Motorsport Industry leader James Allen joins Right Formula
- James Allen joins Right Formula in newly created President, Formula 1 role
- Senior hire further strengthens the agency’s media, communications, digital and F1 expertise
- Allen to oversee end-to-end Formula 1 marketing output
Right Formula has announced that James Allen is to join the agency in the newly created role of President, Formula 1.
James is a prominent figure in the F1 industry with a career spanning three decades as a broadcaster, journalist, commercial content expert and business leader.
He has a unique experience profile across multiple aspects of Formula 1 as well as deep-rooted relationships with sponsors, rights holders, teams, promoters and the FIA, though his work with ITV Sport, BBC, Financial Times, ESPN and Motorsport Network, the largest independent digital media platform in the sport.
His arrival will help Right Formula, already a leading consultancy in F1, unlock new opportunities and further push the limits of the agency. Among his responsibilities will be oversight of teams that make up the end-to-end Formula 1 marketing output of the agency. This includes the Creative, PR & Communications, Digital and Strategy departments. He will also head Right Formula’s Content Production services. He will formally take up his new role in February 2026, reporting to Right Formula CEO and Founder, Robin Fenwick.
Allen joins Right Formula following eight years as President, Motorsport Business and F1 at Motorsport Network, owners of the Autosport and Motorsport online brands. He led the influential Global F1 Fan survey project and was a prime mover in establishing the Autosport Business Exchange thought-leadership events. James led the Network’s business activities in Formula 1 and was the key liaison with Formula One Management.
Prior to that, he built a reputation as one of the most experienced and insightful broadcasters and journalists in Formula 1. He served stints as Lead Commentator for ITV and BBC, commentating on over 250 F1 Grands Prix and won three prestigious BAFTA Awards with ITV. He also served four years as F1 correspondent for BBC Radio 5 Live and 25 years as F1 Business correspondent for the Financial Times. He is a regular contributor to the FT Business of F1.
James Allen said: “I have known Robin for over 15 years and have huge respect for him, his senior team and Right Formula. They have great people and I can’t wait to get started. F1 has evolved significantly in the last five years under Liberty Media and it is poised for a new phase of growth. The 2026 F1 season will be transformative for the sport on many levels. This is the right moment for me to bring my subject matter expertise, relationships and experience to help the agency move to the next level. “
Robin Fenwick, CEO of Right Formula said: “It is a privilege to welcome James to Right Formula in this newly created senior role. He brings a formidable network of contacts and relationships across media, teams, sponsors and Formula 1 themselves plus a wealth of F1 expertise. We are building a team of the very best experts in the world to deliver the best possible results for our clients. In line with that approach, I am truly excited at the impact James’ access, expertise and experience can bring in looking holistically at our integrated outputs across creative, strategy, digital, communications and production.”
