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Speaker 1: It's the pinnacle of motor sport, maybe the pinnacle of

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Speaker 1: sport full stop. Formula One. It's where elite drivers meet

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Speaker 1: elite engineering, hybrid power units, extreme aerodynamics, carbon fiber everything,

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Speaker 1: and decisions made at three hundred and seventy kilometers an hour.

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Speaker 1: The drivers are the heroes, but Formula one is a

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Speaker 1: team game. Every tenth of the second is fought for

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Speaker 1: by hundreds of people. Designers, engineers, strategists, pit crews. The

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Speaker 1: wealth of brand partners are part of the teams, wanting

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Speaker 1: the global Left one footprint to boost their brands internationally.

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Speaker 1: The twenty twenty sixth season has twenty four Grand Prixs,

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Speaker 1: eleven teams and twenty two drivers and it started in Melbourne.

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Speaker 1: Oscar just said the fastest lat Oscar Piastre. The crowd

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Speaker 1: went off McLaren MasterCard Formula one team other reigning champions.

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Speaker 1: Their drivers are last year's world champ Orlando Norris and

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Speaker 1: Australia's own Oscar Piastre. Today we're going behind the scenes

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Speaker 1: with two Formula One sponsors, Air Wallacks and Air Tasker.

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Speaker 1: Air Wallacks, the single platform for business accounts, payments and

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Speaker 1: spend management, signed on with McLaren two years ago as

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Speaker 1: part of our accelerated series with air Wallacks, where we

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Speaker 1: explore what it takes for businesses to grow without borders

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Speaker 1: and why having a what next mindset can be your

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Speaker 1: competitive advantage. We were the guests of air Wallacks at

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Speaker 1: the Melbourne Growth. James Tioderini is head Australia and New

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Speaker 1: Zealand at air Wallacks. Before we talked if one, there

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Speaker 1: was a bigger question to answer, why partner with sport

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Speaker 1: at all?

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Speaker 2: For us, we want to be in markets that are

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Speaker 2: important to us, associating ourselves with sports and with teams

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Speaker 2: that are important to those markets. So if you think

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Speaker 2: about very publicly, we're growing in the US, so associating

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Speaker 2: ourselves to the San Francisco Giants, I've seen America's national

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Speaker 2: pastime at their national sport with baseball made complete sense.

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Speaker 2: Similarly with Auckland Blues down in New Zealand, Arsenal with

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Speaker 2: the epl Essendon, with the AFL here in Victoria. You

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Speaker 2: can see the pattern. But most importantly we want to

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Speaker 2: be able to tell that brand plus product story and

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Speaker 2: those teams, including McLaren, all have a reason for us

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Speaker 2: to be working with them and using the air Wallocks product.

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Speaker 2: So it's for us about being associated with things that

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Speaker 2: people care about, building trust and consideration, but also building

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Speaker 2: a product, us brand story rather than just slapping logos

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Speaker 2: on things.

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Speaker 1: There are hundreds of sports available to sponsor cricket, rugby, codes,

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Speaker 1: AFL football, basketball, or have their own pros, their own cans.

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Speaker 1: They've got their own fan bases, demographics, fashions, trends. So

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Speaker 1: why if one.

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Speaker 2: So when we thought about F one and we looked

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Speaker 2: with different sports in the global landscape, if one is

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Speaker 2: the only one that is truly global. You know, if

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Speaker 2: you think about the fact that there are twenty four

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Speaker 2: races in different parts of the world every single year,

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Speaker 2: and then you think about how that resonates with our

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Speaker 2: business being somebody that enables people to move money across

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Speaker 2: borders seamlessly.

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Speaker 3: There was that natural fit.

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Speaker 2: But I also think if you think about Formula one

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Speaker 2: for us in the sense of its continuous improvement across

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Speaker 2: a number of different points, whether that be in a team,

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Speaker 2: in a driver, through engineering, and when we think about

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Speaker 2: how we build our product and how we look to

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Speaker 2: never be satisfied with what we're doing and to continually

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Speaker 2: try and grow and you know, in Formula one terms

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Speaker 2: kind of find that one hundredth of a milliseconds somewhere.

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Speaker 2: For us, that might be finding a much quicker way

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Speaker 2: of moving money or a way of more efficiently using AI.

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Speaker 2: Those two areas really resonated with us.

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Speaker 1: The obsession with marginal gains is something Formula one teams

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Speaker 1: live and breathe, and it's a mindset ear wal.

