My name is… Richard Sanders

My name is… Richard Sanders

Every month, MERCEDES AMG PETRONAS will introduce one of the team’s dedicated employees. Their work may be different but they all are driven by the passion of Formula One and the desire to achieve on-track success.

My name is… Richard Sanders
I am (age): 33
My job title is: Sponsorship Manager
My hobbies are: Running, golf, football and Bristol City FC.

The team in 3 words: Ambitious, optimistic, corporate

Q. Before working in Formula One, I studied….

Human Biology (I’m a failed medical student!)


In football. I used to look after the commercial sponsorships of Wayne Rooney and worked with brands such as Nike, Coca-Cola, Pringles and EA Sports.

Q. My job, on a day-to-day basis, is…

…to try and build new partnerships for the team. We try to find brands that want to partner with us, and which also fit with the identity of Mercedes-Benz.

Q. What I like about working in Formula One is…

It’s the most advanced sports sponsorship market on the planet.

Q. The best thing about working for MERCEDES AMG PETRONAS is…

The Mercedes-Benz three-pointed star is recognised all over the world, in fact it’s one of the top 15 brands in the world, and the team is the most visible manifestation of what that brand stands for.

We have to try and develop partnerships that add value to the perception that the Mercedes-Benz brand encompasses far more than just a nice car. It’s about building relationships that make a difference, and more often than not, making a difference requires considerable alignment between Mercedes-Benz and the partner brand, as well as a lot of imagination and negotiation.

Q. The most challenging aspect of my work is…

We’re under intense pressure to make sure the partnerships we create add real value. At some point, we’ll be pitching to members of the potential partner’s board. There’s always a sceptic. You have to be able to read the dynamics of the situation, and react accordingly. You need to know the numbers, the rationale, you’ve got to show them the vision, but also be prepared to present the counter-arguments (often to a very cautious CFO!).

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