On this episode of the Sports Pundit Podcast, I'm joined by Shergul Arshad, Head of North America for Aston Martin Formula One Team.
Shergul walks through how a career built in global football and fantasy sports led him into F1, joining the team on the back of the growth spike triggered by Drive to Survive and stepping into a role that, at the time, didn't really exist yet.
The conversation traces how that role as Head of 'North America' has evolved. What started as an evangelizing job, explaining F1 to a US market that didn't yet fully understand it, has turned into long-term sponsorship building, with Shergul personally closing nine deals in under four years, including with the likes of Cohere, CoreWeave, and Celsius.
Shergul explains the team's move away from strict category exclusivity toward and the launch of the AMR Network, a structure that allows sponsors to collaborate with each other rather than compete for space, and how the IAM membership program is being used to capture and understand fan data.
The episode closes with a look at Aston Martin's $350M Silverstone campus, home to more than 1,100 staff, and its role as both a talent magnet and a hospitality asset for the team.
Timestamps
01:00 - Shergul’s Career Path from Football and Fantasy to F1
04:00 - Building Relatability in the North American Market
09:00 - Sponsorship Growth Metrics and AMR’s Commercial Success
11:00 - Launching the AMR Network and Looking Beyond Category Exclusivity
20:00 - Expanding the Driver Squad and Show Car Activations
28:00 - A Silverstone Campus Tour
33:00 - Exploring Future Commercial Levers
About the Host
Andy Marston is the founder of Sports Pundit, a community and media platform for sports and technology executives. Through a weekly newsletter, podcast network, lively group chat, and regular social events, he shares industry analysis and connects leaders across the sector. Alongside Sports Pundit, Andy leads Corporate Venture at athlete-backed venture firm, The Players Fund, where he works with high-profile sports IP such as Como 1907 and Juventus to design venture strategies and drive innovation initiatives.
Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.