Category: News

Right Formula Appoints Award-Winning Sustainability Expert

Right Formula, the leading sports and entertainment marketing consultancy, has appointed the United Nations Sports for Climate Action Framework Co-Chair, Dan Reading, as Head of Sustainability.

Reading was recently crowned the 2021 Environmental Professional of the Year by the Society for the Environment and in 2020 won the Global Association for International Sport Federation’s Sustainability Award. He joins from the international federation, World Sailing.

Reading had previously spent almost a decade at the Royal Yachting Assocation, which included a secondment at London 2012 as Olympic & Paralympic Sailing Sustainability Manager. He also developed and implemented sustainability strategies and systems for Goodwood, Powerboat P1, America’s Cup, The Ocean Race and hospitality at the Wimbledon Championships.

In the newly-created position of Head of Sustainability, Reading will now lead Right Formula’s sustainability strategy as well as offering best-in-class consultancy to a number of the business’s clients which include Aggreko, Bang & Olufsen, Genpact, Hilton Hotels, IWC, Kia Motors, Loch Lomond Whiskies, Logitech, Pirelli, SAP, Vestas and Vodafone.


Commenting on the announcement, Right Formula owner and CEO, Robin Fenwick, said: “We’ve known for a long time that sport is one of the most powerful tools to engage fans and participants on a number of topics.

However, brands have historically not translated their own purpose into the sports that they support, and consumers are increasingly choosing that their money is spent on organisations who have a purpose which aligns with their own values.

“Whilst there has been exponential growth in sports committing to become more sustainable, there is still a skills gap. With Dan’s arrival at the business, Right Formula will consolidate its position as an industry leader in sport.

“We’re absolutely delighted to have him on board.”

Reading, who is also a Chartered Environmentalist and member of the Institute of Environmental Management and Assessment, added: “I’m thrilled to join Right Formula as Head of Sustainability.

“In doing so, I’m looking forward to supporting a wide range of clients to deliver tangible, powerful and credible sustainability programmes and ultimately create more positive impact across the sport and entertainment industry.”



Right Formula announces new Advisory Board

Right Formula has brought together some of the industry’s most influential figures to form an Advisory Board which will help guide the company’s growth and development.

The Advisory Board comprises Jeremy Darroch; Anne Headon and Ian Carter.


Ian Carter spent 16 years at Hilton during which time he was responsible for growth and expansion into new markets as President, Global Operations and prior to that, CEO of Hilton International. Carter is now Chairman of the Watches of Switzerland Group, the leading retailer of luxury timepieces.

Carter said: “I’ve known Robin personally for more than 15 years and have been impressed with his business and approach to sports and entertainment marketing.

I look forward to supporting Robin and the Executive Management team as we help steer the growth and expansion of the company over the coming years.

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 currently sits on the Youth Sports Trust board and is a WWF ambassador.

Darroch said: “Right Formula have been a leading force in sports marketing and a true innovator in the space for over a decade, so I’m looking forward to adding value and playing a part in the next chapter.”

I’m thrilled to join the board at this really exciting time.


Anne Headon

Anne Headon worked for McKinsey, P&G and L’Oreal prior to establishing her own marketing agency in Switzerland. Headon is a tutor at the University of Oxford and is the Director of the Entrepreneurship and Innovation HUB of Lausanne University in Switzerland.

Headon added: “I’ve had the privilege of working with organisations of various sizes across a number of countries. Right Formula boasts a client roster and depth of talent to match the very best. “

I’m delighted to join this Board to support Robin and his team and look forward to playing my part in an important period of growth for the business


Commenting on the announcement, Right Formula Founder and CEO, Robin Fenwick, said: “This is a landmark step for Right Formula as we consolidate our position in the industry and plan our medium and long-term future.

We have huge ambitions for the business so I’m honoured to be able to bring in individuals of this calibre who will be invaluable to our future growth.”

Members of the Right Formula Advisory Board take their positions from October 2021.


The Rise of Technical Sustainable Partnerships in Sport

Charlotte Ellingham, Senior Account Manager

Right Formula Senior Account Manager, Charlotte Ellingham, reviews recent sustainability activations and how the power of sport can highlight and affect positive change – starting with rightsholders’ commercial partners.

Sport is a powerful vehicle that contributes to making a positive change. Whether creating a cultural shift that helps communities through technological innovations or simply inspiring a new generation through world class performances, each step results in a bigger and more influential impact which in turn creates a continuous positive chain of reactions.  

A scan of the news in recent months can attest to the urgency in which we need to make a change in our day to day lives, particularly when it comes to creating a greener and more sustainable future. This need for a more immediate long-term improvement in our society, aided by sport, is instrumental in making that significant difference. 

