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.

Where partnerships perform, not just appear.

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

Formula 1 + Motorsport Sponsorships
Brand Integration + activation
B2B & Commercial Growth
Hospitality + VIP Engagement Planning

In Good Company

Meet the team(S)

The Other side of the table

James Overby spent years inside Williams Racing and Motorsport Network, sitting on the team side of partnership deals. He saw how they get structured, what teams actually value, and where brands leave money on the table. The SHO Agency was built on that vantage point, and on a different way of doing deals.

Every SHO partnership starts with a real use case, a clear answer to how the team actually uses what you make. The team becomes your customer and your reference point, and everything else a partnership should deliver, credibility with your buyers, executive access, commercial outcomes, follows from that. It holds up whether or not anyone's watching the race.

The SHO works on performance only. There are no retainers and no fees to the brand. The agency is compensated by the teams when a partnership closes, which means the incentive sits exactly where it should, on getting the deal right.

Based in Austin, Texas. Specializing in the world of Formula 1 and motorsports.

Big Ideas, Real Impact

We Make News

Audi signs Elastic as race partner for Austin and supplier from 2027
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Audi stretches roster with Elastic deal
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How Elastic helps Audi Revolut F1® Team find what matters across engineering software
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Shield AI announced as an official technology partner of 23XI Racing
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Eight Sleep seeks deeper integration with Aston Martin
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A Sleeping Giant Awakes
Aston Martin | Eight Sleep
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Aston Martin Isn’t Sleeping on Silicon Valley. It’s Sleeping With It.
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Tecovas Taps F1 Driver Valtteri Bottas as Brand Ambassador
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Valtteri Bottas Named Official Brand Ambassador for Tecovas
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Western brand Tecovas deepens sports ties with Spire Motorsports
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Tecovas Steps Into New Partnership with Spire Motorsports
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Spire Motorsports Announces Expanded Partnership With Modo Casino
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Modo Casino Expands Partnership With Spire Motorsports in 2026
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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
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