder of Connect. “But the sport’s complexity and rising investment levels make expert guidance more essential than ever. This partnership equips them with the insights to make smart, strategic moves.”
Building on decades of global motorsport sponsorship success, Connect brings extensive F1 experience and promotor-side expertise, including the establishment of commercial operations for Circuit of The Americas (home of the Formula 1 United States Grand Prix™ in Austin), and advisory roles for multiple team and brand sponsorships in the sport.
The joint venture is already in motion, with Connect and Rush serving as special advisors to some of the sport’s newest brand partners.
“We’ve trusted Connect as a partner since 2015, and we know they share our core values of passion, integrity, and professionalism,” said Tom Potter, Founder of Rush Sport & Entertainment. “Together, we’re ready to help more American brands unlock the full power of Formula 1 sponsorships to fuel their global business growth.”
Rush Sport & Entertainment was founded in 2010 by Tom Potter, a former racing driver and commercial veteran of F1 teams McLaren and Williams. Rush has built a reputation as a trusted advisor in motorsport sponsorship and investment, facilitating more than $1 billion in sponsorships across the global motorsports industry since 2016. Rush is also uniquely placed to support investors, evaluate and negotiate capital investments in the sport, and has already facilitated seven Formula 1 team transactions, earning a reputation for helping clients craft winning strategies and make confident investments that drive growth.
“Rush’s unrivaled Formula 1 expertise will help U.S. marketers shift from chasing opportunities to shaping them — ensuring they secure partnerships that deliver lasting value,” said Danielle Shuff, Co-Founder of Connect.
Formula 1 sponsorship investments and private equity interests continue to accelerate with U.S. brands now representing over a third of the sport’s sponsors. As that number rises, the new joint venture offers American companies unmatched insider expertise, strategic guidance, and data-driven insights to evaluate opportunities, maximize performance, and deliver measurable impact.
