Mics Out

BlackBook Motorsport

A show all about the business of motorsport from the team at BlackBook.

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20 episodes
Avg 42 min
English

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August 6 · 34 min
Has F1 become too Americanised?
F1 has gone from 13 commercial partners a decade ago to around 33 today, from a paddock that barred drivers from posting on social media to an always-on content operation, and from a linear US broadcast deal with ESPN to a streaming partnership with Apple. Liam Parker, chief communications and corporate relations officer at F1, has a simple framing for all of it: none of it works unless the racing does. In this episode of the Mics Out podcast, Parker joins motorsport editor Cian Brittle to discuss what "redefining reach" means in the Apple era, how F1 decides when its global partner roster is full, and why he would swap the word Americanisation for modernisation. Recorded ahead of the Hungarian Grand Prix, the conversation also covers the collaborative fix to this season's new power unit regulations, fan activation work with Heineken and Lego, the markets F1 believes are underserved — India chief among them — and how the sport is contingency-planning the end of its season amid geopolitical uncertainty.
June 18 · 17 min
Why Nascar is racing at an active military base in San Diego
For the first time ever, Nascar is racing on an active military base. Yes, you read that right. There are few combinations that feel more quintessentially American. But how did this event come together? Amy Lupo, president of Nascar San Diego, jumps on the Mics Out podcast to discuss how the series is striking a balance between tradition and innovation ahead of the inaugural race at Naval Base Coronado.
June 11 · 27 min
How Williams F1 rebuilt their sponsorship portfolio
Peter Kenyon has a track record of overseeing sponsorship growth for some of the biggest teams in soccer. Now, the former Manchester United and Chelsea chief executive is helping to transform the commercial fortunes of the Williams Formula 1 team. In this week's episode of Mics Out, Kenyon sits down with Cian Brittle to discuss his approach to rebuilding the team's sponsorship portfolio. Williams were in disarray when Kenyon arrived as an advisor in 2022. US private investment firm Dorilton Capital had purchased the Grove-based outfit for approximately €152 million (US$179.5 million) in 2020, yet the team still didn’t have a defined commercial and marketing strategy two years later. The new ownership group also wanted the team to return to title contention despite scoring just eight points across 69 races between 2018 and 2021. Kenyon’s job was to ensure the commercial model matched Dorilton’s lofty on-track expectations, but the path to achieving that has been far from straightforward.
May 7 · 36 min
How McLaren, 23XI Racing, Triple Eight and Jota maximise their off-track success
How do teams across the world operate in top-level motorsport? Talking at the BlackBook Motorsport Forum, outfits from the world of Formula 1, Nascar, Supercars and the World Endurance Championship answered that exact question. Moderated by Mics Out regular Tom Brown, hear from McLaren, 23XI Racing, Triple Eight and Team Jota on how these teams maximise their success off track.
April 2 · 35 min
Otmar Szafnauer, Harry Benjamin, Kate Beavan and Marc Priestley on the current state of F1
The new Formula 1 regulations have caused excitement and controversy in equal measure. Should the increased number of overtakes be appreciated? Or are they too artificial to be enjoyed? To answer those questions and more, host Cian Brittle welcomed industry personalities on stage at the BlackBook Motorsport Forum for a special live edition of the Mics Out podcast. The session features Otmar Szafnauer, Harry Benjamin, Kate Beavan and Marc Priestley.
March 19 · 32 min
The cost of F1's decision to cancel Bahrain and Saudi Arabia GPs
F1 has confirmed this year’s Bahrain and Saudi Arabian Grands Prix will not take place due to the ongoing conflict in the Middle East. Both races were set to take place in April and, with no replacements lined up, there will now be a five-week gap in the Formula One schedule between visits to Japan on 29th March and Miami on 3rd May. But, outside of the loss of on-track action, this decision has serious financial implications for the sport. Mics Out breaks down the ramifications.
March 5 · 30 min
Why MotoGP isn't F1 on two wheels
