Stop Selling Sponsorships, Start "Joining Dots"

Mark Blundell on constructing B2B ecosystems

Dec 22, 2025

In this week’s podcast episode, we sit down with a true multi-hyphenate of the motorsport world. Mark Blundell is not just a former Formula One driver, IndyCar winner, and Le Mans champion; he is a CEO and team owner who has successfully navigated the transition from driver to astute businessman.

From sleeping in a drawer in a static caravan to negotiating deals with global conglomerates, Mark’s journey is a masterclass in grit, “dot joining,” and the evolution of motorsport sponsorship.

Here are the top takeaways from our conversation.

The Hustle Behind the Helmet

Mark’s entry into racing wasn’t paved with silver spoons. His family had no background in motorsport; his father was a panel beater, and his first home was a mobile home. Despite struggling academically due to undiagnosed dyslexia, Mark found his edge in motocross before transitioning to cars at age 17.

His rapid ascent from Formula Ford to testing for Williams F1 by 1989 was driven by mechanical empathy. He could translate sensory data from the car into feedback for engineers. But the glamour of F1 often hid a harsher reality. Mark recalls his time at Brabham, where he sometimes had to sit in the factory and refuse to leave until his paycheck cleared.

“You know, you can drive. That’s the easy part... being the CEO, being the motivator, being the politician, being the CFO. That’s all that goes on in the cockpit of a race car.” — Mark Blundell

Beyond the “Sticker Slap”

One of the most valuable segments of this interview was Mark’s philosophy on modern sponsorship. He argues that the era of simply slapping a logo on a car is over. Instead, success lies in “dot joining”: connecting partners with one another to create value that exists outside the race track.

The Network Effect: Mark began monetizing his contact list years ago by connecting professional drivers with trusted advisors, such as private banks and lawyers.
Creating Value: MB Partners now services over 40 corporate clients, facilitating deals that have nothing to do with racing, such as connecting a telecom partner to a corporate client to manage 800 handsets.
Community Impact: Value also comes in the form of CSR. Mark’s team ran a STEM program for 500 schoolchildren this year, delivering value to partners that goes beyond brand visibility.

The Future of Motorsport Commerce

As a team owner of a British Touring Car Championship (BTCC) outfit, Mark has a front-row seat to industry shifts.

Brand Association: He notes a return to brand awareness through association and licensing, citing the massive LVMH deal in F1 as a prime example of high-level luxury alignment.
Economic Resilience: In a stifled economic climate, Mark emphasizes that relationships and trust are paramount. The goal is to “dig deep” with partners to ensure survival and mutual growth during choppy times.
Expansion: Despite the challenges, Mark is expanding his team to run two Toyota cars next season, betting on the car's development potential and the strategic advantage of having a teammate on track.

Advice

Mark offered three pillars of wisdom:

Don’t Burn Bridges: The sport is fickle. You must be able to walk back through doors you previously exited.
Learn to Say No: Don’t let enthusiasm lead you to overcommit. Analyze opportunities deeply, and if it doesn’t fit, have the confidence to decline.
Deliver: Ultimately, you are in the delivery business. If you deliver on your promises, the relationships—and the revenue—will follow.

Take Action

Are you looking to move your sponsorship model beyond the “sticker slap”? Take a page out of Mark’s book this week: Identify two partners in your current network who could benefit from knowing each other, and make the introduction. That is the first step in “dot joining.”