Sidhu & Simon

With LVMH making a groundbreaking 10-year partnership commitment to Formula 1, luxury powerhouses like Louis Vuitton, Moët Hennessy, and TAG Heuer are stepping into the spotlight on the world’s biggest stage. For me, this is a real full-circle moment. As Sidhu & Simon turns 20 this year, I can’t help but think back to as recently as 2019, when pitching F1 to our luxury clients often got polite nods, raised eyebrows, and the occasional “how nice for you.” Back then, F1 was seen as "motorsport for petrol heads," while luxury brands were, let’s say, sipping champagne in a different room. Fast forward to today, and look who's at the table—fully embracing Formula 1 as the perfect global partner. The numbers speak for themselves. Formula 1’s audience now tops 1.5 billion annually, with a younger, more affluent fan base—34% under 35. Female viewership has surged to 40%, attracting new women-focused sponsors (thanks, Financial Times). Since Liberty Media took over, F1 has quickly transformed from a global racing series into a global entertainment powerhouse. Liberty's revenue skyrocketed to $3.2 billion in 2023, with premium Grands Prix like Miami and Las Vegas pulling in new high-net-worth fans and world-class brands. Luxury is also booming, with LVMH is leading the charge. In 2023, LVMH reported a record €86.2 billion in revenue, up 9% from the previous year, with net profits hitting €15.2 billion. The global luxury goods market grew to €1.5 trillion, driven by millennials and Gen Z consumers who crave exclusivity, experiences, and heritage. The intersection of these two worlds - Formula 1 and LVMH could not be more timely or powerful. The collision of adrenaline and refinement is where the magic happens - and Sidhu & Simon couldn’t be more ready and excited for this latest chapter in F1’s remarkable growth. Hats off to Formula 1 and LVMH 👌 #SidhuAndSimon #F1 #LuxuryBrands #LVMH #20YearsInF1 #SponsorshipActivationExperts

Fresh off Oscar Piastri’s stunning victory yesterday in Baku, it’s incredible to witness his stratospheric rise in Formula 1 under the mentorship of old teammate Mark Webber’s fearless Aussie Grit. Looking back to Jaguar Racing's 2003-2004 seasons, we had Mark’s immense talent but couldn’t deliver a car worthy of his potential. Fast-forward to 2024, and it’s remarkable to see how McLaren Racing’s resurgence under Zak Brown has turned them into a class act and serious contenders. Piastri and Norris are showcasing the fearless, no-holds-barred racing mentality that defines true champions. The irony? Red Bull Racing & Red Bull Technology, where Mark Webber once fought hard for recognition, is now benefiting from his real legacy through Piastri’s rise—Not bad for a No. 2 driver, eh? 😉 #F1 #AussieGrit #Piastri #Norris #McLarenRacing #Congratulations #RaceWinner #BoxOffice #AzerbaijanGP #BringOnSingapore

Back in 2001, when I was Communications Chief for the Jaguar Racing F1 Team, we almost made history by signing Adrian Newey. Yep, Newey was on board for one unforgettable, glorious day—until McLaren Racing stepped in, and the rest, as they say, is history.   Fast-forward 23 years, and today's Aston Martin F1 Team announcement has brought similar excitement and anticipation flooding back. The prospect of a Newey-designed F1 car dressed in British Racing Green is finally a reality. With the seismic rule changes coming in 2026, this team has everything it needs to challenge for the F1 World Championship.   But it’s not just about Newey. The only question remains: Who will be at the helm of his masterpiece in 2026?   The next few years promise to be a fascinating ride for everyone involved in this project and for Formula 1   #Congratulations #F1 #AstonMartin #AdrianNewey #F1Future

Scuderia Ferrari's Charles Leclerc wasn’t the only one seen riding a Santander e-bike on track this summer... 🚴♂️ We partnered with Silverstone Racing Club to give a few lucky members the opportunity to ride Santander’s e-bikes around the iconic Formula 1 #BritishGP circuit - just weeks before the race! 🏁 This event marked the start of several innovative trials with Silverstone and our client Santander UK, their Official Sustainability Partner, supporting the #ShiftToZero initiative. A huge thanks to TIER Mobility for their support — here’s to more exciting collaborations in the near future! 🙌 #f1 #sustainability #ebikes #emobility #sponsorship #partnerships #activation #agency