Some of the world’s most renowned sporting occasions embody this foresight already and continue to make strides in this area. Increasingly, sustainability is becoming a common theme as major sporting events and venues seek to actively promote not only their environmental efforts but also the improvements that they are making now that fans are back in the stadiums and arenas. 

This year the ATLEC, in partnership with the BBC, COP26 and the Met Office, introduced the first Environment Day at Wimbledon. Their aim was to highlight the growing climate crisis through a variety of bespoke discussions featured throughout the day on TV broadcast and social media. Noticeable changes were also made on site and included the recycling of used racket strings, reusable cups for cold drinks and zero waste to landfill.

Their aim is to achieve much needed awareness to inspire others to follow suit whilst showcasing the latest in the innovative technologies we now have at our disposal. This in turn creates impactful change whilst shedding light on those best practice brands and sporting organisers which can become a beneficial marketing tool for both parties.


What more can brands do in this space?

Inspiring change is exactly what Tokyo 2020 Olympic Partner and one of our clients Aggreko, is setting out to achieve. As a temporary power and energy solutions company, Aggreko are setting the stage for many of its long-standing clients by developing ground-breaking technologies, and filling the urgent need to provide a more sustainable and renewable solution, at a green sporting event.

A range of new innovative products and services are provided at many of the biggest stages across in the world. 

 No stone is left unturned, which was the message of the partnership announced at the recent 149th Open Championship. A hybrid system was installed that was made up of two renewable microgrids which supplied 100% reliable power without a connection to the grid, powering a fleet of electric vehicles used during the championship. In addition, for the first time in the R&A’s history, all generators on site were entirely fuelled by HVO – a sustainable biodiesel derived from waste and residue feedstock. 

Through a collaboration with the R&A, Mercedes-EQ and Connected Kerb, the project became the focal point within the sustainability zone, positioned at the entrance to the course, stimulated a conversation with golf fans. 

Aside from sustainability and inspiring a new generation,
sport provides the catalyst for a cultural shift
on a wide variety of important topics. 

One great example of this is Olympics and the work conducted by the IOC.

As the Tokyo 2020 Olympics has wrapped up, it’s clear to see the impact that the two weeks will have on both old and new sports. Those newly included in the recent Games each started their Olympic campaign with individual reservations about whether they would provide as much entertainment as the long-standing and high-profile events like the traditional track and field events. As soon as the games began this quickly dissipated and the world was introduced to the likes of new superstars in sports such as Skateboarding and Rock Climbing, who were catapulted into the global spotlight and a new realm of fame. 

Significant moments at an Olympic Games can have a huge impact on sport participation at a global and local level. For example, when the Team GB Women’s Hockey team won gold in Rio 2016, the average hockey club across England grew by 54% – particularly amongst under 16’s. Although some players continued to play with a focus on winning a medal in Tokyo, others decided to use their newfound fame to promote matters close to their hearts such as diversity and inclusion and took positions within the media to further increase their profile and efforts. 

There is a role for brands to play with joining and building on this momentum, which mutually benefits the ambassadors by increasing their profile, but also allows the brands to align with key messaging that a business stands for. 

In recent years, Aggreko have supported LGPA Golfer Mel Reid who champions the message of inclusion and the importance of women in sport. A unique partnership such as this allows Aggreko and Mel to work together and make a difference in areas that matter to them both. 

The promotion of sport around the world with the message of inclusion provides a platform for the quality of sport to grow further, and ultimately also produces a better calibre of sport as a more diverse skill set starts to be included.

The legacy that is created from events such as the Tokyo Olympics and the stars its produced, will result in more fan participation in sport as well as provide help with the plight of increasing diversity and inclusion across sport on a global level. 




TECNO appoints Right Formula for their football partnerships

Right Formula is delighted to announce a strategic marketing partnership with global premier mobile handset and technology leader TECNO following a competitive pitch process.  

The partnership will see Right Formula activate multi-territory digital strategies and campaigns as part of TECNO’s sports sponsorship of Premier League giants Manchester City.

With focus on executing the delivery of audience-led digital content that drives global engagement, share of voice and brand growth across TECNO’s key markets, Right Formula will also offer consultancy across the company’s other marketing verticals to help strengthen its position within the sports sponsorship landscape.

TECNO first partnered with City in 2016 in a bid to grow its strategic marketing and advertising activity across the globe, and now operates in more than 60 emerging markets across Africa, South East Asia, South Asia, the Middle East, Europe and South America. 

Right Formula Founder and CEO, Robin Fenwick, said: “We’re thrilled to be working with TECNO and excited to help digitally activate their partnership with one of the biggest football clubs in the world.


“Our football and digital-related client portfolio continues to expand and we’ve already thoroughly enjoyed working with the TECNO team to help deliver an engaging digital campaign in time for the busiest period of the football calendar over Christmas and New Year.

