B2B demand generation, via motorsport — Teylu × Shrimpton Racing

The opportunity · (01)

Not impressions or viewership.Sales opportunities.

This programme was designed for B2B. It's built on Teylu's experience running ABM marketing via real-world experiences to bring dryer topics to life. We've done this with music, sport and the arts over the years. With the growing popularity of endurance racing on free-to-watch digital channels, this format provides amazing content paired with world-class sales environments. In essence, it brings together two things that rarely coexist: content people genuinely want to watch, and a highly successful B2B marketing strategy that knows how to turn attention into pipeline via engaging sales environments.

The platform: Sam Shrimpton (2025 Ginetta GT Academy Rookie Class Champion, raced on the British GT support package) and founder of Teylu agency. Sam won a global talent shootout to be on the grid, and is racing GT4 in 2027, with a confirmed pairing option alongside Colin Turkington, four-time British Touring Car Champion. Together, they provide access to a unique story, a high-PR-value partnership, and the most affordable yet premium sports environments that attract B2B high-net-worth individuals. The championship choices we can offer flex to your objectives: British GT for the UK market, European GT4 for EMEA, or the Masters GT Revival for global high-net-worth deal-making circuit-side.

Around the racing, Teylu (Sam's Agency) runs the full B2B engine: ABM, content, sales environments, attribution. Partners in 2025 saw 8:1 to 12:1 ROI returns, tracked and reported from our previous programme. This is a truly unique offering where a proven B2B marketing agency has full control of the racing environment to provide tailored content and experiences to your brand and vendor partners.

Built for how B2B buys now

AI and digital ads have made top-of-funnel cheap and trust rare in B2B. Real stories and in-person environments are what still convert - this programme delivers both. Endurance racing was the vehicle for truly engaging content and a comparatively affordable hook to get prospects over the line.

The one-line version for your CFO

"A B2B marketing programme that uses championship-winning motorsport as its content vehicle and sales environment - run end-to-end by a proven B2B agency, delivering pipeline and awareness"

Shrimpton Racing · GT4 programme

The 2027 window 2027 seats are being placed now and slots are finite. Livery and production lead times mean the programme is built around the first committed partner, not from a standing start — so route choice goes to whoever moves first.

01

×

Why this fits B2B tech · (02)

Built around your objectives. Not our assets.

01 Pipeline where you need it

UK, EMEA or both. Your sponsorship team is global - so is this programme. ABM and lead generation wrapped around race weekends in the markets you choose, feeding named accounts into your CRM.

UK and EMEA reach map with hub cities marked

02 Deal-making environments

Paddock hospitality engineered as sales experiences for VARs, ISVs and enterprise accounts - structured weekends where your sales team leaves with meetings held, not just hands shaken. Delivered by our agency events team. We've created weekend experiences that outperform trade shows because they offer education, bonding, and trackside activities - plus they demand less of the customer.

03 Stories for dry topics

Distribution, cloud, and infrastructure are hard to get people to watch. A normal person racing to Le Mans - documented to TV quality - gives you content audiences will choose, shaped to your customers with your own team and partners circuit side. Think the most engaging partner testimonial you ever filmed trackside or in a race car during a hot lap, used in your top of funnel this is what delivers market leading form fill rates.

04 Share the cost. Multiply the return.

Vendor and partner co-funding: each race weekend or content cycle can focus on a different vendor, vertical or channel partner, so the programme funds itself across your network rather than sitting in one budget line. One asset, many buying committees, a reason for each to say yes to a meeting.

02

×

The programme options · (03)

We fit the championship
to your objectives.

Whichever championship the programme is run from, it lands in GT racing's premium B2B environments. The value engine - content, ABM, sales weekends, measurement - is identical across all three. GT Racing is growing exponentially year on year with consumer viewership and popularity. Its accessible, low cost to attend and shareable.

British GT · GT4For the UK market

The UK's premier GT championship - Silverstone 500, Spa Francorchamps and the grid your customers recognise. ITV and Sky-family coverage plus huge trackside attendance. We know this grid; we've used it with previous partners - it's very powerful and spans all major earning centres in the UK to deliver amazing sales environments and experiences once the ABM funnel delivers leads.