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Speaker 2: It's likes if we think about the framing of kind

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Speaker 2: of restlessness as a competitive advantage, you know, never being

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Speaker 2: satisfied with the status quo, that could lead you to

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Speaker 2: being ill disciplined and chasing everything. But we look at

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Speaker 2: that just as the way that McLaren look at that

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Speaker 2: as where do you find time on the track? We

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Speaker 2: look at that through two lenses. How do we save

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Speaker 2: time and how do we save money for customers. If

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Speaker 2: it doesn't do those things, then it isn't worth us

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Speaker 2: doing In the same way that McLaren. If it's not

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Speaker 2: going to add to you, you know, give you those

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Speaker 2: one hundreds of seconds on the track, then then they

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Speaker 2: won't pursue it. So again you're very similarly aligned in

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Speaker 2: terms of that not being satisfied with the status quo,

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Speaker 2: continuing to ask what's next, continuing to be restless in

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Speaker 2: the pursuit of a greater outcome.

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Speaker 1: Of course, sponsorship also needs to deliver commercially.

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Speaker 3: We are a B to B brand.

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Speaker 2: We are very lucky to be able to service you know,

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Speaker 2: two over two hundred thousand businesses globally, but we still

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Speaker 2: want to be known, particularly as a challenger brand within

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Speaker 2: financial services and thought alongside of trusted, incredible brands. When

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Speaker 2: someone sees us alongside McCarran, are they more likely to

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Speaker 2: consider us? Ultimately, getting eyeballs on our logos, etc. Is

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Speaker 2: probably the lesser part of it. Like, it's great for

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Speaker 2: getting brand out there, but it's a bit it's a

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Speaker 2: bit harder to measure. But yes, for us, trust and

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Speaker 2: brand equity and consideration are really the things we think about.

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Speaker 1: A Formula one partnership goes far beyond the logo on

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Speaker 1: the car.

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Speaker 2: We don't just put logos on things, you know, the

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Speaker 2: bar for us, the minimum is that there has to

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Speaker 2: be product alignment as well, you know, making that choice

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Speaker 2: on who to go with. Honestly, it's the most fun bit.

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Speaker 2: You get to go and talk to sports teams if

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Speaker 2: your sport is not like me. It's great, but signing

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Speaker 2: is the easiest bit. And I think we've probably learned

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Speaker 2: some lessons from people in the past where you also

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Speaker 2: go and spend so much money on the rights that

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Speaker 2: you don't leave enough for activation. And so for us,

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Speaker 2: that's going great. The logos there. Now, how do we

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Speaker 2: use the drivers that we have to go and do

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Speaker 2: some call interview series or how do we activate around

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Speaker 2: corporate hospitality to get clients there, And that's where the

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Speaker 2: hard work really goes in in for.

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Speaker 1: Reer Wallas, there's also a practical side. Formula one teams

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Speaker 1: operate across dozens of countries every year.

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Speaker 2: We're actually McLaren's global payments partner, so I touched on

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Speaker 2: the fact that you know there's twenty four races globally.

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Speaker 2: I think if I look at it, there's twenty different currencies.

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Speaker 2: Someone need to be paid in euros or in dirham

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Speaker 2: or in Singapore dollars and we're supporting that. So it

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Speaker 2: leaves us that credibility internally, but also it gives us

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Speaker 2: great excitement, like we run competitions every year to go

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Speaker 2: and send staff members to the Formula one. It's a

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Speaker 2: great thing when hiring candidly, people go oh, are you

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Speaker 2: the McClaren guys, and so yes, Whilst it has that

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Speaker 2: extrinsic kind of yeah, we're getting eyeballs brand trust consideration,

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Speaker 2: it's great that we can tell a real story with it,

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Speaker 2: that we can motivate both our staff and prospective employees

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Speaker 2: as well.

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Speaker 1: Sometimes a partnership produces moments that still feel slightly surreal.

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Speaker 2: I think being up on stage with Lando Norris, like

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Speaker 2: you know, on the Thursday of the F one, in

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Speaker 2: front of three hundred clients, that was certainly a bit

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Speaker 2: of a pinch yourself moment.

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Speaker 3: It's the only one that I think my mum's then

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Speaker 3: text me and well, that was pretty cool, wasn't it.

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Speaker 2: She doesn't normally text me about how cool you know,

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Speaker 2: moving money is globally.

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Speaker 4: I don't think you understand the awesomeness of what this

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Speaker 4: is a there until you're here.

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Speaker 5: I'm trying to get the picture very very quickly.

