Leadership Team





Our Leadership team comprises former senior F1 team personnel, Fortune 500 Executives who have themselves been F1 sponsors and even former professional racing drivers. Our aim is to bring a unique level of sector expertise to out clients so that they can maximise their ROI.

Christian Vine

Chief Executive Officer

Christian has worked in F1 since 1995 and is one of the most experienced commercial rights negotiators operating in the sport today. He led the first commercial team in F1 to fully fund a world championship winning F1 constructor without the need for tobacco sponsorship. Since then he has been behind some of the largest commercial deals in F1 and has served on the executive leadership teams of multiple F1 constructors including Williams, Ferrari, Lotus and Renault.

Christian has negotiated rights agreements on behalf of a wide range of world class brands including Allianz, Fedex, Budweiser, Pepsico, BP, Petronas, HP, Dell, Intel, Lenovo, Microsoft, Universal Studios, Asprey, Virgin, Philips, BMW and many more. He has been nominated by the media as one of the top 100 most influential people in F1.

Richard Davies

Managing Director

Richard leads GPMG Media and is one of the most respected figures in the global media business. He brings more than 25 years’ experience directing media operations for some of the world’s most sophisticated media buyers and agencies including Reckitt Benckiser PLC, Unilever AG and WPP.  

He has significant global and local marketing experience in a wide variety of countries. Richard specialises in quantifying the effectiveness of media spend and the design and evaluation of sport sponsorships in particular.  He was responsible for overseeing Unilever’s evaluation of and entry into F1 as well as numerous other sports sponsorships for Fortune 500 brands including HP, Shell and Ford.

Richard was also responsible for advising on the development of sponsorship exposure valuation methodologies which have been widely adopted and accepted today as the industry standard.

Geordie Macleod

Managing Director, North America

Geordie leads our North American business, having previously worked in F1 for both the Mercedes AMG Petronas F1 Team and for the Force India F1 Team. Today Geordie is himself a tech entrepreneur and investor living in the heart of Silicon Valley. He specialises in advising potential new technology and challenger brands considering an engagement in F1 and specialises in the development of disruptive sponsorship strategies.

He has dual US and British nationality and divides his time between London and the San Francisco Bay Area. Geordie also knows professional sport from the perspective of a competitor having previously served in the '2-seat' in the World famous annual Boat Race between Oxford and Cambridge Universities.

James Peace

Global Partnerships Director

James leads our new partnerships operations having previously served with the Lotus F1 Team and WB Research LLC where he had responsibility for their partnerships across data, procurement and defence portfolios dealing with a variety of government departments internationally.

James specialises in GPMG’s data analytics and identification of key commercial opportunities for brands in F1 and global motorsports. He is also a former professional racing driver himself and was even a previous British Karting Champion, following in the footsteps of the likes of Jenson Button and Lewis Hamilton!

Louis Thiers

Managing Director, Europe

Louis began his Formula 1 career managing commercial operations at the Lotus F1 Team and then the Renault Sport F1 Team. He went on to invest in and create businesses in different sectors and continuously seeks out new high growth opportunities as an angel investor. Louis knows the world of competitive sport from a personal perspective as an accomplished triathlete himself.

He earned his Masters Degree from the University of Monaco, the spiritual home of Formula 1. Louis is able to conduct business in English, Dutch and French and today advises our clients on the development of their overall F1 engagement and activation strategies. He specialises in the exploration of emerging trends and opportunities in F1 and unlocking new ways for brands to use F1 assets to engage customers globally.

Richard Lavers

Director of Client Services

Richard has over 15 years of experience in Formula 1. He previously served as the Head of Partnerships for the Williams F1 Team and was then head hunted by BP PLC to lead their sponsorship of the Renault Sport F1 Team.

Richard advises brands on the operational side of running the F1 sponsorships from research and evaluation through to physical logistics, operational movements and the running of key events. He has worked with a wide variety of brands in many different industries and advises on the development of key metrics and KPIs against which the sponsorship can be continually measured and evaluated.