Brian Sims

Full Biography

Brian Sims – Formula One Speaker, Sales Expert & Motivational Keynote Speaker

Few speakers can draw on first-hand experience as a professional racing driver, Formula One commercial director, sponsorship expert and international sales trainer.

Brian Sims has spent more than four decades operating at the sharp end of business and motorsport, building a career that took him from corporate sales roles with global brands to the boardrooms and pit lanes of Formula One. Along the way he secured more than £100 million in sponsorship investment, helped bring major brands including FedEx and Gillette into F1 for the first time, raced professionally, and worked with some of the biggest names in international sport.

Today, Brian shares the lessons behind those achievements through keynote presentations, sales conferences, leadership events and after-dinner speaking engagements. His talks blend stories from the high-pressure world of Formula One with practical insights into sales performance, resilience, sponsorship, negotiation and commercial success.

For organisations looking to inspire sales teams, challenge leadership groups or bring a business audience something beyond the usual conference speaker, Brian offers a perspective few can match.

Lessons From Formula One's Business Battlefield

Most people see Formula One as a sport. Brian sees it as one of the most competitive business environments in the world.

Having worked as Commercial Director for the Benetton Formula One Team and Marketing Director for Lola Formula One, Brian experienced first-hand the commercial pressures behind the glamour. His presentations reveal what it takes to secure major sponsorship deals, build winning partnerships, compete against larger rivals and perform under constant pressure.

Audiences gain a rare behind-the-scenes look at Formula One as a business, exploring themes including:

• Leadership and decision making under pressure
• Building high-performance teams
• Sponsorship acquisition and commercial partnerships
• Negotiation and relationship management
• Innovation and competitive advantage
• Resilience in challenging markets
• Winning business against larger competitors

The parallels between elite motorsport and modern business are immediate and relatable, making Brian particularly popular with corporate audiences, sales teams and senior leadership groups.

Motivational Speaking With Real-World Credibility

Brian's story is not one of overnight success.

His career began in sales with organisations including Rank Xerox and ITT before he pursued professional motor racing while simultaneously developing the sponsorship skills that would eventually make him one of the most respected figures in motorsport marketing.

Drawing on experiences from boardrooms, race circuits and international sporting organisations, Brian demonstrates how determination, persistence and commercial thinking can create opportunities where others see obstacles.

His motivational presentations focus on:

• Developing a winning mindset
• Turning setbacks into opportunities
• Building confidence and resilience
• Goal setting and achievement
• Personal accountability
• Finding opportunities in competitive environments

Rather than relying on theory, Brian illustrates these lessons through personal experiences gathered throughout an exceptional career in business and sport.

Sales Conferences, Commercial Teams & Leadership Events

Brian has a rare ability to connect with sales audiences because he has spent his career doing exactly what many delegates are asked to do every day - win business.

From corporate sales roles to securing multi-million-pound sponsorship agreements at the highest levels of international sport, Brian understands the realities of prospecting, relationship building, negotiation and closing deals.

His sales-focused presentations provide practical lessons on:

• Building valuable business relationships
• Creating opportunities from limited resources
• Winning major accounts
• Influencing decision makers
• Long-term client retention
• Commercial confidence
• Strategic networking

These sessions work particularly well for annual sales conferences, incentive events, leadership meetings and commercial team development programmes.

Stories From An Extraordinary Career

Alongside the business lessons are the stories that make Brian such an entertaining guest speaker.

His career has placed him alongside Formula One drivers, sporting legends, Hollywood actors, television personalities and international business leaders.

Audiences may hear stories involving:

• James Hunt and Formula One's golden era
• Meetings with Gene Hackman in the United States
• Coffee with Paul Newman
• Working alongside John Cleese
• Lunch with Dame Kelly Holmes
• Experiences from the international motorsport industry

These anecdotes bring warmth and humour to Brian's presentations while reinforcing the lessons behind them.

An Internationally Respected Authority On Sponsorship & Motorsport Business

Brian's contribution to motorsport extends far beyond Formula One.

Career highlights include:

• Commercial Director, Benetton Formula One Team
• Marketing Director, Lola Formula One
• Founder of the Motorsport Industry Association (MIA)
• Visiting Fellow, World Academy of Sport
• Advisory Board Member, Oxford Brookes University
• Professional Racing Driver
• Television Broadcaster for Sky Sports, BBC, SABC and Eurosport
• Honorary Doctorate recipient from Birmingham City University

His expertise has been trusted by organisations including World Rugby, the International Cricket Council, the International Hockey Federation and the International Paralympic movement, where he has delivered sponsorship and commercial training to senior executives.

Ideal For

Brian is regularly booked for:

• Corporate conferences
• Sales meetings and sales kick-offs
• Leadership conferences
• Business seminars
• Awards dinners
• Client hospitality events
• Motorsport industry events
• Executive retreats
• After-dinner speaking engagements

His presentations can be delivered as keynote speeches, conference sessions, workshops or more in-depth masterclasses depending on the objectives of the event.

Why Book Brian?

Brian brings together something rarely found in a single speaker: proven sales expertise, Formula One experience, board-level commercial leadership and the ability to translate those experiences into practical business lessons.

For audiences facing ambitious targets, competitive markets or organisational change, his story demonstrates that success is often less about talent alone and more about persistence, preparation and recognising opportunities when they appear.

As the title of his autobiography suggests, you don't have to be a champion to be a winner.

Artist Location, Travel & Pricing

Price from £POA + travel from Devon

Based on 1 person performing 1 x 45 Minute Talk

Most Alive Network artists travel UK wide and internationally. Get a guide price instantly by clicking the 'get quote' button and entering your event date and location. Make an enquiry and we will liase directly with Brian Sims to confirm price, availability, and the provide you with a confirmed quote.

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