Advisory Board

BlackBook’s Advisory Board members help guide what we do. They form our ‘Leaders in Motorsport’ series for consistent insight from senior figure-heads across the motorsport industry.

BlackBook is proud to have the following members:

Motorsport Series

Ellie Norman

Director of Marketing and Communications

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 functions.

In 2004 Ellie was headhunted to join Honda Motor Europe as Communications Manager from agency-side.  Accolades include ‘Impossible Dream’ TV ad and winning ‘Advertiser of the Decade’ 2012 The Arrows.  In 2009 Ellie’s role was expanded to lead the communications strategy for 27 markets responsible for pan European Advertising, media, digital and printed materials.

In September 2012 Ellie was asked to join Virgin Media as Head of Advertising.  During her time at Virgin Media, Ellie led the involvement of all Brand campaigns with a renewed focus on the key drivers of Brand Equity and ultimately the value ‘Brand’ contributes to the business.  This resulted in Virgin Media’s most efficient brand communications to date and creatively the first Gold Arrow for the Bolt 9.58 sec ad.

January 2014, Ellie’s role was expanded to develop and lead the strategy and implementation of Sponsorship.  This resulted in a shift away from V Festival and an emphasis on strategically relevant partnerships, and included Southampton Football Club, Football Supporters Federation, BAFTA TV and EGX.

Following the change in ownership at F1, Ellie was asked to join the management team in as the companies first ever Director of Marketing to lead the sport as it grows its fan base and attracts a new younger audience.  This includes a new identity for the sport after 24 years and a focus on fan engagement.  This role has since been expanded to include Customer Service and Communications.

Michael Dreiser

Manager Motorsport One-Make Series

Having obtained a Diploma in Business and Computer Science at the Technical University of Darmstadt, between 2005 – 2008 Michael was the Manager Motorsport at Porsche Asia Pacific Pte Ltd in Singapore, where he was in charge of the pan-regional race activities of Porsche in Asia (incl. China).

Between 2009 – 2014 Michael was Manager International One-Make Series at Dr. Ing. h.c. F. Porsche AG in charge of the one-make series being operated in various countries, before now taking charge of the entire business field of the one-make series, including the series being operated from HQ and the planning and sales of the 911 GT3 Cup.

Chad Siegler

VP International Business Development & Partnership

Chad Seigler, NASCAR Vice President, International Business Development and Partnerships, is a 20-year sports industry veteran. He currently oversees all commercial and revenue growth for NASCAR’s international business platforms.

Seigler’s team is tasked with developing and growing business relationships across the globe, including NASCAR’s three international series – NASCAR Pinty’s Series in Canada, NASCAR PEAK Mexico Series and NASCAR Whelen Euro Series. He is based in Charlotte, North Carolina and manages team members in Los Angeles and Daytona Beach, Florida.

Geroge Fuchs

Managing Director

Managing Director at FIA European Truck Racing Championship, in charge of  promotership, securing of partnerships and the smooth running of the prestigious racing championship.

His career began at Reiter Engineering/ Lamborghini Motorsport, leading an R&D project to develop the Super Trofeo race car Gen I. Further to this, being responsible for SRO Motorsport Group’s marketing and commercial department for FIA GT and Blancpain Endurance Series.

Brad Gerber

Vice President of Sales & Chief Development Officer

Brad Gerber, a skilled sales executive with vast experience in the world of automotive publishing and digital media, was named NHRA vice president of sales and chief development officer in January 2016.  He leads NHRA’s sales and business development team and oversees all media sales, corporate sponsorships, and revenue development initiatives.

Gerber was an executive at Source Interlink Media and its predecessor companies Primedia and Petersen Publishing. He worked internationally for Skin Diver magazine, served as publisher for Hot Rod and Automobile magazines, and eventually rose to the rank of executive vice president, chief revenue and marketing officer for the entire company which at the time had over 100 enthusiast brands.

James Geidel


A passion of motorsport started at a young age with racing karts, which led James to proceed a career in engineering in motorsport before joining RGMMC in 2009.

Today RGMMC is a company dedicated in the promotion and organisation of International karting events and service provider to motorsport events and ASN’s.

In 2018 RGMMC was granted the role as promoter to the FIA Karting European and World Championships.

Catherine Bond Muir

Chief Executive

Catherine is a former intellectual property solicitor who specialised sports law.  In 2000, she moved into corporate finance and spent over a decade working on sports and gaming M&A deals and IPOs.  These included the sale of Chelsea Football Club to Roman Abramovich and the acquisition of Aston Villa by Randy Lerner.  Catherine has spent 3 years developing the idea of W Series and putting a management team in place.  Whilst having no historic professional experience in motor racing, she continues to learn about the sport. Three years on, she is surrounded by a highly talented and experienced team making this vision happen.

