Right Formula Appoints James Allen as President of F1

Sports marketing agency Right Formula has appointed veteran broadcaster and journalist James Allen as its new President of Formula One, a role created to oversee its end-to-end F1 marketing and content production. Allen, who will start in February 2026, brings decades of media and commercial experience from his previous role as president of motorsport at Motorsport Network and his tenure as a lead F1 commentator for ITV and the BBC.

Why it matters:

This high-profile hire signals Right Formula's aggressive push to expand its influence in the rapidly growing F1 commercial landscape. Allen's deep industry relationships and subject-matter expertise position the agency to capitalize on the sport's evolution under Liberty Media and the anticipated transformative phase beginning with the 2026 technical regulations. For clients, it means access to integrated strategy and production guided by one of the sport's most recognized media voices.

The details:

• Strategic Oversight: Allen will lead the agency's holistic F1 output, spanning creative, strategy, digital, communications, and production services.
• Proven Track Record: His background includes over 250 Grands Prix as a lead TV commentator and four years as the BBC Radio 5 Live F1 correspondent, followed by eight years in a senior commercial role at Motorsport Network.
• Agency Ambition: Right Formula CEO Robin Fenwick stated the move aligns with building "a team of the very best experts in the world" to deliver top-tier client results.
• Growth Context: The appointment follows Right Formula's recent acquisitions of communications agencies Crunch Communications and Patterrn, consolidating its service offerings in the motorsport sector.

What's next:

Allen's arrival in early 2026 is strategically timed to leverage the buzz surrounding F1's new era of technical and sporting regulations. His network and expertise will be crucial as Right Formula aims to secure a larger share of marketing and content projects from teams, sponsors, and F1 itself. The move underscores the increasing value of specialized, integrated commercial expertise as Formula One continues its global expansion.