Motorsport is shifting gears — not only on the track, but in the way it communicates, connects and captivates audiences. That’s why MICA (Motorsport Industry Communicators Association) is thrilled to announce a brand-new addition to its 2025 professional development calendar: the Motorsport Communicators Masterclass, hosted by Hagerty at Bicester Motion on June 27.
This third Masterclass joins two other sell-out events planned for 2025, one exploring the power of brand heritage at Bentley’s global HQ in Cheshire, and another peering into the future of communications leadership at Brooklands Museum, Surrey. Together, these sessions form a compelling series designed to equip professionals with the skills, strategies and stories needed to navigate an evolving automotive and motorsport media landscape.
The Motorsport Edge: Content, Sponsorship & Inclusivity
The June 27 Motorsport Masterclass promises to be a standout moment in MICA’s calendar. Set in the dynamic surroundings of Hagerty’s Clubhouse at Bicester Motion in Oxfordshire, the event is a meeting point for communicators, marketers and motorsport insiders alike.
Motorsport is more than just a spectacle — it’s a proving ground for sustainable innovation, a magnet for diverse global audiences, and a storytelling engine for brands. With contributions from industry experts including:
- Henry Catchpole – Host, Hagerty’s YouTube Channel
- Charlie Martin – Racing driver and LGBTQ+ campaigner
- Mike Scudamore – MD, Apex Sports Marketing & Team BRIT Principal
- Charlotte Mackenzie – Motorsport UK
- Nick Trott – Founder, 27Works and former Evo editor
the session will examine how brands can harness motorsport partnerships, craft compelling digital narratives, and engage with audiences through inclusive, progressive storytelling. More speakers are expected to be announced soon.
This is not just a learning opportunity — it’s a networking moment designed to connect ambitious communicators with motorsport’s most exciting developments.
📧 To express your interest, email [email protected] with the subject line “Motorsport Masterclass”.
Access-All-Areas: Goodwood’s Festival of Speed with Ferrari
Beyond Masterclasses, MICA is also offering members-only access to some of the industry’s most sought-after experiences. A highlight? The Festival of Speed’s exclusive industry day on July 10, where six lucky members will be hosted at the Ferrari Pavilion, thanks to a prestigious partnership with Goodwood Estate and Ferrari SpA.
This behind-the-scenes access includes full-day admission, hospitality, and additional visits to partner brand exhibits — an unmissable networking opportunity among industry leaders and motorsport legends. To enter the prize draw for one of three pairs of tickets, MICA members must register by emailing [email protected] with “Festival of Speed” in the subject line before 12 noon on June 1.
Still Booking: Heritage & Skills-Focused Masterclasses
MICA’s September 25 Masterclass at Bentley will explore whether brand heritage helps or hinders in the race for modern relevance. Expect insights from both legacy marques and ambitious newcomers, with Hearst UK, Polestar, and Bentley leading discussions around how brand legacy can connect with contemporary luxury audiences.
Then, looking ahead to November 13, the final Masterclass of the year will delve into the future of communications leadership. Hosted at Brooklands Museum, this session — developed with recruitment specialists Ennis & Co — will define the skillsets today’s professionals need to become tomorrow’s Chief Communications Officers. Featuring speakers such as Tim Pollard, Director of Digital Content at Bauer Media, and Lynda Ennis, CEO of Ennis & Co, this future-facing event will explore how AI, data, storytelling and diversity will reshape the role of the automotive communicator by 2035.
A New Partnership to Fuel Future Talent
MICA has also unveiled a significant new partnership with the National Motorsport Academy (NMA). This collaboration offers NMA students access to MICA’s mentorship, training and networking opportunities — bolstering the next generation of motorsport business and engineering leaders.
With over 3,000 motorsport companies in the UK and an industry employing more than 40,000 people, the demand for skilled communicators has never been higher. The NMA’s flexible, online programmes are globally recognised and tailored to the needs of this fast-moving, high-stakes world — making the MICA-NMA alliance a timely and powerful force for industry progression.
🎓 Discover more about the National Motorsport Academy here:
https://motorsport.nda.ac.uk/business-school/
Join the Conversation, Shape the Future
Whether you’re a seasoned PR executive, an emerging social media strategist, or a motorsport brand manager, MICA’s 2025 events offer more than professional development — they provide a seat at the table of the future.
As motorsport evolves, the way we tell its stories must evolve too. Join us, and get into pole position.
🔗 For Masterclass details, membership benefits and registration, visit:
www.mica.org.uk
📧 General enquiries: [email protected]
