Looking back at the first half of 2023

CSM continues to accelerate and thrive within the motorsport industry, and since the start of the year, we have activated at eight Formula One races, four Formula E races, the World Endurance Challenge (WEC) as well as multiple NASCAR and INDYCAR races. From strategy and planning, to delivery and review, our account teams work across all aspects of our clients’ motorsport activations across the globe, whilst our commercial teams continue to work hard to develop new partnerships and projects for the future.

Explore below to see a snapshot of what CSM have been up to!

Jack Daniel’s

Jack Daniel’s hit the ground running at the start of the year, featuring at the Formula 1 Rolex Australian Grand Prix with a huge activation in collaboration with the McLaren Formula 1 Team – the highlight being ‘Jack’s Garage’, a prominent branded bar within the Fan Zone featuring fan engagement challenges, photo booths and more. The Melbourne takeover also featured several Jack Daniel’s bar takeovers, music events, and a dominant OOH advertising campaign around the city that garnered global broadcast coverage. Highlights from the weekend included appearances from McLaren Racing CEO, Zak Brown, at the Brown-Forman employee conference, and home driver Oscar Piastri at ‘Jack’s Garage’ with the latter also generating local and global media coverage for some surprise early birthday celebrations courtesy of Jack.

Since Australia, the Jack Daniel’s team have activated in Miami, Canada, Spain, and the United Kingdom, leading guest programmes, on and off-trade activations, and a partnership media event, alongside multiple GTR airport activations including the current installation in Amsterdam Schipol Airport.

DoorDash Sonoma Hospitality + NASCAR Experience

VIP guests were hosted in the DoorDash suite for a hospitality program at the DoorDash 250 and the Toyota/Save Mart 350. Additionally at the track, The NASCAR Experience presented by DoorDash included integrated branding throughout the footprint, branded racing simulators, along with ticket and swag giveaways to fans throughout the weekend.


As title partner of MoneyGram Haas F1 Team, MoneyGram has focused on using its presence within Formula 1 to bring fans closer to the sport, breaking down barriers and providing access, just as MoneyGram serves to unite people around the globe. As part of this fan-focused approach, MoneyGram has partnered with WTF1 for the 2023 season, to create fan-centric content and deliver experiences for its diverse audience, alongside a series of watchalongs, which kicked off in Australia and continued in Canada.

A highlight of the WTF1 partnership was the Aramco British Grand Prix and the WTF1 Clubhouse – a bespoke Whittlebury Park camping experience held across four days of activity.

We supported MoneyGram across the event, driving fan engagement through a MoneyGram free coffee promotion, overseeing the branding on-site, facilitating driver appearances with MoneyGram Haas F1 Team drivers, Kevin Magnussen and Nico Hulkenberg, for a well-attended in person Q&A session, and hosting competitions with the opportunity to win top prizes. On top of this, we also helped MoneyGram in hosting the ‘Dream Weekend’ winners which included accommodation, transfers to track, Paddock Club access, meet and greet with the drivers and team merchandise. Want to see more? Take a look at MoneyGram in Canada here.

DD NASCAR Experience (1)

Tata Communications

Tata Communications had a bustling programme of activity at the British Grand Prix in Silverstone this year – their biggest programme so far this season. Hosting close to 60 different guests across the weekend, including important B2B customers, we were tasked with seamless activation delivery including business breakfasts to further showcase Tata Communications’ work in Formula 1.

Various guest experiences were facilitated throughout the weekend, including a view into the epicentre of the global broadcast operation from the Formula 1 Event Technology Centre, as well as content filming via F1’s production team and media engagement with key trade and industry publications.

Verizon 200 Entitlement

Our Brands and Production teams in North America were out in full force at Indianapolis Motor Speedway for the INDYCAR + NASCAR split weekend that was highlighted by the Verizon 200. Our Verizon and NTT Data teams were onsite overseeing hospitality programmes that provided behind-the-scenes access to both series.


The Saudia team created an interactive activation within the fan zones at the Formula E, travelling to Jakarta, Rome and London! The activation housed multiple educational and interactive games including the very popular and competitive Global Flying Lap, a batak inspired game which highlighted the locations that Saudia fly to, 2 x play seats with the Regenerate driving game, a car installation with quiz, Strike A Pose photo moment and multiple competitions.

The activation welcomed at least 25% of the full race attendance at each location and really highlighted Saudia as a sustainable brand. Saudia’s ambassador and DS Penske driver Stoffel Vandoorne was in regular attendance, creating buzz around the activation.

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Saudia Activation (1)