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Speaker 1: Air Wallacks isn't the only tech company seeing opportunity in

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Speaker 1: formula one. Air Tasker has created a community platform that

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Speaker 1: links people who need to outsource tasks and find local

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Speaker 1: services with people who are looking to earn money and

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Speaker 1: ready to work. Air Tasker is also backing F one,

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Speaker 1: partnering with Visa cash app racing Bulls. Formula one team

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Speaker 1: co founder and CEO Tim Fulm explains.

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Speaker 6: It is a pinch me moment and I think it's

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Speaker 6: a pinch me moment each time I sort of walk

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Speaker 6: into the Formulae partick or see our logo around because

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Speaker 6: it is really cool and I must say that, you know,

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Speaker 6: it never stops being kind of cool.

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Speaker 1: Air Tasker's connection to Formula one isn't about luxury brands

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Speaker 1: or celebrity drivers. It's about the workers behind the scenes.

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Speaker 6: It was quite an interesting story because we actually were

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Speaker 6: we had broken at a number of these media partnerships

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Speaker 6: to scale Air Tasker from where we started in Australia

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Speaker 6: and you know, we sort of built the leading marketplace

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Speaker 6: for local service in Australia. We wanted to do the

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Speaker 6: same thing in the UK, the US and you know,

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Speaker 6: across the world. So we broken a number of media

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Speaker 6: partnerships that gave us about fifty million dollars in advertising

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Speaker 6: that we could go and do in these three countries.

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Speaker 6: And we were looking at a bunch of celebrities or

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Speaker 6: like a way to be able to amplify this media

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Speaker 6: value that we'd generated, and at the same time, I'd

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Speaker 6: been reached out to buy sports aging, go you should

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Speaker 6: look at this Formula one thing. And I actually had

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Speaker 6: to say to this guy, like, there's no chance that

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Speaker 6: I'm going to sign up for this because I'm actually

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Speaker 6: a massive fan of Formula one And as soon as

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Speaker 6: I go to my board, they're going to laugh at

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Speaker 6: me if I told them, you know, we want to

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Speaker 6: do a Formula one we want to stick a sticker

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Speaker 6: on the side of a car and justify spending millions

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Speaker 6: of dollars on that and so and so. There's actually

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Speaker 6: quite a lot of resistance. But we went to a

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Speaker 6: Formula one race, like we were invited to by red

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Speaker 6: Ball to go to a race, and we're sitting in

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Speaker 6: the paddock and I'm like, look, we're not about billionaires,

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Speaker 6: we're not about rolllexes, we're not about ferraris. It's just

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Speaker 6: not going to work. But in the background, a guy

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Speaker 6: sort of goes past with a trolley with tires on it,

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Speaker 6: and there's another guy who's like installing the garage and

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Speaker 6: putting up the you know, the stickers on the on

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Speaker 6: the walls. In the garage and as someone who is

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Speaker 6: like polishing the car and I'm like, hold on, can

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Speaker 6: we So that guy like that is like the greatest

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Speaker 6: visualization of people getting out there doing their craft, doing

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Speaker 6: their skills, giving a crap, And that's exactly what Air

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Speaker 6: Taska is.

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Speaker 1: Formula one might look like a world of elite engineering,

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Speaker 1: but it's powered by everyday people doing specialized jobs.

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Speaker 6: You know, Formula one, despite it being a lot about technology,

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Speaker 6: it's ultimately humans doing everything. I mean, the person who

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Speaker 6: does the front jack or the rear jack in a

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Speaker 6: pit stop, the person who's doing you know, the data encryption,

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Speaker 6: the person is doing the parts reliability. They really are

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Speaker 6: super super high tech jobs and their people doing their

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Speaker 6: thing at the highest level.

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Speaker 1: Air Tasker leans into that idea when activating the partnership

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Speaker 1: with the VCARBF one team.

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Speaker 6: First of all, is like where the logo is placed.

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Speaker 6: So you'll see us in the pit stop, you'll see

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Speaker 6: us in the garage, you'll see us out the back

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Speaker 6: when they're moving all of the boxes from one country

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Speaker 6: to another. Air Tusk has actually got like the biggest

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Speaker 6: logos in those places because that's the visual that we

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Speaker 6: wanted to tell the story of the second thing is

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Speaker 6: we're telling a lot of stories about the team members.

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Speaker 6: So you know, Renzomiliani is the rear jack man and

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Speaker 6: we put him up on a billboard in around the

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Speaker 6: Melbourne Grand Prince So rather than just have the driver

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Speaker 6: and the car up there, we had this is the

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Speaker 6: guy who does the rear jack in the pit stop.