McLaren customer team option · UK dealer-level reach · strongest fit for UK-weighted pipeline

European GT4 · SROFor EMEA

Confirmed pairing with Colin Turkington. Twelve races on GT World Challenge Europe weekends - Paul Ricard, Monza, Spa 24H weekend, Misano, Zandvoort, Portimão. A fantastic Europe-wide schedule perfect for engaging across countries with multiple vendors. This is a strong way to maximise the partnership programme by sharing the cost among your network. Imagine each round focused on a different vendor or vertical, with lead funnels throughout the year designed to drive sales at the circuit level.

SRO platform: 250M+ impressions, 16M+ views · McLaren customer team option · EMEA sales-team alignment

Masters GT RevivalFor global deal-making

Historic GT racing with strong press appeal and a paddock defined by car values - the highest net-worth B2B network in club-level motorsport growing in popularity every year. This event series brings increasing viewership, but crucially, it reaches the age demographic of senior business decision-makers across the world through a global platform. The content captured at these events delivers incredibly high engagement digitally and circuit-side. In addition, simply being in the paddock provides the opportunity to connect with decision makers of some of the largest businesses in the world.

HNW paddock access · heritage storytelling · global executive hospitality

×

The story · (04)

A relatable story for B2B - becoming a racer after you've established your career.

This isn't a racing driver's story (we've all heard those before, and frankly, they follow a predictable format). That's exactly why this content vehicle works and engages audiences broader than motorsport and standard B2B groups. Sam Shrimpton had never raced anything when he beat 37 international drivers in a talent shootout after becoming a successful marketer and agency owner. He then won his championship in year one. Millions of people have wondered "could I?" — Sam is living the answer, and audiences invest in what happens next.

Sam just happens to run a highly successful marketing agency for B2B brands and to be media-trained as a journalist. Put all that together, and we're able to offer a truly unique partnership that provides content that engages your customers at a personal level and, on a business level. Sam knows how to talk to business owners on screen; he knows how to engage B2B audiences, and he is someone that senior decision makers in B2B businesses can relate to. He is living out the dream many across the tech space desire - to go racing.

The underdog · Sam Shrimpton

Zero racing experience → Rookie Class Champion in one season

8 wins, 7 fastest laps, 100% podium rate — on half his rivals' track time

14% of season broadcast airtime — cameras follow the overtaker

Day job: founder and director of Teylu - the story and the sales engine are the same person.

The build · Colin Turkington

4x British Touring Car Champion — 72 wins, two decades on ITV

One of the most recognised names in UK motorsport

Confirmed to pair with Sam in European GT4 — champion credibility meets underdog momentum

A Bronze + Gold pairing built for the front of the grid, and for airtime

GT Racer · The docuseries · Watch the story in motion

Why it matters commercially Every episode, every race weekend, every headline feeds the same place: your B2B engine. The story earns the attention and tailors it to your vendors and partners. The agency converts it. The racing environment closes it.

04

×

The platform · (05)

GT racing is a premium platform. An audience that acts.

Engagement · our content, our partners

25.19%

Engagement rate on partner content we produced - against a motorsport industry average of 1–3%. Attention we create converts because it's engineered to tell stories that feel different in all environments - motorsport, consumer and B2B.

The docuseries

TV-quality series following the road to Le Mans — long-form documentary edit in negotiation with major streaming platforms.

Potential reach · by route

British GTBroadcast on ITV4 and Sky through SRO's production - and Sam has a previous agreement with SRO to re-cut race broadcast footage all season, multiplying your airtime. 290K online viewers per event, 16K+ trackside.

European GT4SRO live streams delivered 250M+ impressions and 16M+ views globally - GT World YouTube, Twitch, Motorsport.tv, Sky Sports. Popular right across the continent, so you can activate with different channel partners and brand areas market by market

Masters GTLess live broadcast, but the classic cars pull huge social-media audiences and a paddock of high-net-worth owners, collectors and senior decision-makers. The machinery itself appeals to the senior enterprise decision-makers you target

A note on vanity metrics We won't sell you raw reach. Our target audience profile is 61% aged 38+, affluent, sport-engaged, and most of the time tied to B2B business roles across tech, software and manufacturing on purpose. We report engagement, action taken and pipeline created - impressions are the start of the funnel.

05

×

What partners receive · (06)

A year-round programme.
Grouped by outcome.

This is a 12-month programme strategy run with your sales and marketing teams — motorsport is the vehicle, not the point. Every asset below exists to move a number your board already reports on. Awareness to engage. Engagement to convert. Exciting environments to sell. Differentiation through strategic thinking.

