WTF Talent seized the growing momentum of the motorsport creator economy to connect leading motorsport brands with passionate fans-turned-influencers.

As a more traditional media house in Formula 1 and motorsport, The Race Media faced significant challenges in competing with the growth of content creators and influencers, and the resulting mass audience shift. In response to that, the team diversified their commercial strategy by finding a truly white space and starting an in-house talent agency, WTF Talent.

This bold move opened a new avenue for growth, generating consistent revenue and consolidating their business model. In the process, the team have worked with 40+ clients that have then been introduced to the broader portfolio of assets at The Race Media.

The commercial model of WTF Talent is a standard talent management agency commission-based model of 20%. However, The Race Media have evolved their monetisation and commercial strategies considerably.

Initially, the team built a commercial pipeline through industry connections and client outreach. This gave early traction, but lacked long term sustainability. From this starting point, the team redefined their business plan by introducing non-exclusive contracts for their talent. This strategic shift allowed them to work with a broader network of creators and influencers, opening the door to a wider net of clients operating in different areas of motorsport.

Beyond this business model adjustment, they doubled-down on building awareness of the WTF Talent brand through direct client communication and a social media strategy. This consisted of an email database of clients that would receive communication on new talent signings, onsite talent at Grands Prix, and then a wider social media strategy from celebrating talent milestones to showcasing their monthly campaigns.

The high standard of campaign management and delivery has prompted over 12 of their clients to return for further collaborations, as well as securing retained partnerships with leading brands such as Williams Esports.

In the past 18 months since its inception, WTF Talent has achieved remarkable growth. The client list has grown to over 75 brands, agencies, and rights holders in Formula 1, with over 200 individual activations for their talent.

Financially, The Race Media have achieved an average MoM growth in commission of £5800 equating to an average monthly growth rate of 241%. In terms of total revenues generated for the wider The Race Media entity, WTF Talent has contributed £479,262 in 18 months, with £88,134 generated already in 2025.

Beyond these direct earnings, WTF Talent has unlocked further revenue opportunities and brand collaborations across The Race Media’s assets such as The Race, Special Projects, The Race Media Awards, WTF1, and Driver Database. This success underscores the value and effectiveness of influencer marketing, and the innovative implementation of the WTF Talent division in this growing space. With The Race Media specialising in traditional media, they have demonstrated innovative and forward-thinking approaches to digital content in F1’s exciting new era.

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