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Most racing fans only see the thrill on the track—but behind the scenes, a high-stakes business revolution is reshaping Formula One. Tiggy Vallon, host of the renowned Paddock Project, pulls back the curtain on the sport’s explosive growth, revealing how billion-dollar valuations, innovative sponsorship strategies, and media deals are fueling a global empire.

With a background in engineering and finance, Tiggy offers a rare strategic lens into F1’s transformation from Bernie’s exclusivity to Liberty Media’s entertainment juggernaut. She breaks down how the recent cost cap has turned F1 into a lucrative, competitive marketplace and shares why the sport’s future-value lies not just in racing but in its emerging entertainment franchise.

You'll discover how brands like LVMH are redefining sponsorship in ways that could set new standards for sports marketing, and why Netflix’s "Drive to Survive" catalyzed the sport’s American boom.

This episode zeroes in on the evolving sponsorship landscape—from the days of logo badging to today's luxe collaborations and AI-powered activations. Tiggy spills secrets on how F1 attracts a diverse, global audience and what the sport is doing to attract women and younger fans. You’ll get tangible insights into the sport’s most innovative deals, like the ground-breaking LVMH partnership, and what these mean for brands looking to cut through the noise in a saturated market.

Failing to understand this shift could mean missing a golden opportunity—or falling behind in the fiercely competitive world of sports business. Whether you're a seasoned investor, marketer, or hardcore fan eager to understand the real engine driving F1’s skyrocketing value, this episode will change the way you see the sport—and your own brand’s potential.

Perfect for entrepreneurs, sports marketers, and F1 aficionados craving deeper insights, Tiggy’s expertise reveals where the sport is headed—and how you can get in on the action before it’s too late. Don’t just watch the races—understand the business that’s fueling the fastest growth in sports history.

Tiggy is the creator and host of Paddock Project, a top F1 podcast with over a million downloads. With a background in engineering, Stanford MBA, and experience in investment banking, she demystifies the sport's business side for a global audience, blending deep industry knowledge with fresh insights.

Hosted on Acast. See acast.com/privacy for more information.

Most kids dream of their future—Mahi Maru is racing towards hers at full speed, aiming to go from a 11-year-old karting prodigy to a Formula One driver by her mid-20s. In a world where motorsport remains largely male-dominated, her fearless ambition and inspiring journey break through barriers, proving nothing is impossible when you set your sights high.

At just 11, Mahi shares her love for fast cars, balancing childhood innocence with a determined mindset—her goal to reach F1 is fueled by role models like Lewis Hamilton and Ariana Bravo.

Her story isn't just about racing; it's about overcoming stereotypes, building genuine support networks, and inspiring other girls to chase their dreams in any competitive sport.

Learn how she navigates her race weekends, who helps her along the way—from her dad, who doubles as her mechanic, to the organisations championing women in motorsport.You'll discover:

• The powerful mindset that keeps her pushing through pressure and mistakes
• How she leverages social media and iconic moments—like Lewis Hamilton praising her—to fuel her journey
• The crucial role of mentors like Simon Squibb
• Her ambitious five-year plan: from F1 Academy to winning championships and racing against current F1 stars

This episode is a rallying cry for young girls everywhere with big dreams and a reminder that resilience, support networks, and passion can turn the impossible into reality. Whether you're a parent, mentor, or young athlete yourself, Mahi’s story offers a blueprint for turning dreams into targets your future self can achieve. Perfect for anyone who believes that age isn't a barrier—only a number.

Stay tuned for a frank discussion about the challenges, the inspiring role models, and the exciting future of girls in motorsport. Because when a young girl with big dreams starts her engines, she’s not just racing cars—she’s accelerating her entire generation.Why this works:

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.