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Ellie Norman and Murray Barnett

Transformation at F1

Friday 18th May 2018


Transformation at F1

The IAA UK chapter was excited to have Ellie Norman and Murray Barnett from F1. Together, they discussed the transformation of F1 under new leadership, with a focus on re-positioning the sport from a sports rights entity to an entertainment and media brand with the soul of a race car driver.

Ellie is a Marketing professional having spent over 15 years predominantly in Automotive and Media across both agency and client-side roles in global, regional and local function.

In 2004 Ellie was headhunted to join Honda Motor Europe achieving accolades such as the ‘Impossible Dream’ TV ad and winning ‘Advertiser of the Decade’ in 2012. Following a change in ownership in 2017, F1 approached Ellie to join the management team as the brand’s first ever Director of Marketing to lead the sport as it grows its fan base and attracts a new younger audience.

Ellie is a Business Leader member of the Marketing Society and has a passion for pilates and classic Porsches.

Ellie was joined by Murray Barnett, Director of Global sponsorships and commercial partnerships for F1. With over 20 years’ experience in media, sports marketing and sponsorships worldwide, he has uniquely worked for sport leagues, governing bodies and sports marketing agencies. After long term roles at NBA Europe and ESPN, Murray joined the World Rugby as Chief Commercial Officer where his responsibilities included TV sales, content development, sponsorship and licensing. In his new role, he is tasked with developing and growing commercial opportunities for partners within F1.



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