THE EXPOSURE PROBLEM
Both of You are Exposed.
AS CFO
You approve $8–15M annually for F1 sponsorship and hospitality. Every other marketing spend has attribution and measurement. F1 has zero.
When the board asks what the investment returned, you have no framework to defend the decision.
You're exposed to board scrutiny with nothing to show.
AS CMO
You defend $3–5M in hospitality spend. You know relationships are deepening and opportunities are emerging. But you have no way to prove it.
When the board questions the spend, you have photos and relationship claims. Not evidence. Not a framework.
You're left explaining - not defending.
FOR BOTH
One of you approved it without a measurement system. One of you owns the outcomes with no way to document them. The gap widens every season - until the budget gets cut.
Most Sponsors Know the Gap Exists. Few Can Close It.
A consultant can tell you what's broken. That's easy.
Building the capability to fix it is the hard part.
THE REAL ISSUE
Most sponsors think: "Our team can build this" or "A consultant can tell us how"
The Reality: It takes 2–3 years to build this capability. It requires embedded operational expertise. Most sponsors never get there.
This is why most F1 sponsors stay exposed. They know the gap exists. They can't close it fast enough to matter. The board keeps asking. They keep defending.
WHAT FIXING IT ACTUALLY REQUIRES
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Measurement framework
A framework that measures relationship quality, not attendance
Trained Relationship Specialists
Specialists who guide introductions live, not coordinate logistics
Active signal-capture system
A system that captures signals during the event, not weeks later
Structured Room Planning
Room planning built around objectives, not seating availability
Strategic follow-up framework
Follow-up that prioritises what matters, not generic outreach
THE WASTED ROOM
One Evening. 36 Clients. A Wasted Room
Last season, one F1 sponsor brought 36 guests to Monaco - leadership and key clients they needed to move forward commercially.
The intent was clear. The execution wasn't.
No one planned who should meet whom. No one managed introductions. No one tracked what happened. The entire weekend just... happened.
By Sunday night:
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A $10M partnership conversation never took place
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One client left thinking the engagement wasn't serious
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An existing relationship cooled because the right person was never available
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The CEO spent the evening with people outside the strategic intent
The hospitality cost $150K. The pipeline impact: $5M+ stalled.
Large groups without active management don't produce relationships. They produce noise. And unlike a failed campaign, you can't rerun Monaco. That moment is gone.
HOW IT WORKS
We Orchestrate Every Moment. Then We Document It.
Three phases. Every engagement. No exceptions.
WHAT OUTCOMES LOOK LIKE
Relationships That Can Be Shown to the Board.
After a three-race season using the Amber Hosting System, one F1 sponsor's team:
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Documented 14 relationship progressions (guests who advanced from one relationship stage to the next)
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Identified 4 commercial opportunities (new deals, partnerships, or pipeline expansions)
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Closed the season with a structured follow-up pipeline (specific next actions for every major guest)
The CFO presented the three Relationship Reports directly to the board. The hospitality budget was renewed without challenge.
What This Means: Measured outcomes. Documented relationships. Board defensibility. Not photos. Not anecdotes. Evidence.
WHY SPONSORS TRUST AMBER
Built on Twenty Years of Race Week Operations
Amber Experiences is built on the heritage of Amber Lounge - twenty years operating premium F1 hospitality at Monaco, Singapore, and Abu Dhabi. We've been in the room at every major race. We've seen what separates race weeks that produce commercial outcomes from race weeks that produce memories.
That operational knowledge is what the methodology is built on. It's not theory. It's two decades of observing what actually works when the right people are in the right room at the right moment.
We've orchestrated hundreds of evenings. We've prevented hundreds of wasted moments. We've documented thousands of relationship progressions in our Reports. That's the foundation of the Amber Hosting System.
OUR PRODUCT
Three Steps. Clear Pricing. No Surprises.
Each phase removes a layer of risk. Each one proves the next before you commit.
ASSESS
Build your measurement framework
WHAT IT DOES
We audit your last 2 seasons and deliver a board-ready Governance Framework. It identifies what's broken - strategically and operationally - and what closing the gap requires.
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Audit your last 2 F1 race seasons end-to-end
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Map which relationships advanced, and which didn't
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Gap analysis: strategic and operational
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Documented measurement system, repeatable each season
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30–40 page Framework document, board-ready
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60-minute executive debrief
After ASSESS
Most sponsors move to PROVE to see it work. Some implement internally. You decide.
PROVE
See it work on your guests
WHAT IT DOES
We run one curated evening at Amber Lounge using your guests and our methodology. You see trained orchestration firsthand - and receive the Report that solves your measurement problem.
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Pre-event strategy and guest mapping
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One fully orchestrated evening
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A trained host managing the room live
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Guest-by-guest interaction log
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10 - 15 page Relationship Report within 5 days
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Prioritised follow-up actions
The PROVE Guarantee
Your Report will document relationship progression and 15+ specific follow-up actions. If it doesn't, we run a second evening at no charge.
SCALE
Deploy per race or across your season
WHAT IT DOES
Full orchestration across Monaco, Singapore, and Abu Dhabi. Eight hosts, 48 guests per race, real-time coordination, and board-ready documentation after every race. (Secondary Races Optional)
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Season strategy and guest design
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Room Plan for each race
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8 trained hosts deployed
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48 guests orchestrated per race
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Nightly leadership debriefs
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3 Relationship Reports, 30 - 45 pages total
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Cross-race progression tracker
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90-minute season debrief
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30-day follow-up support
The SCALE Guarantee
Your Reports will document specific progressions, commercial signals, and follow-up for every major guest. If they don't, we run a second race at 50% of fee.
You Approved $8–15M for a Program You Can't Measure
That's a board-level exposure you can fix.
The first conversation is a structured diagnosis - which phase is the right starting point for your organization. Ideally, your CFO and CMO are both part of it.