F1 appoints Jonathan Haworth as commercial partnerships director

Follows the departure of former Heineken sponsorship director Ben Pincus earlier this year.
  • Haworth joins F1 from Warner Bros Discovery
  • No reasons given for Pincus' departure

Formula One has appointed Jonathan Haworth as its new director of commercial partnerships, the global series has confirmed to the BlackBook.

Haworth moves to Formula One from his previous role heading up Warner Bros Discovery's commercial department for golf. He has also held roles at the PGA Tour, English soccer's Manchester United and agency giant IMG.

In his new position, Haworth will focus on sales across sponsorship, licensing, esports and digital, reporting to Brandon Snow, Formula One's commercial managing director.

While no reasons have been given for Ben Pincus' departure, the previous director of commercial partnerships had been in the role for almost three years.

During his time at Formula One, Pincus was involved in a number of signifcant commercial deals, such as Salesforce signing a five-year, UK£20 million deal to become a global partner and Crypto.com aligning itself as the official sprint race sponsor for US$100 million.


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