Awareness

Car, suit and helmet branding

Live broadcast presence all season

PR programme and press coverage

Premium GT paddock presence

Engagement

The docuseries - continued viewership of the story of the season

Race-weekend content within 7 days

Social storytelling at 25%+ engagement

Branded filming from Teylu Studio

The best and most engaging customer testimonials you've ever had + creative captured at circuit with partners/vendors - interviews, hot lap question times, training programmes delivered at circuit by Teylu for your partners on ABM marketing.

Conversion

Year-round ABM engine on your named accounts (B2B programme run by Teylu for you and your partner network)

Landing pages, paid media, email

Campaigns timed to race weekends

Attribution + CRM reporting included

Relationships

Structured sales weekends, not hospitality days

Paddock B2B - high-net-worth network

Client passenger rides + test days

Simulator activations at your events

×

Activation concepts · (07)

Four benefits - built for B2B.

The circuit · ABM engine

Teylu's proven programme and strategic approach: your CRM and data unified, account-based targeting across your chosen markets, quarterly hosting weekends as the conversion layer, and every weekend's content fed back into the lead engine within seven days. Our B2B ABM approach applied to motorsport. Agency programme + motorsport sponsorship together driving high impact for your brand.

2025 programme proof: £550K closed · £2.7m pipeline · 2,300 leads · 10:1 ROI

The ABM engine

Named accounts

↓

ABM targeting

↓

Weekend content

↓

Sales-ready leads

↓

Pipeline

↻ fed back within 7 days

The content engine · Teylu Studio

Everything you need to talk to vendors and customers: motorsport film, partner-liveried car content, honest-and-epic storytelling, plus facilitated stakeholder interviews shot at the circuit. Social media, long-form media, PR - all driven from this program. Supported with YouTube advertising to build owned funnel data for your partners.

Your potential: 250m+ impressions seeing endurance racing via SRO for brand engagement + pipeline

The sales weekend · proven format

Friday: test-day ride-alongs with the drivers and testimonials/interviews with partners/attendees to feed the ABM funnel.

Friday night: hotel workshop - Teylu working with your customers on sales conversion to guide them with our expertise.

Saturday: trackside with your sales team, doing deals. Our event managers run all of it.

The format that delivered £2.7m+ in deal pipeline for a Teylu client in 2025

The trade-fair bridge

Your stand at the year's big industry show works for three days and every competitor is in the same hall. This is a hosted sales environment you effectively own for a whole season — the same audience of engineers, buyers and plant decision-makers, zero adjacent competitors, run by the agency already tracking your pipeline.

Your livery. Your partners in the paddock. Your pipeline in the Monday report.

×

The content & the audience · (08)

Watchable content. A senior audience.

The docuseries · GT Racer

▶ Watch 90 seconds youtube.com/@ShrimptonRacing

A TV-quality series following the road to Le Mans. The long-form documentary edit is in negotiation with major streaming platforms — and set to air on a prolific YouTube channel reaching 3m+ subscribers.

25.19% engagement rate · motorsport industry average: 1–3%

Who watches · and who we build for you

Age profile

18–24

9%

25–34

14%

35–44

16%

45–54

18%

55–64

21%

65+

23%

61% aged 38+ — affluent, senior, decision-making age.

Engagement vs industry

Our content25.19%

Instagram9.47%

Industry avg1–3%

2025 season analytics · refreshed each season

This is the organic pull from our docuseries. Via Instagram, Google channels and LinkedIn. Around it, Teylu's ABM engine builds the audience you actually need - your named accounts, your vendors, your markets - so reach is engineered, not hoped for.

Our content isn't just watched - it's plumbed into funnels. For clients, our historic average from this approach converts sales-ready leads at 62% lower cost than they were paying before, with no drop in lead quality.

Over the past 2-years 80% of our campaigns around the Shrimpton Racing brand have been targeting software, tech and manufacturing B2B audiences. We have extensive targeting data and viewership with key demographics across these sectors.

We know how to turn this content engine into lead data and tie it into vendors and brands. Furthermore, we host honest, real and engaging sales events for our partners at circuits to deliver the best event-to-sale performance for you.

Why this combination matters Content people choose to watch, in front of an audience that skews senior and affluent — then targeted distribution through ABM to put it in front of the exact accounts you want. The story earns attention. The data proves it. The engine aims it.

08

×

Measurement · (09)

We plan for 3:1 ROI. We've delivered 8:1 to 12:1 before.

