Sports marketing agency Right Formula has appointed broadcaster and journalist James Allen as its new president of Formula One
Key details:
- Allen will oversee the agency’s end-to-end Formula One marketing output
- He will also lead Right Formula’s content production services
Context:
Allen, who will start in his new role in February 2026, joins Right Formula after eight years as president of motorsport business and Formula One at Motorsport Network. Prior to that, he was the lead commentator on more than 250 Grands Prix across ITV and the BBC, and spent four years as Formula One correspondent for BBC Radio 5 Live.
Comment:
“I have known Robin [Fenwick] for over 15 years and have huge respect for him, his senior team and Right Formula,” said Allen.
“They have great people and I can’t wait to get started. F1 has evolved significantly in the last five years under Liberty Media and it is poised for a new phase of growth.
“The 2026 F1 season will be transformative for the sport on many levels. This is the right moment for me to bring my subject matter expertise, relationships and experience to help the agency move to the next level.”
Robin Fenwick, chief executive of Right Formula, said: “It is a privilege to welcome James to Right Formula in this newly created senior role. He brings a formidable network of contacts and relationships across media, teams, sponsors and Formula One themselves plus a wealth of F1 expertise.
“We are building a team of the very best experts in the world to deliver the best possible results for our clients. In line with that approach, I am truly excited at the impact James’ access, expertise and experience can bring in looking holistically at our integrated outputs across creative, strategy, digital, communications and production.”
Go deeper:
- Right Formula acquires Crunch Communications to bolster F1 capabilities
- Right Formula acquires sports PR agency Patterrn
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