What Velocity does

Velocity Experience Ltd. is a London-headquartered international sports marketing agency founded in 2017 by Formula 1 World Champion David Coulthard and brand experience professional Guy Horner, operating as a subsidiary of TBA Group. The company specialises exclusively in motorsport, offering four integrated service lines — Brand Experiences (activations, pop-ups, creative content, production), Live Events (end-to-end event management for launches, ceremonies, and fan festivals), Hospitality Design & Guest Management (premium trackside suites, VIP guest programmes, talent booking), and Consultancy & Partnership Management (motorsport entry strategy, sponsorship rights negotiation, activation planning). Its core 'technology' is motorsport domain expertise, a multi-decade network of teams, governing bodies, rights holders, and talent, plus operational capability to deliver globally across all international racing circuits, evidenced by deployments of 200+ on-site staff over six weeks at the British Grand Prix and 400-VIP guest programmes at the Las Vegas GP.

Velocity operates as a pure-play bespoke services agency with no disclosed software platform, hardware IP, or proprietary product. Revenue is generated through project-based professional-services fees and managed-services retainers, with pricing quote-based and not publicly disclosed; contract cadences span single events to multi-year engagements (e.g., Match Hospitality since 2021, Extreme E across four seasons, E1 Series for 3+ years). Go-to-market is direct enterprise sales led by the founders and a business development team, supplemented by referral pipeline from existing clients (PUMA, McLaren, Hard Rock, Paramount+, Aston Martin, Liberty Media, PATRÓN) and racing teams. Beyond the London headquarters, Velocity runs regional offices in France and the USA, and its named customer roster spans sportswear, luxury automotive, spirits, entertainment, streaming, motorsport rights holders, and government, with active projects across Formula 1, WEC, Formula E, E1 Series, Extreme E, and the Dakar Rally as of the 2026 season.

The firm is privately held, has 11–50 employees on its core payroll, and reported no venture capital or private equity investment in the available data. Recent operational signals — including multiple new hires ahead of the 2026 season, appointment of a Business Director with cross-discipline motorsport and entertainment background, and expansion of the consultancy service line — point to scaling capacity rather than a pivot, with the parent TBA Group providing corporate backing.

Name

Velocity

Legal name

Velocity Experience Ltd.

Website

https://velocityexperience.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Velocity Experience is a London-based bespoke motorsport agency, founded by F1 legend David Coulthard, that delivers brand activations, live events, hospitality, and sponsorship consultancy for global enterprise brands across Formula 1, endurance, and electric racing.

Ownership category

akta.pro rank

Product category

Sports Marketing / Brand Experience Agency

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Other Spectator Sports (711219), Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

akta.pro secondary industries

Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI), Sports & Active Travel Agencies (e.g., ski, golf, dive) (THAKAFAJ), Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

Keywords

• Motorsport brand experiences
• Live event production
• Hospitality design services
• Sports marketing consultancy
• Sponsorship activation management

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Brand Experience and Activation Services: Velocity designs, produces, and manages brand experiences for motorsport audiences, including pop-up activations, fan zones, retail experiences, and content production. These are project-based engagements typically scoped as one-off or seasonal deliverables, with fees tied to creative development, production, and on-site management.
2. Live Events Production: End-to-end management of live events — from site planning and technical production to show calling and logistics. Revenue is generated through service fees on event management contracts, which can span a single event or a season-long series.
3. Hospitality Design and Guest Management: Velocity designs luxury hospitality suites, manages VIP guest programs, and coordinates talent for appearances. This stream includes concept development, fit-out, catering, entertainment sourcing, and guest logistics — billed as managed services or project fees.
4. Consultancy and Partnership Management: Strategic advisory services for brands entering or maximising presence in motorsport, covering sponsorship strategy, partnership deal negotiation, rights package management, and activation planning. Revenue is generated through consultancy retainers or project-based advisory fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Velocity Experience is an international sports marketing agency specializing in motorsport brand experiences. The company creates and delivers brand experiences (activations, pop-ups, creative content, production), produces live events (brand launches, awards ceremonies, fan festivals, podium ceremonies), designs premium hospitality spaces and manages VIP guests, and provides strategic consultancy and partnership management for brands entering or maximising their presence within Formula 1, Endurance racing, and Electric Racing.

Product overview

Velocity Experience is a services-based motorsport brand experience agency offering four integrated service lines: Brand Experiences (activations, pop-ups, creative content, production), Live Events (end-to-end event management, brand launches, awards ceremonies, fan festivals), Hospitality Design & Guest Management (hospitality spaces, VIP treatment, catering, fit-out, trackside experiences), and Consultancy & Partnership Management (strategic entry planning, contract negotiation, sponsorship activations, rights management). These services work together to deliver comprehensive brand experiences across Formula 1, Endurance racing, Electric Racing, and other motorsport series.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Experiences Full-service brand experience creation for global enterprise brands, including impactful activations, dynamic pop-ups, creative content, and seamless production from concept through delivery, tailored for motorsport audiences in Formula 1, endurance racing, and electric racing.
• Live Events End-to-end live event management including brand launches, awards ceremonies, fan festivals, show runs, and podium ceremonies executed with precision for global brands, motorsport governing bodies, rights holders, and agencies.
• Hospitality Design & Guest Management Premium motorsport hospitality design, VIP treatment, guest management, catering, fit-out, content management, and trackside experiences for global brands, racing teams, and hospitality partners such as Match Hospitality.
• Consultancy & Partnership Management Strategic consultancy services for brands entering motorsport and for brands with existing partnerships: motorsport entry strategy, partnership identification, contract negotiation, marketing strategy, sponsorship activations, and partnership rights management.

