Light trails sweeping through a corner at a floodlit circuit at night.

About VARO

Built on ambition. Driven by opportunity.

VARO Commercial Partnerships is a motorsport commercial partnerships agency, founded to create commercial opportunities for teams, drivers and the businesses that invest in them.

Our mission

Make motorsport partnerships work commercially.

Many teams and drivers have the talent and the platform, but not the commercial resource to fund it. Many businesses see the potential in motorsport, but not a clear way in.

VARO sits between the two. We build the commercial case, find the right match, and look after the relationship so it delivers for both sides.

Everything we do starts from the same question: what does each side need to achieve, and how will they know it has worked?

What we stand for

How we work.

  • Commercial first

    Every recommendation starts from the objectives of the people involved, not from the space available on a car.

  • Built to last

    We would rather build a partnership that renews than close a deal that doesn't. Long-term relationships are the measure of our work.

  • Straight advice

    We say where a partnership fits and where it doesn't, including when that means recommending against going ahead.

  • Discretion

    Commercial conversations involve sensitive information. We treat what you share with us in confidence.

A pit lane at night, with lit garages receding into the distance.

Our ambition is to become the agency teams, drivers and businesses trust with their most important commercial relationships, in the UK and beyond.

Our ambition

Our approach

From strategy to renewal.

We stay involved for the life of a partnership, not just the signature. Each stage builds on the one before.

  1. Strategy

    Define the objectives, the audience and a proposition that stands up commercially.

  2. Acquisition

    Identify the right partners and lead the approach through to agreement.

  3. Activation

    Put the partnership to work on track, in hospitality, in content and with clients.

  4. Management

    Look after the relationship through the season and plan what comes next.

Leadership

Founder-led.

VARO is led by its founder, Lewis Dixon. When you work with VARO, you work directly with the person responsible for your partnership.

  • Founder & DirectorLewis Dixon
  • CompanyVARO Commercial Partnerships Ltd

Enquiries

Let's talk.

Whether you are raising a budget for next season or exploring motorsport for your business, start with a conversation.

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