Teenage South Luffenham F4 racing driver Teddy Wilson is teaming up with legendary sports marketing mogul Brian Sims to speak at Leicester Business Festival next month.

Brian is the former professional racing driver turned sponsorship and marketing expert who secured multi-million-pound deals with global corporations in Formula 1. 

Entitled 'How to make the most of sponsorship in sport', Brian will share his in-depth knowledge of brand association, sports sponsorship and his personal journey in marketing and PR in the motorsport industry. 

The free event at Leicester Racecourse has been sponsored by local logistic services company C S Ellis (Group) Ltd and event logistics company Versatile Venues.

Alongside Brian will be up-and-coming racing driver 18-year-old Teddy.

Brian has been mentoring Teddy, a nominee in this year's Aston Martin BRDC Young Driver of the Year competition, in his bid to make the move from Formula 4 to the Road to Indy in the USA.

Teddy will set the bar in a racing simulator competition in which attendees can attempt to 'beat the racing driver'.

There will also be a showcase of super cars, vehicle and trailer fleet and event logistics displays and Brian will be signing copies of his recently published and highly-acclaimed autobiography, 'You don't have to be a champion to be a winner!'.

"I met Brian as a result of my own sports sponsorship activities," said Teddy.

"His successful career and remarkable knowledge and experience in sports marketing provide an invaluable insight whether you are a business looking to maximise the potential from a sports sponsorship activity, a club or association looking to attract sponsors or an individual wanting to offer maximum benefit to prospective sponsors.

"I am delighted that C S Ellis Group and Versatile Venues have enabled us to put on this event as part of Leicester Business Festival."

Brian built a career based on his ability to secure sports sponsorship, not just in motorsport, but rugby, speedway, sailing and the charity sector.

He has also lectured on behalf of the prestigious World Academy of Sport, at organisations such as the International Cricket Council, World Rugby, the Bahrain Olympic Committee and the International Hockey Federation. 

"I know that sponsorship, structured effectively, can be a superb, measurable, business-development tool and yet all too often it is used purely to generate brand awareness," he said. 

"I look forward to meeting members of the Leicestershire and Rutland business community and talking about my passion for the business of sport and the ways in which it can help SMEs.

"Being the founder and former CEO of the Motorsport Industry Association, I know how much work goes into events of this kind."

'How to make the most of sponsorship in sport' is being held at Leicester Racecourse on Friday, 8 November from 11.30am to 2pm. Tickets are free, but strictly limited and on a first-come, first-served basis, and can be booked by clicking the red button below.