Why it’s easy for careless brands to waste a lot of money

Some deals are done direct by F1 commercial director Brandon Snow or the teams’ commercial departments, but many come in through agencies that then help the sponsoring brand to activate its sponsorship through hospitality or PR and content programmes. One of the largest agencies in motorsport is CSM, headed by David Webb.

Webb’s route to F1 was unconventional. He was in the British Army for 10 years, leaving with the rank of Captain. His first civilian job was as…