As MotoGP begins its first full season under Liberty Media ownership, questions remain around the future direction of the series. This week, Mics Out host Cian Brittle sits down with MotoGP's managing director of global marketing, Kelly Brittain, to find out how the championship wants to position itself. As Liberty continues to adopt a cautious approach to its new motorsport series, MotoGP management has made a series of apparent F1-inspired decisions – but launching a unique and independent marketing strategy will be crucial for any future success.
February 20 · 30 min
Nascar 2026 season preview and F1 signs surprise Barcelona extension
After Tyler Reddick won the Daytona 500 to kickstart another season, Mics Out picks out the key narratives set to dominate a season of new beginnings and unknowns in Nascar. How will permanent charters affect team values and investment moving forward? And will the absence of Steve Phelps have a long-term impact on the sport's direction? Listen out for the full discussion, as well as analysis of Formula 1's decision to offer a surprise contract extension to the Circuit de Barcelona-Catalunya. Cian and Tom also discuss the line between sport and entertainment after Formula E let influencers loose behind the wheel in Jeddah.
February 20 · 30 min
Nascar 2026 season preview and F1 signs surprise Barcelona extension
After Tyler Reddick won the Daytona 500 to kickstart another season, Mics Out picks out the key narratives set to dominate a season of new beginnings and unknowns in Nascar. How will permanent charters affect team values and investment moving forward? And will the absence of Steve Phelps have a long-term impact on the sport's direction? Listen out for the full discussion, as well as analysis of Formula 1's decision to offer a surprise contract extension to the Circuit de Barcelona-Catalunya. Cian and Tom also discuss the line between sport and entertainment after Formula E let influencers loose behind the wheel in Jeddah.
February 5 · 46 min
Which F1 team has started 2026 with the best sponsorship strategy?
One month into the new year and Formula 1 has barely paused for breath on the commercial front. At the time of recording, 34 partnerships had been announced - a rate of more than one per day. But which team has cut through the noise to make the best impression so far? Cian and Tom review the sponsorship strategies of each team on the F1 grid and picks out the deals which have particularly caught the eye. The team also look back over the shakedown in Barcelona and ask the all-important question: does it actually matter?
January 22 · 48 min
Why Formula E is facing the most decisive year in its history
This month, Formula E headed to Mexico City for its best-attended event of the season, and Mics Out went along to witness it first hand. Across the weekend, Cian sits down with chief executive Jeff Dodds, chief championship officer Alberto Longo, and vice president of sustainability Julia Palle, to find out about how Formula E is setting itself up for the Gen4 era. Plus, hear from the team bosses at Porsche, Nissan, and Andretti on how they devise their commercial strategies in a difficult sponsorship landscape.
January 15 · 44 min
2026 predictions and a New Year quiz showdown
As another year gets underway, the Mics Out team offer their predictions for the 2026 season. Who's winning their respective championships? Cian, Tom and Pete play Nostradamus for F1, Nascar, IndyCar, MotoGP and Formula E. Cian and Tom also offer in-depth Formula 1 predictions despite having no idea who will emerge on top in the new regulations - what could go wrong? Also, look out for a controversial prediction or two. Cian also brings a Christmas stocking filler into the office to challenge Tom to a New Year quiz.
Dec 11, 2025 · 57 min
A Motorsport Showdown for the Holidays
The Mics Out Christmas special is here as Cian Brittle and Tom Brown are joined by SportsPro's Steve McCaskill and Josh Sim for a chaotic end-of-year showdown. From F1 storylines and 2025 season drama to circuit-drawing challenges, buzzer rounds and bold predictions, the team battle through four quiz rounds to decide this year’s champion.
Dec 1, 2025 · 1 hr 1 min
Nascar's Brian Herbst on year one of new media rights deal
Jet lag won't stop Mics Out this week as the team reviews the Las Vegas Grand Prix while Cian adjusts to UK timings after a hectic weekend. At 26:07, we shift gears into an exclusive interview with Brian Herbst, chief media and revenue officer at Nascar, to review the first year of the series' new media rights deal. Listen out for insights into how the poor ratings on USA Network affected the playoffs format, why TNT and Prime Video exceeded expectations, and how the championship's commercial conversations are shaping up ahead of 2026.
