James fraser 1/31/24 James fraser 1/31/24

NKrush named Boutique Agency of the Year at The Race Media Awards

NKrush has been named Boutique Agency of the Year at The Race Media Awards 2024 following its work over the last 12 months supporting F1 promoters in their communications efforts.

The trophy was presented at London’s 100 Wardour Street to a room filled with people from the motorsport community. NKrush was in good company with the likes of BWT Alpine F1 Team, EA Sports and Williams F1 also collecting trophies on the night.

Natalie Neal, CEO and Founder said: “I am totally thrilled to be named Boutique Agency of the Year by The Race Media Awards. We have an incredibly passionate and dedicated team who strive to deliver the best for our clients and to receive this kind of recognition makes me very proud.”

NKrush’s entry highlighted its PR and communications support of Grands Prix in Miami and Mexico where the team has supported with international media relations delivering coverage in some of the world’s most respected motorsport outlets, lifestyle publications and in broadcast media.

James fraser 12/7/23 James fraser 12/7/23

The Inside Line on promoters in F1

Collectively the NKrush team has worked in Formula 1 for 100 years with a variety of promoters across North America, Europe and Middle East. Over the years the landscape of the sport has changed, and with that how promoters put on not just an F1 race, but an event.

Prior to NKrush being formed, founder Natalie Neal and various members of the current team worked for promoters of the Bahrain, Abu Dhabi, Malaysia, India and Korea Grands Prix across various roles. In 2012, NKrush started working with Circuit of the Americas in Austin who were one of the first promoters to bring in music to the F1 race creating a wider entertainment atmosphere. Music has now become part of the fabric of the race week with every promoter looking to get the best acts to entertain the audience that come to the races whether that’s Swedish House Mafia in Saudi Arabia, The Killers in Austin or Foo Fighters in Abu Dhabi.

The Mexico City Grand Prix re-joined the calendar in 2015 and since then NKrush has worked across PR and Communications. Mexico was somewhat of a pioneer when it came to its paddock. It was one of the first promoters to create an environment that was full of entertainment from local food to a Lucha Libre ring with local wrestlers – it put itself on the map as the race that brings the F1ESTA to the calendar and has maintained that reputation right up until today.

Then came Saudi Arabia for NKrush - a place where sport is on the rise. The Kingdom is known for luxury and that fed into the media who were located on their very own island with outdoor space overlooking the water.

Miami joined the calendar in 2022 and NKrush was there from the very beginning supporting promoter South Florida Motorsports (SFM) with industry relations plus communications and media operations. The 2023 event came with a lot of changes based on learnings from the inaugural year including a brand-new Paddock Club - which NKrush was bought on board to support in 2023 - and the team hospitality element of the paddock moving onto the football field making it potentially one of the most expansive paddocks on the calendar. The feedback on the year two changes from media, teams, drivers and fans was incredible and the imagery of the new paddock on the field was something to behold; which other promoter can boast having world class football, tennis, motorsport and even Beyonce in one location across the year?

Most recently Qatar joined NKrush’s F1 roster where the team was bought on board to enhance guest experience for VIPs from His Highness the Amir Sheikh Tamim bin Hamad al-Thani and Qatari Prime Minister Sheikh Mohammed bin Abdulrahman Al Thani to sportstars like David Beckham and Sonny Bill Williams. Over the years F1 has grown to attract global megastars and the experience offered by promoters in collaboration with teams is imperative to create a great experience and leave each individual guest feeling special and looked after. This isn’t something NKrush reserves just for VIPs, every member of the F1 community receives this treatment which has meant the team have developed incredible relationships across the industry.

In Las Vegas, earlier this month we saw a throwback to the Bernie Ecclestone era when he promoted some Grands Prix himself as Formula 1, and Liberty Media bucked the trend of working with a local promoter and took on the organisation and promotion of the inaugural Las Vegas Grand Prix themselves. Whether this is a sign of things to come remains to be seen but it is proof that the exploding popularity and commercial potential of F1, particularly in the US could move the goalposts on the traditional F1 promotion model.

With 24 races coming onto the calendar in 2024, each promoter has to evolve to deliver the best possible event for a variety of stakeholders from fans to partners to teams to media, and NKrush is proud to be integral to that process to a number of promoters across a variety of remits from communications to Paddock Club to VIP guest management.

