Right Formula is a marketing agency that handles all aspects of sports sponsorship to ensure the relationship delivers against the set objectives, by applying our extensive and unique industry experience, insight and relationships. The agency was founded on the principal of delivering the best returns possible for our clients, and we work closely with large, global brands to create strategic partnerships that maximise the ROI on their sponsorship engagement.

We employ highly experienced and well-connected sponsorship and sport professionals to work with the key brands to enhance, drive and deliver ambitious sponsorship programs that produce strong returns on investment.

We offer a highly personalised service from our global HQ based in London, UK, and we also have key consultants based in numerous global locations.

Collectively our personnel have more than 150 years of experience operating at the leading right holders, brands and agencies within a commercial environment. Our broad and varied mix of activation experience encompasses both lifestyle and technology brands.


Robin Fenwick

Robin Fenwick

Managing Director and Founder

Robin founded Right Formula in 2009 and as Managing Director, his day-to-day focus is on client acquisition and strategy roadmap development for the range of brands on Right Formula’s roster.

Robin has extensive experience in sports marketing, having worked in a range of in-house and agency roles during his career. These include at the global sports marketing agency, Octagon, in-house with the McLaren Formula 1™ team working on the title sponsor account, and at Hilton Hotels where he served as Head of Sponsorship.

Ryan Lewis

Ryan Lewis

Executive Director

Ryan joined Right Formula in 2012 from McLaren, where he was a senior member of the team’s partner services department. Ryan has vast experience in brand management and the creation and implementation of global activation programmes. His role saw him manage sponsorships for a vast number of technology and lifestyle brands which included Johnnie Walker, Vodafone, SAP, HUGO BOSS and West.

Ryan works with the management team on strategic framework development and driving client programmes forward with his extensive insider knowledge.

Steve Wright

Stephen Wright

Executive Director

Stephen joined Right Formula in 2012 following his role as Head of Motorsport Marketing for Lotus Cars, where he was charged with reshaping the Lotus brand prior to its re-entry to the sport. Stephen has worked in a number of motorsport roles for over twenty years and during this time he was responsible for a series of high-profile firsts in F1™ marketing, and such he brings that creative and innovative thinking to the Right Formula offering.

Prior to his role at Lotus Cars, Stephen worked for the marketing divisions of the McLaren, Ferrari and Stewart Ford F1™ teams.

Matt Jones

Matt Jones

Executive Director

Having worked in the sponsorship and commercial departments of the Jordan and Arrows Formula One teams, Matt joined the Williams F1 Team where he held the position of Head Of Marketing Services for 7 years.

In this role Matt was responsible for managing all aspects of client servicing from account, event, hospitality and brand management for the team. Matt joined Right Formula in January 2015.



We exceed our clients’ expectations and deliver outstanding service with creative, innovative thinking. Using new technology and fresh thinking we engage with audiences to produce measurable results


Sport is synonymous with excellence – the best of the best. Having worked with the leading rights holders and brands in the sport, we know what it takes and we have the ambition to always strive for better


Just like a pit stop, teamwork and co-ordination are key to success. We work together as one team applying our extensive and varied experience, knowledge and industry insights to drive value



We set ourselves high standards. We aim to be honest, diligent and fair and always to act responsibly. We make it our business to respect and adhere to the Corporate Guidelines of our clients