Motorsport UK picks agency to steer transformation

Motorsport UK, the organisation that oversees every level of the sport, from grassroots and club racing through to elite championships, is kicking off a long term strategic transformation programme, starting with a major website refresh.

Digital agency Engage has been appointed by the governing body, which has more than 100,000 members and plays a central role in maintaining the UK’s reputation as the global home of motorsport.

Through the initial phase following a competitive pitch, Engage will focus on delivering a refreshed digital experience that better communicates Motorsport UK’s role, values and opportunities and create more engaging, dynamic content that is engaging for fans and prospective members.

A cornerstone of the partnership, Engage will support the evolution of Motorsport UK’s existing website, bringing to life a new fan and member-centred proposition.

The refresh will modernise the look and feel of the platform, enhance content and improve accessibility, while laying the foundations for longer-term digital development over the coming years.

The project supports Motorsport UK’s wider mission to make motorsport more inclusive and accessible, helping to inspire new audiences and encourage greater participation across all levels of the sport.

Motorsport UK director of marketing Polly Dedman said: “As motorsport continues to evolve, so must the way we connect with our community and this project is a key step in bringing our new vision to life.

“It’s an exciting time as we work to ensure our platforms reflect who we are, what we stand for and where the sport is heading. Working with Engage allows us to create a more engaging, accessible and member-focused experience that celebrates our heritage while opening the door to new participants, volunteers and fans. Together, we’re building a digital foundation that supports the future of British motorsport.”

Engage director Dom Mernock added: “We’re incredibly proud to be working with Motorsport UK on such an important project. Motorsport has a unique ability to excite, inspire and bring people together and this is the starting point making that passion more visible and accessible to a wider audience. Getting more people involved, more often.”

“Motorsport UK plays a vital role in supporting grassroots clubs and volunteers while shaping the future of the sport and we’re excited to help translate that mission into a more engaging, audience-focused digital experience.”