Top-tier brands +
World-class
rights holders
Let’s Build Something Bigger. Welcome to the Sho.
With deep expertise in Formula 1 and motorsports, we specialize in crafting authentic, high-impact partnerships that go beyond traditional sponsorship—driving real business value and long-term success.
A young, vibrant, and forward-thinking agency that lives and breathes the true spirit of sport.
What Sets Us Apart?
We ensure brands aren’t just sponsors—they become an integrated part of the team’s DNA. From strategic brand activations to B2B opportunities and commercial storytelling, we create partnerships that deliver measurable ROI and lasting impact.
Where we go further
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Formula 1 + Motorsport Sponsorships
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Brand Integration + activation
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B2B & Commercial Growth
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Hospitality + VIP Engagement Plan
In Good Company
Meet the team(S)
Driven by Vision
The SHO Agency was built by James Overby—one of the few people in the game who actually knows how this world works. After leading partnerships inside teams like Williams Racing and scaling the commercial engine at Motorsport Network, James saw the gap: too many brands were playing small in the world’s biggest sport.
So he flipped the script.
James doesn’t do fluff. He builds needle-moving partnerships that cut through the noise—strategic, authentic, and impossible to ignore. He’s trusted in the paddock, respected in boardrooms, and relentless when it comes to delivering value for the brands he works with.
Born with racing in his blood and based in Austin, Texas, James launched The SHO Agency to help brands own their moment on the global stage of Formula 1. If you’re ready to stop sponsoring and start winning—welcome to The SHO.
We Make News
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PBR signs deal with Modo Casino to be circuit’s first social sponsor
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Alpine confirms new partnership with $4.43B cybersecurity business
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Alpine F1 team pens online casino deal with MODO.us
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Charles Leclerc joins Eight Sleep to redefine recovery
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40+ Adrenaline-Filled Event Moments From 2024's F1 Las Vegas Grand Prix
Contact us
hello@theshoagency.com