James fraser 11/21/23 James fraser 11/21/23

NKrush appointed by F1 Arcade

Sports marketing agency NKrush has been appointed by F1 Arcade, the world’s first official premium F1 experiential hospitality brand, to support with its partners.

First opened in 2022 with its flagship London venue, F1 Arcade is expanding globally having recently launched its Birmingham site, with multiple sites to follow across five continents by 2027. The space offers immersive state of the art F1 racing simulation paired with best-in-class food menus creating a competitive socialising environment.

NKrush will be supporting F1 Arcade by generating informed activation and in-market ideas to amplify assets ensuring each brand that partners with F1 Arcade has a range of unique and impactful concepts to bring the partnership to life.

Natalie Neal, Founder and CEO, NKrush said: “The way people socialise has changed in recent years and it’s no surprise that F1 Arcade has come into the market and has had tremendous success since its 2022 launch. I’m delighted NKrush has joined the team to support on partner ideation, an area in which we have a huge amount of experience. We truly understand F1, plus the wider motorsport ecosystem, and are looking forward to bringing this expertise to F1 Arcade and its potential partners.”

Chris Travers, Vice President of Global Partnerships, F1 Arcade said: “It’s great to have NKrush on board who I have worked with long before my time at F1 Arcade. They have a fantastic level of expertise in the field and always bring fresh ideas to activate partnerships in the F1 space. I’m looking forward to delivering some great assets for F1 Arcade’s partners with their support.”

F1 Arcade joins NKrush’s growing client roster across motorsport and sailing including Grands Prix in Miami, Mexico, Saudi Arabia and Qatar, Formula E in Diriyah as well as SailGP.

James fraser 11/1/23 James fraser 11/1/23

The ultimate F1ESTA in Mexico City

NKrush has been supporting the Formula 1 Mexico City Grand Prix since it rejoined the calendar in 2015 across a range of PR and Communications initiatives, from Movember in 2018 to showcasing Mexican culture to media from the world-famous Lucha Libre to local cuisine.

The 2023 edition was no different and once again cemented the Mexico City race as a firm favourite for fans, guests and media alike. The promoter – CIE - goes above and beyond, priding itself in bringing so much fun to the paddock meaning it’s a real calendar highlight for the F1 community.

We caught up with Carla Corbet, PR & Communications Manager at NKrush, about the latest Mexico City Grand Prix.

Q: What is your main role for the Mexico City Grand Prix?

CC: “At NKrush we support on all things comms, from sharing information with the media, organising interviews and supporting broadcasters to get the content they need to working with F1 teams to help deliver fun and engaging activities for drivers to generate content for their social channels – it’s quite a varied role and all about developing good relationships.”

Q: When does planning start for the race?

CC: “We never really stop planning as we’re always looking at ideas to make each year unique. And the race itself isn’t the only time we activate – in May this year we held a dinner in Monaco which is becoming a bit of a yearly tradition and is really important to continue to build relationships. It’s a great opportunity to get everyone together in an informal environment for a bit of fun, and there is often an interesting gift involved, from giant pinatas that were posted out in advance, to bomber jackets on the day highlighting how good everyone thinks Mexico is!”

Q: Are there any activities away from the track?

CC: “The city has such a vibrant culture and it’s great to be able to show that, so there is a packed agenda at and away from the track! This year media were invited to see Xochimilco, the traditional Mexican canals, the annual paddock party on Thursday and a Mexican cooking experience on Friday where guests got to try their hand at cooking some traditional Mexican dishes. In the past we have also visited the Lucha Libre, something everyone should see once in their lifetime!”

Q: What was your favourite thing about this year?

CC: “This year has been incredible and we’ve packed so much into a short space of time. The content we organised for the drivers was really fun from Max Verstappen and Sergio Pérez smashing pinatas, to Valtteri Bottas and Zhou Guanyu racing remote control cars and various drivers making salsa, guacamole and torta de chilaquiles. I think my favourite though has to be the painting with Daniel Ricciardo and Yuki Tsonouda. A local artist sketched their faces and they painted each other – I’m not sure we’ll see the end product in any art galleries but it was a lot of fun and great to see Daniel’s trademark beaming smile.”

