Who We Are

We are the best thinkers, planners and doers in Sport and Entertainment, enabling businesses to get the most out of their sponsorship programmes.

We match expertise and we trailblaze new thinking. We shape strategy, acquire new properties for clients and deliver best-in-class programmes for businesses across Sport and Entertainment.

Across all our work, we pride ourselves on being indispensable. 


Robin Fenwick


Lize Moran

client Services Director

Shelly Khan

Finance Director

Steve Wright

executive director


Chief Executive OfficeR

Robin has extensive experience in sports marketing having worked at the global sports marketing agency Octagon, in-house with the McLaren Formula 1 team on the title sponsor account and at Hilton Hotels, where he served as Head of Sponsorship before founding Right Formula in 2009.

Lize Moran

Managing Director – Activation

Lize has worked for agencies, Rights Holders, and Brands directly to activate sports partnerships. She has most recently been leading a 42 – person strong internal team at Qatar National Bank (QNB), activating their partnership with the FIFA World Cup 2022

Shelly Khan

Finance Director

Shelly has performed at Board level helping global organisations increase profit margin and improve efficiency.
She has extensive experience of developing financial strategies for business growth, pricing strategies and new business contract negotiations across a range of industries.

Steve Wright

Executive Director

Steve joined Right Formula from his role as Head of Motorsport Marketing at Lotus Cars. He’s worked in a number of motorsport roles for more than 20 years, including at Ferrari and McLaren, where he delivered activation plans for their partners. As such, he brings creative and innovative thinking to the Right Formula offering.


Ian Carter
Jeremy Darroch
Anne Headon

Ian Carter

Ian Carter is currently Chairman for Watches of Switzerland Group PLC: the world’s leading retailer of luxury watch brands. Until Dec 2020, Ian was President, Hilton -Global Development, Architecture, Design & Construction. Prior to this he was also President, Global Operations where he was responsible for the company’s growth and expansion into new markets around the world. Ian was also Chief Executive Officer of the publicly traded Hilton International prior to its re-acquisition by Hilton Corp in 2006.

Ian joined Hilton from Black & Decker where he was President and responsible for all operations outside of the Americas. Prior to Black & Decker, Ian Carter spent more than a decade with General Electric Plastics, ultimately serving as President of General Electric Specialty Chemical.

Ian has significant experience serving on a multitude of Boards including:

  • Burberry Group plc – Non-Executive Director of the FTSE 100 British luxury fashion house, which manufactures clothing, fragrance, and fashion accessories.
  • SERVPRO – Non-Executive Director of the largest US corporation focused on residential and commercial restoration services.
  • Del Frisco Restaurant Group (DFRG) – Chairman of the Board of the owned and operated contemporary, high-end, restaurant concepts.
  • International Tourism Partnership – Chairman of leading companies from the travel and tourism industry.
  • International Business Leaders Forum – Board Member of the independent, not-for-profit organization working with business leaders to provide sustainable development programs worldwide.
  • California Travel and Tourism Commission – Commissioner of the non-profit organization which develops and maintains marketing programs with the state’s travel industry.
  • Hilton in the Community Foundation – Chairman of the grant-making organization, which fundraises throughout Hilton properties in Europe to support disadvantaged children and young people.
  • Boston University School of Hospitality Administration – Vice Chairman of the Board of Advisors.

Ian is a graduate of the University of West London, School of Business and Management, and received an honorary doctorate from the University for his industry accomplishments and ongoing support of the development of future hospitality leaders.

Jeremy Darroch

Jeremy Darroch became Executive Chairman of Sky in 2021, having been CEO since 2007. During his tenure he led the company to become Europe’s largest multi-platform TV provider and launched a range of products including Sky+, Sky HD and Sky Q. Darroch is also a WWF ambassador.

Prior to joining Sky, Jeremy was Group Finance Director of DSG International plc (DSG), formerly Dixons Group plc and prior to DSG, he spent 12 years at Procter & Gamble in a variety of roles in the UK and Europe.

Jeremy is an Ambassador of WWF. He was previously Chair of Business in the Community, Senior Independent Director of the Burberry Group plc, a Non-Executive Director and the Chairman of the Audit Committee of Marks and Spencer Group plc, a Council Member of the National Centre for Universities and Business and trustee of the Youth Sport Trust.

Anne Headon

Anne started her career with McKinsey and held senior marketing positions for P&G in Switzerland and L’Oréal in the UK. Anne became an entrepreneur in her late thirties as she co-founded a marketing agency based in Switzerland, Crescendo Marketing. The company focuses on helping its clients to use innovation and a customer-centric strategy to drive business growth. Clients included Nestlé and Logitech.  

In the last five years, Anne has focused on supporting entrepreneurship and intrapreneurship. She is a tutor for the MBA Entrepreneurship Project at Saïd Business School, Oxford University. She is also the Director of the Entrepreneurship and Innovation HUB of Lausanne University and lecturer in the field of impact entrepreneurship and social innovation.

Alongside her collaboration with universities in the UK and Switzerland, Anne is also Chairman and Board Member of several high growth privately owned companies, which include:

  • Vice Chair, Groupe Eldora
  • Chairman, Hotelis SA
  • Member International Board of Trustees, Medair (NGO)
  • Board Member, Menuandmore
  • Board Member Felco

Anne holds an MBA from INSEAD and a Master of Science in Economics from HEC Lausanne.

What we do

We ensure Sport and Entertainment marketing investment drives business performance, with clear results. We do this in two areas:

We provide impactful marketing programmes that strategically align with our clients’ broader business goals.

Whether it be developing a marketing strategy, activating a brand’s programme, delivering unforgettable events, producing world-class creative or providing strategic communications counsel to a brand’s leadership team, we have the array of knowledge and expertise that puts clients firmly on the map.


Our Commercial team identifies the very best marketing solutions for clients.

This means clearly understanding a business’ strategic objectives and matching it with the right Sport or Entertainment property. We work with the very best brands and rights holders, connecting them with the top properties worldwide in order to drive their revenue.


our clients



We make the right decisions for the right reasons.


We love what we do and are driven to engage, energise and inspire.


Tenaciously pushing boundaries to continuously deliver great results.


Our broad industry knowledge and expertise allows us to not only deliver best-in-class results, but exceed them.

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