Matt Field, CMO of Aventum Group, explains how backing Ollie Bearman’s rise from F4 to F1 reflects the (re)insurer’s own ambitious journey.
How did Aventum first become involved in sponsoring Ollie Bearman, and what attracted you to partner with him initially?
Our partnership with Ollie began in 2020, just as he transitioned from karting into single-seater racing in Formula 4. Even at that stage, his pedigree and potential were undeniable, focused, fearless and rapidly rising through the ranks. His journey mirrored Aventum’s own, ambitious, independent and on a steep growth trajectory. Supporting him felt like a natural fit.
What factors influenced Aventum’s decision to support a young racing talent rather than a more established driver?
We’ve always believed that true impact comes from backing potential early, from helping people on the rise, not just celebrating success once it’s already happened. Supporting a young British driver with genuine world-class talent allowed us to tell a story of growth and possibility. Many of our clients and partners have been able to join us on Ollie’s journey and are very much invested in witnessing his rise to Formula 1.
How did Bearman’s move from F2 to F1 impact the sponsorship strategy or assets?
Ollie’s move from F2 to F1 was a huge step up in every sense, for him personally and for us as a brand partner. As a B2B business, our focus has always been on the ambassadorial value Ollie brings rather than pure logo exposure. While we no longer feature on the car as we did in F2, we retain prominent branding on his race suit and, more importantly, the association with his journey. Becoming a Formula 1 driver has amplified his global profile and, in turn, elevated the storytelling opportunities for Aventum. Our strategy now centres on leveraging content, personal appearances, and behind-the-scenes access to create authentic, inspiring moments that connect our people and partners to his story.
Did Aventum make any changes in how it activates the sponsorship?
Yes, our activations have evolved in both scale and creativity. Initially, we focused on storytelling and internal engagement, bringing Ollie’s journey into our culture and communications. As he stepped into F1, we expanded further externally: hosting multiple trackside hospitality events across global races, producing exclusive behind-the-scenes content, and integrating his story into recruitment, client engagement and office launches. The sponsorship is now a living, breathing part of how we connect with people worldwide.
How does supporting a driver at F1 level change the global exposure and reach of Aventum’s brand?
Formula 1 has an ever-growing and unmatched global reach, over 500 million fans across 180+ countries and that exposure has transformed Aventum’s visibility. The Netflix effect from Drive to Survive has only amplified the sport’s profile, which is fantastic for us. For a fast-growing, independent group like Aventum, this global platform couldn’t have come at a better time, as we continue to expand into new regions and territories. But it’s about more than visibility; it’s about alignment. F1 represents precision, innovation, teamwork and performance under pressure, values that are deeply embedded in our own culture. The partnership has given us a powerful, authentic way to tell our story on a truly global stage.
How do you measure the impact of sponsoring Bearman, both internally and externally?
Internally, the partnership has been a source of huge pride — it’s become part of our identity. We measure engagement through employee surveys, event participation and brand sentiment, and the uplift has been remarkable. Externally, we track digital reach, PR coverage, event attendance and client engagement. But the real value is in the conversations it starts and the storytelling which is at the heart of our brand strategy.
What marketing activations or content have been most effective in leveraging the sponsorship?
The standout activation for us was EC3 Relay, our Guinness World Record–breaking charity cycling event held in the heart of Leadenhall Market. It united the London insurance market like never before, bringing together clients, carrier partners and even competitors to raise over £100,000 for Cancer Research UK. The event coincided perfectly with the announcement of Ollie’s promotion to Formula 1 for 2025, and he kicked things off as the first of 600 riders to each cycle at least 1km over three days and two nights. His involvement drew a huge crowd and added incredible energy to the occasion.