James fraser 10/18/23 James fraser 10/18/23

Nkrush supports LCSC at the Formula 1 Qatar Airways Qatar Grand Prix

Sports marketing agency NKrush was appointed by Lusail Circuit Sports Club (LCSC) to enhance guest experiences at its second Formula 1 race, the Formula 1 Qatar Airways Qatar Grand Prix, that took place from 6-8 October 2023.

On the ground NKrush supported LCSC with VIP protocols, and by working with Formula 1 and teams, provided bespoke opportunities to enhance the race weekend experience for LCSC hosted celebrities and partners as well as children from local non-profit organisation Qatar Foundation.

Natalie Neal, Founder and CEO, NKrush said: “It was a pleasure to work with Lusail Circuit Sports Club at its recent Grand Prix. Through our years of motorsport experience and the relationships we’ve built within the Formula 1 community we were able to add real value to guest experiences ensuring LCSC partners and VIPs came away from the weekend having had a fully immersive F1 experience.”

LCSC joins NKrush’s current Formula 1 promoter roster of the Mexico City Grand Prix presented by Heineken, the Crypto.com Miami Grand Prix and the STC Saudi Arabian Grand Prix. For races in Miami and Mexico NKrush supports PR and Communications having done so since the inaugural Miami event in 2022 and since the race returned to Mexico City’s Autódromo Hermanos Rodríguez in 2015.

In Saudi Arabia NKrush manages the Saudi Supercar Club (SSC) and their Founding Members who all own high-performance vehicles and are given the opportunity to drive on the track as part of the F1 weekend. As well as managing track time, the team is also responsible for the build of its paddock and provides a concierge service to SSC’s Founding Members. This year, NKrush also supported Saudi Motorsport Company – the race promoter – partner Petromin.

In addition to PR and Communications in Miami, NKrush manages media operations – a remit also supported in Saudi Arabia since 2021 - ensuring media facilities meet Formula 1 and FIA regulations. Alongside this, NKrush is heavily involved in the Miami-owned Paddock Club element of the race working hand-in-hand with the team on the ground to design and execute suites, manage entertainment and activations across the hospitality space, support relationships with F1 teams and suppliers as well as VIP guest support across the Paddock.

Alongside working in Formula 1 NKrush’s motorsport credentials are further bolstered by its clients within the ABB FIA Formula E World Championship including promoters, partners and teams.

James fraser 10/16/23 James fraser 10/16/23

Perfecting Paddock Club in Miami

Miami is one of the few Formula 1 races on the calendar that owns and runs its own Paddock Club hospitality, and with that comes not only construction but design and the guest experience.

For the 2023 Formula 1 Crypto.com Miami Grand Prix promoter South Florida Motorsport made a multi-million dollar investment to build a three-tier permanent structure that likened building a skyscraper on its side. But constructing the building is just the start; once the building was ready NKrush was tasked with managing the design of seven suites including spaces for Chairman Stephen Ross, Managing Partner Tom Garfinkel, as well as a selection of the races’ partners including J.P. Morgan and AutoNation.

We catch up with one of NKrush’s Account Managers Bailey Longden-Hill who led the six-month design project.

Q: How did the suites go from a blank canvas to hosting thousands of guests for the Formula 1 Crypto.com Miami Grand Prix?

BLH: “It starts with understanding the suite owners’ vision for the space, their personality and within that we also have to consider functionality. We collaborate with interior designers to create mood boards and then work hand-in-hand with the client until we get to a point where the full designs are created and signed off.

“There are a lot of areas to think about when designing a suite from brand guidelines, artwork, wall coverings, TV/LED screen positioning, soft furnishings, florals thinking about the temperature of the spaces, fragrance - each had its own scent - to the overall layout and ratios of lounge space to dining – there’s a lot to consider aside from just how it looks!

“Setting the suites took three weeks and it was incredible to see it all come together. When we go live for the three-day event and have guests enjoying the hospitality it’s about space maintenance, ensuring the suites stay functional and stylish.”

Q: How did NKrush’s prior knowledge of Formula 1 help with this project?

BLH: “Through our many years of experience within the sport we understand how guest spaces need to function, but also niche elements, and this may sound minor, but for example there is a Rolex commemorative table cloth that has to be in place. We also have the contacts to be able to source historical imagery to really showcase Formula 1 over the years and play tribute to some of the best moments in the sport.”

Q: What did you enjoy most about the project?

