FEAR & GREED | Business News The business of sports partnerships
Mar 18, 2026
Tim Fung, Airtasker co-founder and CEO, spotlights skilled workers behind F1 and how the brand tells team stories. James Teodorini, Airwallex ANZ lead, explains global sports-sponsorship strategy and product fit with McLaren. They discuss activation beyond logos, measuring sponsorship impact, and F1’s unique global reach and obsession with marginal gains.
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F1 Matches Global Payments And A Culture Of Marginal Gains
- Airwallex chose sports partners that align with markets and product use, not just visibility, linking McLaren to cross-border payments and continuous improvement.
- James Teodorini connected F1's global calendar and obsession with marginal gains to Airwallex's product goals like faster money movement and AI efficiency.
Don't Spend Everything On Rights Without Activation
- Activation matters more than buying rights; leave budget to activate the partnership with content, hospitality and client-facing programs.
- James Teodorini warned that signing is easy but activation—driver interviews, corporate hospitality—creates value.
Sponsorship Doubles As Talent Magnet And Credibility Tool
- Airwallex used the McLaren partnership for internal and recruitment benefits as well as external brand trust, leveraging staff competitions and job-market credibility.
- James Teodorini noted employees ask "are you the McLaren guys?" which aids hiring and morale.