Managing Director
Antoine Magnan
Former Commercial Director, Alpine F1 Team. 13+ years in Formula 1 partnerships, after 7 years brand-side at HP.
Partnership, heldto a Formula 1standard.
We help brands choose, negotiate and prove the partnerships that carry their name. In sport and entertainment.
Track record
Brands
Rights holders
Is a partnership right for you?
A partnership earns its place when it answers a business question. Four situations where it usually does.
01
You are entering a new market
The right partnership buys credibility and an audience faster than advertising alone.
Genesis in Europe02
Your brand image has stalled
A partnership builds preference, not just awareness: it shapes how people see you and whether they choose you.
03
You hold partnerships you cannot measure
We audit what you already pay for, then tell you what to keep, renegotiate or exit.
04
A renewal is coming up
Walk into the negotiation with benchmarks, not the rights holder's deck.
And if a partnership is not the answer, we will tell you in the first meeting.
Tell us your situationWhere your audience already is.
Formula 1 
Tennis · Roland-Garros 
Basketball 
Rugby
And beyondEndurance & Le Mans · MotoGP · Football · Cinema · Music · Gastronomy. Wherever your audience is.
Every sector on the clock.
A lap is won across three sectors. So is a partnership.
S1 · Map
Properties, competitors and white space, benchmarked against your objectives.
S2 · Value
The return is modelled before signature. Decisions rest on benchmarks, not intuition.
S3 · Structure & prove
Deal, activation and measurement built as one system, then reported.
Both sides of the table.
We have sat on both: running a P&L brand-side at HP, managing partners rights-holder-side at Alpine F1 Team.
Genesis Magma Racing · FIA WEC
Forged in the paddock.
Where our standard was set, and what we have built since.
- Noxan mandate · 2026
Genesis Magma Racing
FIA WEC · Hypercar · 2026
- Role
- Full commercial mandate for the debut season, and support for the Genesis brand's entry into Europe.
- Outcome
- 4 partners signed
- Gaming & consumer partnership
Microsoft Xbox
x Alpine F1 Team
Taking a decade-long enterprise partnership to a consumer audience with Xbox
Read the case study - Business platform & co-innovation
DP World
x Renault DP World F1 Team
A title partnership built as a supply chain alliance
Read the case study - Market entry
Tmall (Alibaba)
x Renault Sport Formula One Team
Using F1 to support a China growth strategy
Read the case study - Cross-sport audience alliance
LaLiga
x Renault Sport Formula One Team
A first-of-its-kind partnership between an F1 team and a football league
Read the case study
Who you will work with.
Operator experience
13+ years inside Formula 1 commercial teams. We know how rights holders price and negotiate.
Senior attention
The founders lead every mandate, from the first meeting to renewal.
Aligned incentives
No advisory fee for brands. We are paid when the right deal closes.
Strategy & Partnerships
Julien Khouri
Tech M&A background. Transaction discipline applied to partnerships.
Considering a partnership?
Tell us what you are trying to achieve. We will tell you where a partnership can create value, and where it cannot.
Antoine Magnan
Julien Khouri
Office
22 Avenue Pierre Lefaucheux, 92100 Boulogne-Billancourt