Proud to have served Santander through its 17-year Formula 1 journey, the team at Sidhu & Simon is more excited than ever for the next significant chapter as the Official Retail Banking Partner of F1 starting in 2025. The best is yet to come. #F1 #Santander 

What an incredible summer of sport it’s been! 🌞 Over the next few weeks, we'll be sharing some of our top moments that made this season truly memorable. First up: the Formula 1 British Grand Prix 🏁 🏎 Charles Leclerc took a more relaxed ride around the track than usual when he joined Will Buxton for a #F1 TV circuit guide on Santander UK’s e-bikes. As Silverstone’s Official Sustainability Partner, Santander is supporting the #ShiftToZero initiative, with their e-bikes being a key part of our efforts to drive innovation and sustainability across the circuit. All eyes will be on the Prancing Horse this weekend in Monza. Forza Ferrari! 🇮🇹 Scuderia Ferrari #BritishGP #MonzaGP #ShiftToZero #Sustainability #ForzaFerrari #Sponsorship #Partnerships #PR #Activation #Agency

As we watch the inspiring performances of our Team GB athletes at #Paris2024, it's important to remember where many of these incredible journeys began: our nation's sports clubs. 🇬🇧🏅 Through our research, 88% of adults considered their local sports club a fundamental part of the community. However, many of these clubs are outdated and at risk of closure without further funding. A prime example was the Yeovil Olympiads Athletic Club. In partnership with British Gas, we’ve given this club a new lease of life by implementing high-tech, energy-efficient upgrades. These improvements will reduce the club’s annual energy bills by an impressive 74%, ensuring it can remain open and continue thriving. 💡🔋 The story captured the hearts of the nation last week and, most importantly, ensured every aspiring athlete in Yeovil continues to have the opportunity to reach their full potential. Supporting and investing in these community hubs is crucial, as they are the starting line for tomorrow's #Olympic champions. 🏃♂️🌟 A huge thank you to everyone involved, with special mention to our production partners WING London and NSD Studio, and our client British Gas for believing in this project. 🙏🤝 #CommunitySupport #SportsClubs #EnergyEfficiency #BritishGas #PoweringHomeFans #OlympicDreams #Partnerships #SidhuandSimon

Last week, we launched Olympic Overhaul for British Gas in partnership with Team GB and ParalympicsGB. 🇬🇧   With the help of Olympian Greg Rutherford and TV star Mark Wright, British Gas transformed a struggling community sports facility, which was on the brink of closure earlier this year, by implementing high-tech, energy-efficient upgrades that will help keep costs down and its future bright. 🌱⚡🏟️   The transformation is part of British Gas’ broader effort of ‘Powering Home Fans’, a purpose-driven campaign launched in the run-up to the Paris 2024 Olympic and Paralympic Games, promoting sustainable energy use and supporting communities through sport. 🏅   Watch the full film here 👇 #Community #Sustainability #Sports #BritishGas #TeamGB #ParalympicsGB #Paris2024 #Olympics #PoweringHomeFans #Partnerships

Introducing the Tour De Silverstone presented by our Official Sustainability Partner Santander UK 🚴♂️ Last month, we treated a group of Silverstone Racing Club members to an unforgettable experience. They were invited to ride around our iconic Grand Prix circuit on Santander e-bikes. Along the way, our expert instructors shared fascinating stories and history about different parts of the track. A huge thank you to our Official Sustainability Partner Santander UK and TIER Mobility for helping us create sustainable experiences, as part of our #ShiftToZero strategy. It was the perfect blend of eco-friendly fun and racing heritage! ⚡️🏁

Before the rain came, we took Scuderia Ferrari’s Charles Leclerc and Formula 1’s Will Buxton out on track for a #BritishGP circuit guide courtesy of Santander UK’s ebikes. The ebikes represent one of the many ways in which Santander is supporting Silverstone with its #ShiftToZero as Official Sustainability Partner. Watch the full feature on #F1 TV’s pre-race show on Sunday and on the big screens around #Silverstone this weekend. #sponsorship #activation #agency #sustainability #F1TV