SJ Luedtke

Vice President, Marketing

SJ Luedtke, INDYCAR Vice President, INDYCAR is a 22-year Sports Marketing veteran across multiple sport and marketing disciplines.  In her current role, she leads the vision and strategy for the INDYCAR brand, aiming to bring a fresh perspective to the sport and engage a new generation of fans.

Prior to joining INDYCAR this year, SJ led the North America marketing teams for Nike (American) Football and Nike Kids where she directed teams to reimagine the businesses’ approach and better leverage athletes to inspiring and serve the consumer.  Previous to her time at Nike, SJ lead agency teams in strategy and execution of top brands investment in sports and entertainment, including Goodyear’s motorsports and Airship marketing.

SJ’s motorsports career started 22 years ago over a conversation at the world famous Siebkens Resort in Elkhart Lake, where she secured a position with Newman-Haas Racing working for Carl Haas and Paul Newman.

Shai Shammai

Global Head of Sales

Shai is a UK-based experienced advisor and business leader with two decades of international business experience. Prior to joining SRO, Shai lead FTSE250 QinetiQ’s UAV campaign and prior to that was the UK MD and VP International for a UAV OEM. During this time, he become a Fellow of the Royal Aeronautics Society for his contributions to the aeronautics profession. He is also a former Director of Consulting for Frost & Sullivan’s EMEA group. Shai has served as Board Director and on the Advisory Board of several technology companies. He holds an MA in Psychology, MBA from Cass Business School and was previously a visiting lecturer at Queen Mary University of London.

Michael Lock

Chief Executive

Michael Lock is the CEO of AMA Pro Racing as well as the International Marketing & Communications lead for NASCAR’s Garage 56 Program. He has crafted a career in sales, marketing and brand development working with brands ranging from: Triumph Motorcycles, Think electric cars, Ducati, Lamborghini and AMA Pro Racing. Lock’s expertise has delivered differentiation, commercial development and enhanced brand value.

Lock brings a wealth of commercial and communications experience, gained across the international motorsport and automobile industry.

James Taylor

Chief Championship Officer

Alberto Longo

Co-Founder & Chief Championship Officer

Peter Thul

Sporting Director

Jamie Black

General Manager - Commercial

Motorsport Teams

Yan Lefort

Commercial Director

Started as junior PR for the Rothmans brand involved in F1 in 1994 with the Williams Team. Initiated lifestyle PR projects and launched the first digital communication tools in the sport. Joined British American Tobacco as the Global PR Manager for the Lucky Strike brand involved in F1 with the AR team.

Became independent and ran Yan Lefort Consulting from 2006 to 2010. The agency, based out of Paris and London provided strategic PR support to brands willing to activate their respective sponsorship programs in the F1, A1GP and GT1 championships. The consultancy was also managing the image of the F1 world champion Jacques Villeneuve.

In  2011, Yan joined IWC in Switzerland to manage the global partnership programs, to include the Mercedes F1 sponsorship. In August 2018, Yan joined the Alfa Romeo Sauber F1 Team as Commercial Director.

James Barclay

Team Director

James has over 15 years of experience in Marketing and PR in the automotive and motorsport industry. After completing his degree in Marketing James became UK PR Manager at Bentley Motors Ltd where he was responsible for UK media activities during Bentley’s successful return to the Le Mans 24 hours. In 2006, Barclay was appointed Head of PR & Marketing for the Asia Pacific region and lived in Singapore until 2010.

In 2010, Barclay was appointed as Head of Marketing for Bentley Motors Inc, which saw him living in Boston, Massachusetts, before returning and taking up the position within Jaguar Land Rover.

James’s passion for motorsport started growing up in South Africa, which led to James racing at a national level in the UK.

Lin Jarvis

Managing Director

Lin Jarvis may have been born in a blue shirt. The Brit has spent a career with Yamaha and filtered through many different departments at the European HQ. Creator and head of Yamaha Motor Racing  based in Italy as well as Team Principal of the Monster Energy Yamaha MotoGP team with Maverick Viñales and Valentino Rossi as star riders. He is regarded as one of the most prominent players in the MotoGP paddock and the visible western face of a brand that is instantly recognizable and has enjoyed fantastic success in the last fifteen years thanks to seven manufacturer world titles and seven rider world titles.

Richard Millener

M-Sport Ford World Rally Team Principal

Having begun working for M-Sport 12 years ago as a parts salesman, Rich has worked his way through the ranks of M-Sport, from heading up National Rally Championships in the UK and Ireland with the Fiesta Sporting Trophy, before progressing to sales manager of the worldwide winning Fiesta R5 car, as well as co-ordinating all of M-Sport’s private World Rally programme customers. In January this year he took on the role of Team Principal for M-Sport Ford World Rally Team allowing company founder Malcolm Wilson to take a step back from the WRC. As the WRC’s youngest ever team principal it is a challenge that Rich was very excited to experience and is now looking forward to moving the team forward to try and re-create the recent success that saw M-Sport crowned the WRC Champions in 2017 and 2018.

