About Us
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Hirtenstraße 19, 10178 Berlin, Germany

+49 30 24041420


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We combine industry expertise with an understanding of a brand’s business objectives to identify the most appropriate rights holder and corresponding sponsorship package. We advise on the assets that will create an effective, ROI-efficient and quantifiable activation programme, and our team will help successfully navigate the key avenues of fee structures, partnership categories, benefits and rights.


We define strategy, implementation and delivery across all functions of a sponsorship programme. We know how to fully integrate initiatives into a brand’s global objectives, whilst motivating and engaging local markets in order to fully exploit the potential of the sponsorship to create impactful, relevant campaigns and activations that engage and inspire your audience.


We plan and execute a wide range of bespoke global events, from world-class corporate hospitality, to live experiential consumer engagement, product launches or networking forums. We develop innovative, tailored activations and experiences to meet the specific requirements of the stakeholder, their audiences and the wider sponsorship programme.


An example of our work is below. For further details on our latest projects please contact us and a member of the Right Formula Team will be in touch:

Phone Number: +44 (0) 20 3880 7345
Email: info@rightformula.com



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 and being the best of the best. Having worked with leading rights holders and brands across the industry, we know what it takes to achieve excellence and 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 and exceed expectation.


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.


Right Formula is a marketing agency that handles all aspects of sports sponsorship to ensure the relationship delivers against the set objectives. 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 ROI.


The senior team at Right Formula have all worked at leading rights holders, brands and marketing agencies, gaining extensive experience & knowledge. The team remains involved for the duration of a sponsorship to provide continuous strategic guidance as a brand navigates the complexities of the commercial environment within the sporting industry.


The Right Formula team is essential to the performance of our clients’ sponsorship programmes. We attract leading specialists from within other industries, as well as headhunt from a range of other sports and sponsorship fields to provide a strong, passionate and dedicated team.


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.

Robin Fenwick

Robin has extensive experience in sports marketing, having worked 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 before founding Right Formula in 2009.

Ryan Lewis

Ryan works with the management team on brand framework development and driving client programmes forward with his extensive sports marketing knowledge. Ryan joined Right Formula from McLaren, where he was a senior member of the team’s strategic partner services department.

Steve Wright

Steve joined Right Formula following his role as Head of Motorsport Marketing for Lotus Cars. Steve has worked in a number of motorsport roles for over twenty years including Ferrari and McLaren delivering activation plans for their partners. As such he brings a creative and innovative thinking to the Right Formula offering.

Matt Jones

Matt’s career spans over 15 years in motorsport working in the commercial departments at Arrows, Jordan and Williams F1, where he was Head of Marketing Services. Since 2012 Matt has worked in business consulting, specialising in operations, strategy and change management.

Without Right Formula I simply couldn’t do my job

The most critical element to tell you is that without Right Formula I simply couldn’t do my job

Senior Director, Strategic Partnerships & Brand Marketing, Hilton

brilliant organisation and logistics

I simply want to thank you for your brilliant organisation and logistics. Not only did you ensure everything was smooth and easy… and you made it fun.

Chairman, BSKYB

Set the foundations for our partnership

The most important word is the backup. They cover us by giving us all the knowledge we need to set the foundations for our partnership that allow us to build on our business.

Head of Business Development & Esports, Logitech