Get into pole position: new motorsport communicators masterclass announced
MICA has added a third 2025 Masterclass to its professional development and networking calendar, based around motorsport communications and hosted by Hagerty at Bicester Motion in June. The day will offer insights into promoting diversity, generating great content, managing digital sales and marketing, and leveraging motorsport sponsorships and partnerships (see below).
Our two other Masterclasses – offering views on the value of brand heritage in communications, and looking forwards to investigate the skills needed by communications leaders in 2035 – are booking fast. No surprise given the topics and venues: Bentley’s global HQ, in Cheshire, and newly announced Brooklands Museum, Surrey. Read on to reserve your places.
Don’t forget, MICA membership offers invitations to exclusive social and networking at sought-after venues. Thanks to our relationship with Bicester Motion, its Bicester Heritage arm offered MICA media tickets to this month’s Scramble meeting after general admission sold out in five days. While our group attending on April 27 is full, look out for news of member places for the next Bicester Scramble on October 6.
Our second money-can’t-buy invitation – courtesy of the Goodwood Estate and Ferrari SpA – is to the Festival of Speed’s industry day on July 10. Scroll down to find out how to join us.
Motorsport masterclass: how to activate sponsorships, communications and partnerships
At Hagerty Clubhouse, Bicester Motion, Oxfordshire, June 27
Join us for a dynamic Masterclass where the worlds of motorsport, media, and marketing come together. Hosted by Hagerty, we will learn how motorsport is evolving as both an entertainment and technology platform that can help tell your brand’s stories.
From F1 to national racing, motorsport is reaching more diverse audiences. The Masterclass will demonstrate why this matters to automotive brands. Attendees will also learn from case studies why motorsport is the perfect platform to demonstrate and communicate sustainable technology that cascades into the wider automotive industry.
Those planning to offer insights include Henry Catchpole (Hagerty’s YouTube channel host), Charlie Martin (racing driver and LGBTQ+ campaigner), Mike Scudamore (MD of Apex Sports Marketing and Team Principal, Team BRIT), Charlotte Mackenzie (Motorsport UK) and Nick Trott (ex-Evo editor and founder 27Works). More names are to be confirmed.
With influential voices and real-world insights, this is a day designed to inspire and connect MICA members with the changing world of motorsport. Set aside June 27 to join us and mail info@mica.org.uk with “Motorsport Masterclass” as the subject to be kept informed.
MICA at Goodwood Festival of Speed with Ferrari
At Goodwood Estate, Sussex, July 10
Goodwood’s Festival of Speed offers cars, stars and motorsport royalty at the largest event of its kind. MICA is a offering members-only prize draw for an exclusive experience, with admission generously donated by the Goodwood Estate on industry day ahead of the weekend crowds, and all-day access with refreshment at the Ferrari Pavilion. A visit to the stand of another MICA-supporting brand is also being arranged. This member-only opportunity for three pairs of tickets, will enable six guests to be hosted by MICA and Ferrari and to take away new industry knowledge and contacts. Given the level and value of corporate access offered, it is preferred that a colleague or other automotive contact is the member’s guest, rather than a family member or friend.
To be included in the draw, members need to register their interest by mailing info@mica.org.uk with the subject line “Festival of Speed”. The draw will take place at 5pm on June 1, our three winners will contacted by June 7.
To be eligible, candidates must be MICA members and to have registered their interest by 12 noon on June 1. Click to join MICA.
Masterclass on heritage: does brand history help as a communications catalyst, or hinder versus new competition?
At Bentley, Cheshire, September 25
Announced in February and filling fast, this Masterclass will set out the role of heritage as an emotionally engaging comms platform, while looking at brands with little history to leverage, and taking a view from across the luxury sector beyond automotive. Premium publishers Hearst will provide insights into the effective communications campaigns and channels reaching luxury buyers. As well as hosts Bentley and Polestar joining, MICA will announce further brands offering views and experiences of heritage themes, and their value and resonance with their target audiences: from those steeped in history to those who are making an impact in the 2020s, not 1920s!
To register your interest click Heritage Masterclass
Skills masterclass: the must-have talents of an auto CCO by 2035
Brooklands Museum secured as venue, November 13
Hard on the heels of Ennis & Co Group’s Drivers of Change initiative with Autocar and Bentley, the automotive skills and recruitment specialists were announced as MICA partners to define the skills of a successful Chief Communications Officer in the 2030s. Just as Drivers of Change champions diverse talent in our industry, the 2035 CCO will hold more diverse skills, broader strategy and technology experience than today’s leaders.
As well as hearing from Ennis & Co CEO Lynda Ennis on what future talent will look like and need, another presenter on the panel will be Bauer Media’s Tim Pollard. Previously the publisher’s Editorial Director for eight years, Tim was this year promoted to Director of Digital Content and will outline the future media landscape to be navigated. Heavily involved in the digital rewiring of Bauer Media, Tim is masterminding the work patterns of tomorrow’s journalists, the professional deployment of AI at Britain’s biggest magazine publisher and its smarter use of data in storytelling.
Brooklands Museum as hosts will share its own exciting vision for the future, including 2026 centenary celebrations of the first British Grand Prix at Brooklands’ circuit in August 1926. A guided tour for Masterclass attendees will show how Brooklands is activating its legacy as the birthplace of British motorsport and aviation to inspire generations to come.
See original Skills Masterclass announcement to join
Tim Pollard, Director of Digital Content, Bauer Media
MICA Partners with National Motorsport Academy to empower industry graduates
MICA is proud to announce a new partnership with the National Motorsport Academy (NMA), giving NMA students access to our industry-leading training, mentoring, and networking opportunities.
NMA is a pioneer in delivering online business and engineering degrees tailored to the fast-paced, global motorsport industry. With over 3,000 motorsport
companies based in the UK — employing more than 40,000 people — the need for sharp, informed communication professionals has never been greater.
Motorsport is evolving. As the industry shifts towards greater sustainability and performance, communicators will play a crucial role in shaping its story. That’s where MICA comes in.
This partnership supports students from all NMA programmes — whether they’re future engineers or business leaders — by helping them build industry insight, grow their networks, and sharpen their professional edge.
Fully online, NMA’s degrees are globally recognised and designed for flexibility, making them ideal for those balancing full-time careers with study.
Explore how the National Motorsport Academy can drive your career forward: https://motorsport.nda.ac.uk/business-school/
Who are MICA?
The Motor Industry Communicators Association provides sector-specific training, mentoring, networking and events that will accelerate your career, increase your industry knowledge and introduce you to new friends and colleagues. Working closely with a wide range of automotive and mobility industry experts, MICA is unique in its ability to bring together relevant insights from leading specialists, in-person and online. MICA is run by this merry band and membership represents two-, four- and on to ten-wheel vehicle manufacturers, their agencies and after-markets.
© 2025 MICA | MOTOR INDUSTRY COMMUNICATIONS ASSOCIATION