BLH: “‘One Team, One Dream’ is a mentality that was really taken on by everyone involved! Each and every person was truly committed to the success of the project, had a fantastic attitude, flexible way of working, a solution driven mindset and were a lot of fun too. This was not only critical to the success of the design, but also the guest experience.”

Q: Did you have a favourite item?

BLH: “It has to be the Vesta boards! Think something from a historical era you’d expect to see at Grand Central station in New York. They were installed in Stephen Ross and Tom Garfinkel’s suites and gave a real element of theatre, looking like art in themselves and really caught guest attention. They were programmed to change every hour and display inspirational quotes and song lyrics.”

Q: And finally, what was your favourite suite?

BLH: “For me, it was the Formula 1 suite – it was beautiful, elegant and luxurious. For 2023, the brand created a new suite of artwork that included the logo in the shade terracotta and we were able to pull that new colour through to various elements in the suite including soft furnishings and florals.”

Managing the design of Miami’s Paddock Club is just one element of the wide-ranging work NKrush undertakes on behalf of the race in the sunshine state.

James fraser 10/13/23 James fraser 10/13/23

Bringing the fun to the Miami Grand Prix Paddock Club

For the 2023 Formula 1 Crypto.com Miami Grand Prix offering guests a great Paddock Club was one thing, but surprising and delighting attendees was something equally as important.

The Paddock Club is a Formula 1 staple guest product, but Crypto.com Miami Grand Prix promoter South Florida Motorsport (SFM) had ambitions to make it the best in the industry. Part of that was creating incredible suites where guests could watch the race, but when there wasn’t track action guests needed other ways to be entertained and that is where NKrush came in – creating activations and entertainment that everyone could be involved in. We catch up with NKrush Account Director James Fraser to hear more…

Q: What could attendees of the Miami Paddock Club see and do?

JF: “The Miami Paddock Club is a vast space with lots of different areas, so the entertainment was spread thick and wide across three spaces; The Paddock Club Garden – an outdoor area which people arrived at, the Rooftop which featured DJs and F&B to create that famous Miami day club vibe and then the Lounge that sits within the iconic Hard Rock Stadium.

“The Garden featured an array of live and interactive activations focussed on local culture. Music came from one of Miami's iconic venues from downtown Little Havana - Ball and Chain – featuring Grammy award-winning artists playing authentic Cuban tunes. Art was featured with Wynwood’s Museum of Graffiti who personalised more than 3,000 fedoras and Miami based sneaker firm, Soulfly, that created a limited-edition Miami trainer and offered live sneaker cleaning for guests.

“All this was interspersed with Formula 1 opportunities including a big simulator activation with Fanatec where you could drive the Miami International Autodrome, plus a live art exhibition where artists worked together to create graffiti prints of Formula One and celebrated sports cars.

“There were lots of cool F&B pop ups across Paddock Club but one which particularly stood out was in the Lounge. We offered caviar and tequila tastings with Miami Grand Prix partner and Michael Jordan’s tequila brand Cincoro, paired with the finest Petrossian caviar which was a big hit with guests.”

Q: The Hard Rock Stadium is home to the Miami Dolphins, was this a point of interest for integration?

JF: “A lot of Formula One fans are turning up without having any real insight into the American football culture so we had a Dolphins pop-up activation, bringing to life the team and their achievements over the last 30 years, interspersed with some fun activations.”

Q: How did you go about selecting the theme and acts?

JF: “I think the ethos of the Miami Paddock Club is to be in tune with Miami pop culture so the pillars we focused on were fashion, art, food, and the culture of Miami, which has a real Cuban heritage – so we highlighted those different elements across the Paddock Club.”

Q: Were the varying activations well received by guests?

JF: “Very much so! The Miami clientele is always fun and discerning but I don't think in my many years of attending F1 Grands Prix, I have ever seen 60 people doing a conga!

“For Miami we always try to think bigger, bolder and come up with something that people will find memorable. Miami is a different, upscale, special vibe and I think that came through within the entertainment and the interaction of the patrons.”

Q: What was your favourite activation?

JF: “The pop-up we did with Assouline, the publishing company. We turned one of the suites into an Assouline lounge and library that was beautifully decorated and had around 60 of their amazing and most iconic big books available for guests to come in and interact with.

