Out Lap is a Motorsport Partnership & Marketing Agency
Based in London, we help brands, teams and agencies deliver motorsport marketing, communications and partnership activation across Formula 1 and global racing series.
Our Track Record
Motorsport Marketing, Built for the Modern Racing Ecosystem
Motorsport today sits at the intersection of sport, media and culture. Teams operate as publishers, partners expect measurable outcomes and fans engage with racing through digital platforms as much as the track itself.
Built on experience inside Formula 1 teams and international racing series, Out Lap helps organisations turn the stories, personalities and performance of racing into marketing that connects with fans.
Areas of Expertise
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Partnerships & Rights Strategy
We help brands, teams and agencies turn motorsport partnership into campaigns that fit naturally within the racing ecosystem.
From rights utilisation to activation planning, we design strategies that connect partners with fans and deliver value across a season.
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Activation & Campaign Architecture
Strong activations don’t happen in isolation, they need to align with race narratives, team storytelling and the wider season.
We help organisations structure campaigns that work across the championship calendar rather than as one-off moments.
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Motorsport Ecosystem Advisory
Motorsport is a complex environment where teams, partners, drivers and media platforms intersect.
We advise organisations on how to navigate this ecosystem - from entering the sport to developing more effective collaboration between brands, agencies and teams.
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Strategy Workshops & Playbooks
We run practical workshops designed to help organisations strengthen their motorsport marketing and partnership activations.
Examples include:
• Rights to Reach Audit
• Season Architecture Workshop
• Partner Activation Diagnostic
Strategy Workshops
Structured strategy sessions designed to help brands, teams and agencies develop stronger motorsport partnership strategies and campaigns.
Rights to Reach Audit
Assess how partnership rights translate into campaigns, storytelling and measurable marketing impact.
Season Architecture Workshop
Design campaigns that evolve across the championship calendar rather than relying on one-off activations.
Partner Activation Diagnostic
Evaluate how activations align with team ecosystems, digital platforms and racing narratives.
Motorsport Marketing Insights
Thoughts on Formula 1 partnerships, sponsorship activation and motorsport marketing.
About Out Lap
Out Lap was founded by Kim Hobson, a motorsport marketing strategist with experience working across Formula 1 teams and international racing series.
Her work has focused on the intersection of partner activations, digital storytelling and team content ecosystems, helping brands translate motorsport partnerships into campaigns that resonate with fans.
Today Out Lap advises brands, teams and agencies on how to navigate the motorsport ecosystem and develop more effective partnership activations.
Experience across:
Formula 1
Formula E
WRC
Endurance racing
One-make championships
Start Your Engines
We work with brands, teams and agencies looking to strengthen their motorsport partnerships and campaigns.
If you'd like to discuss a project or strategy session, get in touch.