Quantifiable outcome

• 378% increase in store traffic; +11,450% increase in Aston Martin collection sales; +1,875% increase in Motorsport sales (PUMA Oxford Street activation)
• +3 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• Extreme EcoreStrategic or Co-development Partner · 1 January 2021Velocity has served as live event and hospitality partner for Extreme E since 2021, across four consecutive seasons. Velocity created and produces the sustainable Explorer Lounge — a versatile touring hospitality structure adaptable to extreme environments from deserts to glaciers — deployed for four seasons. Velocity also handled the Extreme H launch event at Tower Bridge, delivering AV, event branding, and live show production. The partnership exemplifies Velocity's ability to deliver globally across diverse and challenging environments.
• E1 Series (UIM E1 World Championship)coreStrategic or Co-development Partner · 1 January 2021Velocity has worked with E1 Series for over three years, beginning with the initial virtual launch during the Covid-19 pandemic. Velocity orchestrated both the virtual launch event and the subsequent live launch event at the prestigious Monaco Yacht Club where the RaceBird was unveiled to the world. Velocity subsequently delivered an exhibition at the Venice Boat Show and a gala dinner for the organisation. For the inaugural race in January 2024, Velocity advised on event site design, key infrastructure, and delivered paddock, event production compound, hospitality, and fan zone areas.
• Match HospitalitycoreStrategic or Co-development Partner · 1 January 2021Since 2021, Velocity has been designing, building, and producing all official hospitality spaces at the British Grand Prix on behalf of Match Hospitality. Velocity curates 8 distinct spaces — Ignition Club, Fusion Lounge, Fusion VIP Lounge, Racing Green, Octane Terrace, Heritage and Legends Club, Track Side hospitality — hosting 25,000 people across the British Grand Prix weekend. Velocity delivers a full turnkey solution from creative concept through to managing content and scheduling across live days, with over 200 people on site for 6 weeks.
• Liberty Media (Formula 1)coreStrategic or Co-development Partner · 1 January 2017Liberty Media appointed Velocity to deliver F1 Live London — the first time all 10 Formula 1 teams came together outside of a race weekend, held at Trafalgar Square in London in July 2017. Velocity handled end-to-end event management, securing city and council permissions, developing the creative, overseeing all technical production, managing talent and team communications, and show calling the entire event. The event drew 100,000 attendees and generated 18M+ impressions.
• TBA Group (Parent Company)coreOthersVelocity Experience is a subsidiary of TBA Group. Guy Horner serves as TBA Group CEO. Velocity operates within the TBA Group structure alongside other divisions. The appointment of Hina Mistry as Group Business Director at TBA Group further integrates Velocity's leadership with the parent company.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Octagon: Global sports marketing agency with a dedicated motorsport and sponsorship activation practice, directly competing with Velocity on F1 brand experience work and rights holder partnerships.
• Engine Group (Engine Creative): Creative-led brand experience and sports marketing agency that pitches for sponsorship activation and brand experience briefs in motorsport and adjacent premium verticals.
• Zone Sports Management: Motorsport-focused commercial rights, hospitality, and activation specialist working with F1 teams and event organisers — competes with Velocity for paddock hospitality and team commercial mandates.

Broad incumbents

• IMG: Large-scale sports and entertainment marketing group with deep involvement in F1 sponsorship rights and activation; competes with Velocity on enterprise client mandates and was a prior employer of Velocity's new Business Director.
• CSM Sport & Entertainment: Global sports sponsorship and experiential agency (part of Omnicom) that delivers motorsport partnerships and activation for major brands — a broad incumbent competing for Velocity's core enterprise client mandates.
• Havas Sports & Entertainment: Global sports marketing network providing sponsorship strategy, activation, and event experiences; competes with Velocity on motorsport partnership management and brand experience work for global brands.
• Wasserman: Major global sports marketing and talent management agency with motorsport, sponsorship, and brand experience capabilities that overlap with Velocity's service lines.
• Infront Sports & Media: Sports marketing and media rights company providing partnership and event services across multiple sports, including motorsport — overlaps with Velocity on rights-holder and event production mandates.
• M&C Saatchi Sport & Entertainment: Global sports and entertainment marketing agency providing sponsorship activation, hospitality, and partnership consultancy comparable to Velocity's consultancy service line.

Others

• Two Circles: Data-driven sports marketing agency serving rights holders and brands; not a direct competitor but an adjacent strategic partner for audience analytics supporting motorsport activations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/velocity-experience
• Instagraminstagram.com/velocityexperience
• Xx.com/velocityexp

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Velocity