Right Formula Acquires Crunch Communications to Strengthen F1 and Motorsport Consultancy

Sponsorship and marketing consultancy Right Formula has acquired the entire issued share capital of specialist motorsport agency Crunch Communications. The move is a strategic step in Right Formula's ambition to build what it calls the 'most complete and capable independent consultancy in global motorsport,' significantly bolstering its capabilities within Formula 1 and the wider industry.

Why it matters:

This consolidation reflects the growing complexity and commercial value of motorsport sponsorship and marketing. By combining forces, the two agencies create a more powerful entity capable of offering a wider range of services—from strategic consultancy to communications—to brands and teams navigating the lucrative but competitive F1 landscape. For clients, it promises more integrated and impactful support.

The details:

• Crunch Communications will join the Right Formula group immediately but will continue to operate as an independent organization under its own brand for the foreseeable future.
• The plan is to 'progressively integrate' Crunch's expertise, systems, and talent into the wider Right Formula organization to unlock synergies.
• Together, the two agencies already support more than 40 international brands and maintain working relationships with every team on the Formula 1 grid, as well as with Formula One Management itself.
• This marks Right Formula's first external acquisition since it brought sports PR and content agency Patterrn into its group in November 2022.

What's next:

The immediate focus will be on the integration process, aiming to combine resources without disrupting current client services. The long-term goal, as stated by Right Formula's CEO Robin Fenwick, is to leverage this combined scale and talent to 'innovate faster, broaden our services and deliver even greater impact' for clients across Formula 1 and other sports. This deal could signal further consolidation in the specialized motorsport marketing and communications sector as agencies seek scale to match the sport's global growth.