LONDON – 14th October, 2026
Formulate XP, the boutique sports marketing agency built for motorsport sponsors, today announces its five Driving Partners: Diagonal Communications, Sylver Entertainment, Fifty, Collaborate Global and Quokka Group.
Each partner is a leader in its field. Together they form a senior-led network that delivers strategy, data, PR, content, hospitality and event production under one contract.
The Five Driving Partners
Diagonal Communications leads PR and communications. Motorsport PR from inside the sport, led by Matt Bishop, who has run communications at the McLaren and Aston Martin Formula 1 teams.
Sylver Entertainment delivers content and amplification. An Emmy-winning production company behind Hill, Schmeichel, McEnroe and Lomu. Co-founded by Simon Lazenby, lead presenter of Sky Sports F1 since 2012, and Victoria Barrell, a PGA-nominated producer.
Fifty provides data-led audience intelligence. AI plus human expertise, with a 380-million-person panel and listing in the UK Fast Growth 50 Index. Led by CEO Simon Shaw.
Collaborate Global runs event production and experiential activation. More than 1,000 events delivered for 100+ brands across five regions, and nine industry awards. Formulate XP's sister company, led by COO Luke Daniels.
Quokka Group handles hospitality and guest programmes, airport to airport. Founded by James O'Brien, who brings 21 years in Formula 1 hospitality including Red Bull Racing, McLaren and F1 Experiences.
One Team, Every Discipline
Formulate XP sits at the centre and owns the strategy, the client relationship and delivery oversight. Every partner puts at least one senior leader into an advisory seat: a named person the client's team can call for advice, not just delivery.
Tim Silvey, VP Partnerships at Formulate XP, said: "The traditional agency model is twenty years old. Senior people win the pitch, junior teams run the account, and brands can't show the board a return. We built Formulate XP to answer that. One contract, one senior team, and results you can prove."
Ben McMahon, Founder & CEO, added: "We take on fewer clients so each one gets our best people. That's the model. Five services, five Driving Partners, one team."
About Formulate XP
Formulate XP is a boutique sports marketing agency with global reach, working in motorsport. It delivers commercial and partnership strategy, data-led audience intelligence, PR and communications, corporate hospitality and events production, and content and amplification. Senior-led, data-backed, and built for sponsors who demand results. For more information: formulatexp.com.
About Fifty
Fifty is a technology-first audience intelligence and media solutions partner that helps brands and agencies grow by turning proprietary, brand-specific audience intelligence into smarter, faster media strategy, planning and activation.
Independently owned and founded over a decade ago, Fifty's Living Intelligence platform combines deep behavioural data with AI-powered audience simulation, giving brands a privacy-safe, living view of how people think, feel and decide, and the tools to act on that intelligence at speed. For more information, visit fifty.io.
Media Contact:
David Waterhouse
Fifty – PR and Communications
Email: [email protected]
