Creating Winning Partnerships
The experts making a difference
Because one size doesn’t fit all
Peter Del Nero’s motorsport marketing career was a natural extension of the need to fund his own on-track success at national level. His personal experience of building partnerships and providing return on investment have proved invaluable to understanding what a client really needs.
Peter’s motorsport passion led to him establishing a working relationship with VIAGP President, Ted Dobrzynski, more than two decades ago. Since then, he’s played an instrumental role in creating innovative marketing and promotional opportunities that exceed expectations.
Adrian’s sports marketing career grew out of his early involvement with racing schools and work as a mechanic in Formula Ford. After two years of karting to satisfy his personal racing ambitions, he moved to Finland and launched Nordic Sports Marketing – which grew to become Scandinavia’s largest sports merchandise company – as well as the successful SupportersPlace.com brand.
Adrian first met VIAGP President Ted Dobrzynski in 2005 and successfully collaborated on a number of F1-related sponsorship projects before eventually joining VIAGP full-time.
Originally trained and practising as a commercial lawyer, Kate was then recruited by Bernie Ecclestone: working with him for 14 years on numerous commercial projects. Eventually she was chosen to head up the $100m+ Global Hospitality and Experiences division under Liberty Media.
Kate introduced a raft of new commercial initiatives to the hospitality business, including the hugely successful F1 Experiences brand, the high profile Pirelli Hot Laps programme, the Expert Host programme and Track Tours. These created a new level of engagement for guests in the Paddock Club, as well as many innovative partnerships with globally-recognised brands.
Kate left Formula 1 in 2021 to pursue her own advisory business and has been active in bringing new commercial entrants into sport, while advising entities how to get the very best out of their investment.
Kate is proud to sit on the European board of SIGA, the Sport Integrity Global Alliance which aims to bring universal ESG standards to global sports.
VIAGP reserves the right to correct the site’s content at any time and without warning. However, VIAGP cannot guarantee the correctness, precision, thoroughness or completeness of the information available on this site.
As a result, VIAGP declines responsibility:
* For any site interruption, any bugs, errors or omissions contained in the information available on the site.
* For any and all damage resulting from a third party’s fraudulent intrusion which causes modifications to the information contained on the site, from any direct or indirect damage, whatever its cause or causes, nature, origins or consequences. This includes costs resulting from the purchase of goods on the site, profit, client and data losses or any other loss of material goods arising from anyone’s access or failed access to the website, or any credit granted to information coming directly or indirectly from the site.
The site may include links to other websites or other Internet sources VIAGP cannot control these sites and external sources. Hence, VIAGP cannot be held responsible for those sites or external sources, and declines any responsibility for the content, advertising, products, services and any other material available on or branching off those sites and external sources. In addition, VIAGP cannot be held responsible for any damage or losses, true or alleged, deriving from the use or from having trusted the content, or goods and services available on those sites or external sources.