Partner ROI to date

8:1 – 12:1

achieved across our 2025 partner programme — tracked and reported. For Palmersport £200K+ pipeline, for Relewise £500K+ pipeline.

Planning basis

3:1 – 5:1

the conservative case we design your programme against

One package

Racing + agency

your tailored package covers the racing and Teylu's activation of it - one investment, no separate agency fees

How it's tracked — the Teylu method

One definition of a sales-ready lead, agreed with your sales team before launch

Your CRM, ad platforms and event data unified into one reporting model - owned by you, refreshed weekly and tailored to each partner if needed

Every element measured on the same terms: digital, content, hospitality and trackside - not just the digital slice

Quarterly board-ready value reporting your VPs sign off, not tolerate

What you actually get: a fully-run B2B engine - ABM on your named accounts, race-weekend content, structured sales weekends and one unified pipeline dashboard - delivered end-to-end by Teylu and Shrimpton Racing against numbers your board already reports on.

Simple to procure

Teylu contracts as a marketing agency, not a sports-rights holder — one supplier, one SOW, covering the racing and its activation. No sponsorship-contract procurement pain, and no new category of vendor to onboard.

As an agency we've delivered north of £30m in sales to our clients' businesses. We understand your customers and their businesses across vendors, partners and end users.

Cost vs an F1 / IndyCar programme vs published entry-level F1 partnership benchmarks up to 90% less A full British GT or European GT4 programme - the racing and every piece of agency work delivered together - for a fraction of a comparable F1 or IndyCar spend, and impact engineered to convert the same senior decision-makers.

09

×

The team · (10)

The engine behind the car.

Teylu & Partners · the B2B agency

Senior B2B strategists who build what they plan - ABM, demand generation and data unification for enterprise technology brands.

For a global industrial-technology client: 3,000 sales opportunities in 90 days, cost per sales-ready lead cut by more than 90%, 35:1 return on media.

£30m+ client revenue supported across 48 countries by the agency to date.

Teylu Studio · the content

The creative arm: brand films, campaign photography, documentary and advertising built to convert.

Senior creatives with work for Levi's, Red Bull, GoPro and Audi behind them - and the studio that produced the GT Racer docuseries now in negotiation with major streaming platforms and set to air on a prolific YouTube channel in the near future to 3m+ subscribers.

Events & activation · UK + EMEA

Experienced event managers in our network run every trackside weekend, workshop and client day - hosting formats proven with B2B sales teams. Our team have run some of the largest B2B sales environments trackside at events like the Silverstone F1 event in the UK in recent years and F1 European events for Telefónica in the 2000s.

You bring the accounts; we deliver the environment, the agenda and the follow-up. Nothing lands on your team's desk to organise.

The race team · selected per route

The operating team is chosen once the championship route is agreed - we work with championship-winning GT outfits in both the UK and Europe, selected for the grid you need.

For procurement: Teylu contracts as a marketing agency covering racing and activation - one supplier, one SOW, deployed as a single easy investment.

10

×

The latest episode · (12)

GT Racer · The docuseries · Season 2025

Watch thelatest episode.

See the content engine for yourself — the story, the racing and the production quality your customers would be watching. This is the vehicle that carries the whole programme.

▶ Subscribe · @ShrimptonRacing Every episode · youtube.com/@ShrimptonRacing

B2B demandgeneration, viamotorsport.

Not impressions or viewership.Sales opportunities.

Built around your objectives. Not our assets.

We fit the championship
to your objectives.

A relatable story for B2B - becoming a racer after you've established your career.

GT racing is a premium platform. An audience that acts.

A year-round programme.
Grouped by outcome.

Four benefits - built for B2B.

Watchable content. A senior audience.

We plan for 3:1 ROI. We've delivered 8:1 to 12:1 before.

The engine behind the car.

Book a call to explorethis opportunity.

Watch thelatest episode.

Not impressions or viewership.Sales opportunities.

Built around your objectives. Not our assets.

We fit the championshipto your objectives.

A relatable story for B2B - becoming a racer after you've established your career.

GT racing is a premium platform. An audience that acts.

A year-round programme.Grouped by outcome.

Four benefits - built for B2B.

Watchable content. A senior audience.

We plan for 3:1 ROI. We've delivered 8:1 to 12:1 before.

The engine behind the car.

Book a call to explorethis opportunity.

Watch thelatest episode.

We fit the championship
to your objectives.

A year-round programme.
Grouped by outcome.