“My labour of love was curating photography across the Miami Paddock Club. It was the vision of SFM to bring all elements of Formula One to life and to really concentrate on the historic values of why we're here, highlighting the amazing achievements of the likes of Juan Manuel Fangio, Senna, James Hunt, and showcase the rich history that Formula One possesses. We also integrated that history with the most spectacular images and moments from Miami’s inaugural race last year, as well as iconic modern Formula One elements. It provided an amazing showcase, educating guests on the characters and rich heritage of the sport through the power of photography.”

Q: Do American races do entertainment differently compared to some of the other races you’ve worked on?

JF: “Definitely! Miami has come in as a destination race and because of the profile of the city, it needs to do everything slightly bigger and better to uphold its revered status.

“You can’t really compare the US races to some of the European races because it's a whole different ballgame in terms of scale, budget and the expectation of the clientele. They expect to be entertained and surprised, so we always need to be more creative”.

Q: Are you already planning for 2024?

JF: “We’ve got our thinking caps on already and planning is well underway. We understand the elements that worked and want to evolve those, but Miami is not somewhere where we rest on our laurels and repeat. We're always conceptualising new initiatives to raise the bar!”

James fraser 7/18/23 James fraser 7/18/23

Natalie Neal – my top 10 from NKrush’s first 10 years

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1.Red Bull Racing Christmas Party

This event was really the reason I formed NKrush and we became an official company, so it has to be up there at number 1. It was such an unforgettable night that had to live up to Red Bull’s high standards on and off the track. The event was a labour of love and seeing all our crazy ideas come together so well and Gary Barlow headlining the show was a very proud moment I often look back on.

2. NKrush 10th Anniversary Party

This was only last weekend when the whole team went away for a memorable trip together to celebrate our ten-year anniversary. When you are close to your team members you can sometimes compare it to a family and based on long standing relationships of trust, friendship, and respect. I am always meticulous in choosing who works for NKrush and being surrounded by this whole amazing and much-loved gang to mark a special landmark for the company together was a highlight that I will cherish.

3. F1 Miami Grand Prix

There are some places where F1 just works, and Miami is one of them. The inaugural race in 2022 was special enough but taking on an increased scope in 2023 to oversee major aspects of the brand-new Paddock Club was a big and high-pressure job for the team. Seeing everything come together so well from suite design to entertainment and activations and the impact that we all made across the board in the widely commented success of the event was truly satisfying.

4. F1 Mexico City Grand Prix

Another of my favourite clients and a place that I love to visit every year is the Mexico City Grand Prix as it does everything with such style and energy. We are honoured to have held the international PR & Comms contract there since the race returned to the F1 calendar in 2015 and constantly trying to improve year on year is a challenge that I always look forward to.

5. America’s Cup Bermuda

Re-locating to Bermuda for a month with my amazing team to oversee Artemis Racing’s partnership management for the 35th America’s Cup will always be a highlight. The beauty and easy-going nature of this unique island aside, it was the pride of seamlessly looking after 600 guests and the highlight of organising one of our coolest events of all time at the AC Endeavour Ball which raised over $1 million for charity that will always stand out.

6. Formula E, Diriyah

It was a real privilege to have been involved in the first ever global motorsport event in Saudi Arabia working for Diriyah E Prix Promoter CBX in 2018. It feels like we have been there forever now, organising Formula E and Formula 1 annually but that was a special moment and a catalyst for change that happened right in front of our eyes. The event marked the re-introduction of the Kingdom’s first live music concerts for generations and being a part of the incredible wave of pride and emotion with grown men and women crying in happiness was a life affirming moment.

7.Movember F1 Activation

Working for a good cause in F1 with the special team of people at Movember was such memorable and rewarding work. From pop up barber shops, wellness centres and a global F1 team competition to grow the best ‘mo’ – this is an activation and client that meant more, and the team was proud to lead.

8. 40th Birthday Party in Mexico

Being given just a budget, a rough location, and a blank canvas to organise a weekend long series of luxury celebratory events is a rare and attractive proposition. Sometimes the non-corporate events mean more and this Mexican birthday extravaganza for a long-standing client where there was no limit to me, and my team’s creativity will always stand out as one of the best!

9. Heineken F1 media and special projects

We landed Heineken as a client at the height of COVID which marked the start of a great relationship. From the pre-race show in Miami to hot air balloons with DJ’s sets in Brazil and constant media support around their crazy and creative activations, they are such a blast to work for.