Force India F1 Team announces new commercial appointment
The Force India Formula One Team is pleased to announce a key new recruitment as part of its long-term business strategy. The team is delighted to welcome Sadie Wigglesworth as its head of sponsorship acquisition and media, an appointment that will play a key role in redefining and developing the Silverstone-based team's commercial approach over the coming years.
Sadie joins the company from Aston Martin Racing and brings a wealth of experience in various commercial disciplines, including acquisition, partnership development, contract law, client service, public relations and brand management. In her seven years with the prestigious sportscar team, Sadie has been responsible for acquiring and managing a wide range of sponsors and partners, including several well-known blue chip companies.
Sadie, a graduate of St. Andrews University, started her career at the Vintage Sports Car Club before being headhunted to a senior account management role within the Subaru World Rally Team at Prodrive. Subsequently, she went on to set up the marketing department within the newly-formed Aston Martin Racing team in 2005, building up a tool kit of marketing activation rights and collateral, along with an innovative range of partner events around the world, including in the Middle East and the Indian subcontinent.
Sadie commented: "I am delighted to join the Force India Formula One Team, which has steadily moved up the ranks of the sport to become a strong midfield challenger with fierce ambition and now offers an outstanding commercial opportunity for global companies wishing to enter the Indian market place. This October the inaugural Indian Grand Prix will take place at the Jaypee International Race Circuit near Delhi, offering even greater scope for companies not currently known in India to penetrate the market. With an Indian business development service for prospective sponsors already in operation, we are poised to bring a totally fresh dimension to sporting partnerships."
Team principal Dr. Vijay Mallya added: "I'm delighted that Sadie has joined us to head up our commercial team as we expand into our most exciting year yet. With a strong technical package and the added incentive of the Indian Grand Prix, we believe that we are expanding our potential as a strong sponsorship prospect. Formula One offers a proven global marketing platform, with viewing figures, media coverage and brand visibility only rivalled by the Olympics and the World Cup. Within that global base, Force India also offers a unique opportunity to venture into one of the most dynamic and fast-growing economies in the world. Sadie and her team will build on these solid principles to take Force India to the next stage of our commercial development."
