Advisory Board

Born in Cordoba in 1974, Alberto Longo was raised in Sevilla where he went to school and studied law at university – with an ambition to join the family trade. After graduating, he joined banking group Santander and enjoyed an international career in Madrid, Geneva, Miami, Buenos Aires and Mexico City, connecting with the world’s most influential people.

In 2001, he returned back to Spain to join the law firm his father started, but before long his friend and cousin – Alejandro Agag – asked him to start a partnership to purchase Formula 1 TV rights in Spain. His mission was to commercialise those rights and make them attractive to an audience that at the time, was only 180,000 strong. “I was kicked out of every office I went into!” But as luck would have it, a certain Spaniard called Fernando Alonso entered the sport and during the time Longo was in charge, that audience grew to over 8 million.

A few years later, the pair purchased the Campos Racing GP2 Team, revamping it into the highly-successful Barwa Addax Team where Longo was appointed as Team Principal. Again, it was Longo’s connections and relationship with partners that made the difference as the sponsorship the team had acquired pushed them to win the teams’ title on two separate occasions and finish as runner-up three times.

“GP2 was relatively easy to manage,” so both Longo and Agag were ready for a new challenge, which would come in the form of the world’s first fully-electric single-seater racing series. Along with business partner Enrique Banuelos, together they planned to purchase and provide 40 newly-designed and built cars to help kick-start the championship. After winning the tender to promote the all-electric series – the FIA Formula E Championship was born.

James Taylor is Chief Championship Officer at Extreme E, a new global electric motorsports series. Extreme E’s mission is to showcase electric SUV performance in extreme conditions, whilst providing a platform to encourage global action to combat environmental issues. 

Prior to joining Extreme E, James was Vice President, Rallycross at IMG. James has experience in creating and promoting new sports properties, having worked for IMG to develop a number of its motorsports, cricket, and football businesses across the world. 

As the CEO of American Flat Track, Michael Lock has transformed a once stagnant motorcycle racing series into a now thriving sports-entertainment enterprise.

His rebranding and re-engineering of the series, which kicks off its 67th season in 2020, helped to attract more fans, teams and sponsorship dollars, making 2019 the most successful year in Flat Track history.

Born and raised in London, in 1990 Lock joined the then-relaunched Triumph Motorcycles, as Head of Sales and Marketing. Three years later, Lock led the establishment of Triumph America in Atlanta, Georgia.

In 2002, Lock was hired as the Managing Director of Ducati UK. He then served as Ducati North America’s CEO for close to a decade, building numbers until the region became Ducati’s number-one market globally and in 2012 went on to the VW Group as COO of Lamborghini USA.

Three years later, Lock joined NASCAR’s motorcycle subsidiary AMA Pro Racing as CEO.

Shai is a UK-based experienced advisor and business leader with two decades of international business experience. Prior to joining SRO, Shai lead FTSE250 QinetiQ’s UAV campaign and prior to that was the UK MD and VP International for a UAV OEM. During this time, he become a Fellow of the Royal Aeronautics Society for his contributions to the aeronautics profession. He is also a former Director of Consulting for Frost & Sullivan’s EMEA group. Shai has served as Board Director and on the Advisory Board of several technology companies. He holds an MA in Psychology, MBA from Cass Business School and was previously a visiting lecturer at Queen Mary University of London.

A passion of motorsport started at a young age with racing karts, which led James to proceed a career in engineering in motorsport before joining RGMMC in 2009.

Today RGMMC is a company dedicated in the promotion and organisation of International karting events and service provider to motorsport events and ASN’s.

In 2018 RGMMC was granted the role as promoter to the FIA Karting European and World Championships.

Brad Gerber, a skilled sales executive with vast experience in the world of automotive publishing and digital media, was named NHRA vice president of sales and chief development officer in January 2016.  He leads NHRA’s sales and business development team and oversees all media sales, corporate sponsorships, and revenue development initiatives.

Gerber was an executive at Source Interlink Media and its predecessor companies Primedia and Petersen Publishing. He worked internationally for Skin Diver magazine, served as publisher for Hot Rod and Automobile magazines, and eventually rose to the rank of executive vice president, chief revenue and marketing officer for the entire company which at the time had over 100 enthusiast brands.

Managing Director at FIA European Truck Racing Championship, in charge of  promotership, securing of partnerships and the smooth running of the prestigious racing championship.

His career began at Reiter Engineering/ Lamborghini Motorsport, leading an R&D project to develop the Super Trofeo race car Gen I. Further to this, being responsible for SRO Motorsport Group’s marketing and commercial department for FIA GT and Blancpain Endurance Series.

Having obtained a Diploma in Business Administration and Computer Science at the Technical University of Darmstadt, Michael was the Manager Motorsport at Porsche Asia Pacific in Singapore between 2005 and 2008, where he was in charge of the pan-regional race activities of Porsche in Asia (incl. China). Between 2009 and 2013, Michael was Manager International One-Make Series at Porsche AG, where he was in charge of the one-make series being operated in various countries, before taking charge of the entire business field of the one-make series in 2014, including the series being operated from HQ and the planning and sales of the 911 GT3 Cup. Since 2019, Michael fills the position of Director Sales under which all customer racing activities of Porsche are managed.

Chad Seigler, NASCAR Vice President, International Business Development and Partnerships, is a 20-year sports industry veteran. He currently oversees all commercial and revenue growth for NASCAR’s international business platforms.

Seigler’s team is tasked with developing and growing business relationships across the globe, including NASCAR’s three international series – NASCAR Pinty’s Series in Canada, NASCAR PEAK Mexico Series and NASCAR Whelen Euro Series. He is based in Charlotte, North Carolina and manages team members in Los Angeles and Daytona Beach, Florida.