“In what has been a difficult and uncertain year, we’re delighted to have maintained the relationships we hold with all of our retained clients, and are pleased to add another to our roster ahead of 2021.”  

Danni Xu, CMO of TECNO, added: “With their strategic and digital capabilities, we have no doubt Right Formula are the suited partner to help us achieve our objectives with our important Manchester City partnership.

“Right Formula are highly experienced operators in elite football and in initiating digitally-focused campaigns. Their credentials in this space made them the standout performer in the tender process and the perfect partner for TECNO.

“We now look forward to working with the team throughout a busy final month of the year and in future years.”



Right Formula launches new podcast titled: The Winning Formula

Right Formula is pleased to announce the launch of an exciting new podcast that will tackle the pressing issues dominating the international sport industry. 

Titled The Winning Formula: How to succeed in the business of sport, the podcast will involve key insight from leading names across Sports Sponsorship, Marketing, Brands, Events, Athletes, Public Relations and the Media. Tapping into the unique industry experience of guests, we aim to get under the skin of what it takes to truly succeed in today’s competitive sporting landscape.

The pilot episode, featuring one of Britain’s sporting greats, will be available for download across all major podcast providers, including iTunes, Spotify and the GooglePlay store from Tuesday 26th May.

In its maiden outing, The Winning Formula explores topics such as an athlete’s right to personal marketability at global competitions, purpose-driven sponsorship collaborations, the growing issue of post-competition athlete transition and more. 

Hosted by Right Formula Head of Communications Ben Nichols, who was formerly head of Media Relations for WADA and Director of Communications for the Commonwealth Games Federation, we also speak to Robin Fenwick, Founder and CEO of Right Formula, to preview some of the key talking points with the soon-to-be-revealed main guest.

Speaking about the launch of The Winning Formula podcast, Fenwick said: “We’re delighted to launch our new podcast series which will allow Right Formula to tackle the pressing issues dominating the Sports and Entertainment industry today.

“More than 7 million people in the UK alone now listen to podcasts every week – up nearly 25% on last year, and we believe The Winning Formula will prove to be a great vehicle to discuss the key topics that the Sport and Entertainment industry faces, from the changing world of sponsorship, partnerships with purpose, digital-first strategies, esports and ambassador optimisation.” 



News: Right Formula acquires Marketing Minds

Award-winning global sports and entertainment consultancy Right Formula has begun the new decade with the acquisition of marketing services agency Marketing Minds. The announcement means Right Formula will significantly increase its client base and in-house service offering from 1 February, when the acquisition officially takes effect.

Right Formula, which was founded by CEO Robin Fenwick in 2009, is best known for commercial and activation work with clients including SAP, Epson, Kia Motors, Hilton Hotels, Red Bull, Aggreko, Pirelli, Logitech, Loch Lomond Whiskies and Genpact. With today’s announcement, Marketing Minds’ current clients including ExxonMobil and Dell will now join the Right Formula roster.

The Surrey-based Marketing Minds will relocate to Right Formula’s central London headquarters at the end of the month, bringing with them a wealth of experience in events, hospitality, design and digital. The addition of the Marketing Minds team will further strengthen Right Formula’s existing portfolio, which spans the full sponsorship spectrum. 

Right Formula CEO Robin Fenwick said: “We’re absolutely delighted with this acquisition which consolidates our position on the sports marketing landscape, and I believe is a display of the company’s ambition as we enter 2020.


“At Right Formula we have a team of strategic, dynamic and passionate experts with experience across the sport and entertainment space. We thrive on being indispensable to our clients by helping them achieve outstanding business results through their sports and entertainment partnerships; and, with the acquisition of Marketing Minds, I believe we will be even better placed to do so. This is an incredibly exciting time to be part of the Right Formula story.

“I speak on behalf of the entire company when I say that we can’t wait to welcome the Marketing Minds team through our doors as we look to fulfil our potential in 2020 and beyond.”

Marketing Minds’ outgoing owner, John Stoakes, added: “I’ve personally known Robin for more than two decades and couldn’t think of a more appropriate owner to take forward and enhance the work that Marketing Minds has done since opening for business 26 years ago.

“It was vital for me to find a new structure where our current clients and staff would be in the safest hands as they look to develop their own careers. Given the alignment of our businesses – and track record of best-in-class, indispensable client work – I know that Right Formula, as a fast-growing consultancy, is the perfect solution. I wish Robin and the new team all the very best as they continue their upward trajectory.”

With the addition of the Marketing Minds team, Right Formula now comprises 55 staff across commercial, consumer activation, events, hospitality, internal engagement, PR and digital sectors and with a wide variety of sports and entertainment properties that include Golf, Football, Formula 1, Esports, Rugby, Sailing, Olympics, Formula E, Cirque du Soleil, Moto GP and Extreme Sports.