Attention is the scarcest resource, not content.

Shift Happens #3 | Weekly pivots where motorsport collides with tech and culture.

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3

1

Apple just paid F1 either way too much or way to little

Shift Happens #2 | Weekly pivots where motorsport collides with tech and culture.

Oct 23 • 

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5

1

The motorsports media needs to pay attention to the zeitgeist

Shift Happens #1 | Weekly pivots where motorsport collides with tech and culture.

Oct 14 • 

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12

GP Explorer: the race that redefined motorsport for a new generation

Twitch, culture and F1’s next generation collided this past weekend.

Oct 6 • 

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September 2025

WEC is having a moment

The resurgence of endurance racing you don't want to miss out on.

Sep 30 • 

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The case for athletes investing in sports

Equity, legacy, and the new playbook for athletes.

Sep 16 • 

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The AI grandstand: How IBM’s sports survey signals (motor)sport’s next era

And what I learned from my first US Open.

Sep 8 • 

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8

Ellie the elephant: the mascot who became a movement

Ellie I did not know your game, and I am sorry.

Sep 1 • 

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August 2025

Brand worship: the psychology behind wearing corporate logos in sport

How brands turn fans into willing advertisers

Aug 19 • 

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9

Roots over routes - why F1 needs Spa to remain on it's calendar

An ode to Spa-Francorchamps

Aug 11 • 

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16

3

From Silicon Valley to the Grand Prix

Why Apple wants F1 (and what F1 gains)

Aug 8 • 

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14

5

July 2025

Expensify won the F1 movie

and they didn’t even enter the race.

Jul 21 • 

Toni Cowan-Brown

7

2