Antoine Magnan

Head of Partnerships

After few years at HP managing successfully different product lines, Antoine joined Renault Sport F1 in 2012 to develop power unit supply to customer teams. Strongly involved into Renault Sport F1 Team’s come back as full fledge formula one team while chief of staff of the Managing Director, he’s now in charge of all partnerships of the team.

Tommaso Volpe

Motorsports Director

Nick Stocker

Commercial Director

John Olguin

Senior VP Marketing & Communications

Brands in Motorsport

David Tsurusaki

Global Motorsports Technology Manager

Sabrina Kreienborg

Head of Global Sponsorships

Certified international specialist and passionate contributor to making DHL the leading global brand in the logistics industry. Having worked in various Corporate Functions, Sabrina took over responsibility for DHL’s Formula 1 sponsorship in 2009 and subsequently established the global sponsoring strategy for DHL, making it a key platform for the company’s 360° Marketing and Communications activities. Today, the portfolio encompasses 14 world-class partnerships reaching and engaging a global audience, incl. 7.6 billion cumulative TV audience and 630 million fans online.

DHL’s family of divisions offer an unrivalled portfolio of logistics services ranging from national and international parcel delivery, e-commerce shipping and fulfillment solutions, international express, road, air and ocean transport to industrial supply chain management. With about 360,000 employees in more than 220 countries and territories worldwide, DHL connects people and businesses securely and reliably, enabling global trade flows.

Jose Villanueva

Sponsorship Manager

José started his career at Santander UK where he was involved in the activation of several motorsport properties such as McLaren Mercedes Team and British F1 Grand Prix title sponsorship.

After that, back in 2010, he joined Santander HQ as part of the Corporate Marketing Team, leveraging worldwide Scuderia Ferrari F1 Team and several F1 rounds title sponsorships.

Since 2015 he has been managing the sports portfolio of Spanish Beverage Group Hijos de Rivera with a special focus on the motorsports activation of its flagship beer brand (Estrella Galicia 0,0 a) as well as other sport properties through its premium water brand (Cabreiroá).

Nicolas Ziegler

Head of Markets, Brand and Events

Florian Daetz

Strategic Motorsport Partnerships Manager

Andrea Ferrero

Ferrari Sponsorship Manager and Motorsport Incentives

Julia George

Global Sponsorship Manager

Federations & Strategic Partners

Stuart Pringle

Managing Director

As Manging Director of Silverstone Circuits Ltd, Stuart is not only responsible for the delivery of the world class programme of motor racing events at ‘The Home of British Motor Racing’, but he is also charged with the transformation of Silverstone from solely a motor racing circuit to a far broader leisure business.

Previous circuit management and events promotion experience includes spells as Sporting Director at Silverstone and Motorsport Events Manager at Brands Hatch.

For eight years Stuart was the Club Secretary of the British Racing Drivers’ Club and he also spent five years as the Club Secretary of the Vintage Sports-Car Club, where he oversaw an extensive programme of 35 historic motor sport events annually.

Stuart served for five years as an officer in the Royal Tank Regiment in the British Army and holds a degree in Real Estate Valuation.

David Mendelsohn

CEO & Founder

David set up his first import/export company at the age of 20 in Sydney, Australia.

David moved to China Incorporating his first (WOFE) company in Ningbo, Zhejiang province in 2004 (age 24), which started his first off-shore operation. After successfully implementing another three representative offices, based in Xiamen, Nanchang and Hong Kong within 18 months with 80+ staff. He witnessed an unprecedented change in his clients buying patterns. After consulting with some of his major buyers, David’s decision was made, to sell out of his trading company and invest in Jingzhu Garment Co Ltd in 2007.

Over the past 11 years he has successfully brokered direct & indirect relationships with Lotus F1 Team, Group Lotus, Ford (China), Automobili Lamborghini, Bentley GT3, WRC, Kawasaki, Yamaha, Honda, V8 Supercars (Holden & Ford), GP2 teams, Alpinestars, OMP, FIA, Australian Grand Prix Corporation, Ducati, Ferrari, Dorna, KTM, Mercedes F1, SFI F1 through Puma/Branded.

David started his first off-spring company called Oneallsports LTD in Hong Kong back in 2011, to service the clients in need for licensing with online store, warehousing, fulfilment & distribution direct from our FTY in China. We have successfully account managed brands online with Bentley, Lamborghini, FF Dragon FE, Mahindra FE, Jaguar FE, Renault Edams with 8J’s, Virgin FE, Marussia F1 to name a few.

Sheikh Salman Al Khalifa


Hugh Chambers


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