Nov 12, 2025 · 50 min
Las Vegas GP preview: In conversation with Emily Prazer and Steve Hill
The Las Vegas Grand Prix has established itself as one of F1's most commercially impactful events after a polarising debut in 2023. Ahead of the third edition of the race, BlackBook Motorsport editor Cian Brittle sat down with Emily Prazer, chief commercial officer of Formula 1 and president of the Las Vegas Grand Prix, and Steve Hill, president and chief executive of the Las Vegas Convention and Visitors Authority. Following a review of the recent Brazilian Grand Prix, listen to this exclusive interview (16:32) covering off the logistical effort that goes into the race, how organisers are trying to revolutionise fan engagement, and establishing Las Vegas as a year-round destination for Formula 1.
Oct 29, 2025 · 55 min
Why is Lewis Hamilton the most marketable athlete in the world?
Limiting the F1 star's influence to on-track success would not do justice to the impact of a generational athlete who has transcended motorsport. The Mics Out team unpacks the scale of Hamilton's off-track interests that have transformed him into a global superstar, while ex-McLaren comms chief Matt Bishop offers his thoughts on how the 2021 Abu Dhabi Grand Prix elevated Hamilton's profile even further. The team also discuss the other seven motorsport drivers that were included in the wider list of 150 athletes profiled by SportsPro and NorthStar Solutions Group.
Oct 17, 2025 · 49 min
Apple and Formula 1: A new era of growth in the US?
The long-rumoured US TV rights deal between Formula 1 and Apple has finally been confirmed, in what is a milestone moment in F1's continuing strategy to grow in the United States. The Mics Out team analyses what the deal means for Formula 1, for Apple, and for US motorsport fans, whilst also reflecting on the step change it represents in the US sports broadcasting market. Elsewhere, there's a round-up of the Formula 1 teams' latest financial results and a discussion on Porsche's decision to leave the World Endurance Championship at the end of 2025. Also, hear the team's thoughts on Formula E's broadcast strategy in the UK, as well as NASCAR's ongoing struggles with viewership of its playoffs.
S2 · E21
Oct 3, 2025 · 56 min
Why Extreme H is 'the most exciting motorsport proposition in 30 years'
After a hiatus of a year, Extreme E is returning to action in a new hydrogen-powered format: Extreme H. The Extreme E World Cup will take place in Qiddiya City, Saudi Arabia, from 9th to 11th October, and the series' managing director Ali Russell sits down with Cian Brittle to discuss the new series. In this exclusive interview, Russell reflects on the final chapter of Extreme E and explains how the reimagined series is positioning itself for long-term success. The Mics Out team also sit down to discuss the latest business news, including Cadillac's commercial capture of Jim Beam, the exciting collaboration between F1 Academy and Hello Kitty, and why Red Bull makes such a marginal profit in F1.
S2 · E22
Sep 18, 2025 · 55 min
Why Audi's F1 car won't be covered in logos
Audi and Adidas seems like a match made in heaven, but why has the famous manufacturer only announced three major partners ahead of its F1 debut? The Mics Out team analyses the unique commercial strategy that Audi hopes will promote a premium and exclusive look to the team's car, something that will leave it looking much sparser than its rivals. Elsewhere, there's discussion around the future of Alpine in Formula 1 and why big names from the global series are looking at MotoGP as an investment opportunity. Also, hear why IndyCar's planned event in Mexico City couldn't go ahead and why Nascar's playoffs are no longer fit for purpose in 2025.
S2 · E20
Sep 2, 2025 · 56 min
IndyCar 2025 season review: Palou brilliance, Fox investment & off-track politics
Another IndyCar season is in the books, and yet anothertitle has been added to Alex Palou’s trophy cabinet. This year’s ascent to championship glory may have seemed like a foregone conclusion for much of the season, but four titles in five years is a phenomenal achievement that underlines the Spaniard as one of motorsport’s preeminent talents. Cian & Tom look back over the season's major talking points, including the controversy surrounding Team Penske and Fox's major investment into the series. Also, the team analyse McLaren's decision to upgrade Mastercard to naming rights partner and what this means for the rest of the team's sponsorship portfolio.

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