Welcome to the Sho.

James Overby spent years inside Williams Racing and Motorsport Network, seeing partnership deals from the team's side, how they get structured, what teams actually value, and why so many brands walk away with less than they paid for.

The SHO Agency was built on that vantage point, and on a different way of structuring deals.

Every SHO partnership starts with an authentic use case: a real answer to how the team genuinely uses what you make. That's the foundation, because without it, the rest is pointless. Built on one, everything a partnership should deliver, credibility with your buyers, executive access, commercial outcomes, follows naturally, and it holds up whether or not anyone's watching the race.

The model comes with a simple proof of conviction: The SHO works on performance only. No retainers. If a deal doesn't close, it costs you nothing.

Based in Austin, Texas. Working across Formula 1 and NASCAR.