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Speaker 1: Inside the company, the partnership also has an impact.

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Speaker 6: It's almost like an atmosphere or a smell of hard work, motivation, energy,

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Speaker 6: and I think that's really part or within the company.

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Speaker 6: We even had you know a lot of our staff

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Speaker 6: go to the race because we can get some extra

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Speaker 6: tickets and sitting there with taskers and influencers and stuff

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Speaker 6: in the in the crowds. Yeah, it's something really that

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Speaker 6: is becoming bigger and bigger every year and it's pretty cool.

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Speaker 1: And just like at air Wallas, the global reach matters.

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Speaker 6: I think the one thing that is powerful about Formula

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Speaker 6: One versus say English Premier League or you know some

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Speaker 6: of these other very very large audience sports is that

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Speaker 6: there is only one race and every person around the

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Speaker 6: world is a fan is watching that one race. And

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Speaker 6: so you know, as opposed to maybe in football, where

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Speaker 6: you'll follow your team, but you know some other teams

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Speaker 6: playing you're probably not not so interested. Whereas Formula one

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Speaker 6: the whole world, the sentence on this one city for

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Speaker 6: that one moment, and that's a pretty powerful audience to capture.

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Speaker 1: Formula one might look like speed, glamour and engineering, but

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Speaker 1: behind it is something simpler. People and businesses chasing tiny

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Speaker 1: improved movements, trying to get just a little bit faster.

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Speaker 1: Everywhere you go there's something new, there's something.

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Speaker 4: Different, and if one's about evolution, propredible engineering, the whole

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Speaker 4: what next?

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Speaker 3: Ha can you faster?

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Speaker 4: How can we say one thousand and a second of

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Speaker 4: it's pretty phenomenal.

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Speaker 5: Yeah, And the benefit of where we are right now

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Speaker 5: is being able to see it up closet and you

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Speaker 5: actually realize how precise everything actually is when we're looking

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Speaker 5: at the pieces of the cars and the.

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Speaker 2: Fact that they are let's just look at that, look at.

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Speaker 5: The tires over there, and just the fact that everything

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Speaker 5: is just so crisp and just clean and like perfectly

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Speaker 5: manufactured for purpose. Right.

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Speaker 4: It's beautiful, I mean it is beauty, and sports think.

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Speaker 1: It's also loud. Here Wallis is James tioderine. He knows

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Speaker 1: those tiny improvements can make a big difference for businesses.

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Speaker 1: It is all about business.

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Speaker 2: Success really looks like being able to measure it to

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Speaker 2: that ROI, but also understanding that we sponsorships particularly, it's

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Speaker 2: really hard to measure that ROI. So I probably think

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Speaker 2: about it three ways, like, do we get that brand

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Speaker 2: consideration and trust in metrics? Yes, do we get people

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Speaker 2: coming and talking to us about that activation piece, yes,

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Speaker 2: But probably most importantly, do we have a compelling story

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Speaker 2: to tell with that partner about how our product has

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Speaker 2: helped them? You know, and I talked about it from

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Speaker 2: the McLaren point of view. If we can go and say, hey,

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Speaker 2: we've saved their back office team time and money that

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Speaker 2: they can go and put back into performance on the track,

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Speaker 2: it means that we can go and tell the rest

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Speaker 2: of the businesses globally, hey, if we can do this

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Speaker 2: for McLaren, we can do this for you as well.

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Speaker 5: And like even as where we are now just with

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Speaker 5: the branding lead, I see why you see why brands.

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Speaker 3: Get involved in a little bit like this.

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Speaker 5: Yeah, it's the atmosphere. It's the fact that there are

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Speaker 5: so many people just here to have a good time.

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Speaker 4: Right, very very attractive thing to be part of, there

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Speaker 4: is no doubt about that. And here we are where

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Speaker 4: this awning has all the drivers they.

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Speaker 1: So yeah, yeah, young and capable.

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Speaker 5: But just the fact that you just go through and

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Speaker 5: there's just brand after brand after brand, and the fact

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Speaker 5: that people embrace it. The spectators embrace it. I love

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Speaker 5: the fact that they've turned up wearing it, and if

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Speaker 5: they haven't turned up wearing it, they are buying something

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Speaker 5: here so that they are wearing brands. And here suddenly

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Speaker 5: go okay, this is why sports sponsorship has taken off.

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Speaker 3: I'm off to buy a cab.