Meet Emma Thomson: Motorsport Business Expert & Educator
What’s your background in motorsport and education?
I started out working in the arts before taking a completely different path into economic development. I decided to go freelance in 2007 doing a mix of economic development, research and project management. One of my first clients was Silverstone Circuit. I sent them a letter (an actual letter) saying I was interested in helping them implement their development plan. It worked! As a bona fide petrol head, this was a dream gig. My client list has been extremely varied since then, but motorsport remains core to my work portfolio. Teaching is a big part of that and something that I really enjoy.
What do you specialise in – and how do you use that experience to help students thrive at the NMA?
I was so lucky to learn a huge amount about the motorsport industry during my time at Silverstone. While this was done mostly through the lens of motorsport events, my experience at the circuit gave me skills, knowledge and experience in so many facets of the industry. Global sports events management was a big part of the learning, but marketing, sponsorship, education, business partnerships, planning and media featured heavily in all my projects at the circuit. I also worked with schools, colleges and universities to create education partnerships too.
I’ve been lucky enough to use this learning to teach on many academic courses over the last decade. The NMA’s Business of Motorsport course is the culmination of all that learning and an amazing opportunity to share this with students from all over the world. Another dream gig!
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What first inspired you to pursue a career in motorsport?
I didn’t set out to do this, but my love of motorsport started in childhood watching Formula 1 with my family. It became a much bigger interest in the mid-90s and grew from there. But it wasn’t until I sent that letter to Silverstone that I decided to work in the industry. A late bloomer!
What’s been the highlight of your career so far?
Every time I have worked at the British Grand Prix has been an absolute privilege. Getting to see behind the scenes of a Formula 1 race is such a buzz. I go back every year to work at the event giving people tours around the Formula 1 Paddock. Seeing the joy on people’s faces as they explore the paddock – and hopefully get to meet their F1 heroes – is always a highlight for me.
What was it about the NMA that appealed to you, and how long have you been part of the team?
I joined the NMA in January 2021 to work as a tutor on the new online Business of Motorsport Masters course. I had lectured on a number of sports business courses before and the chance to teach on a specialist motorsport course was too good an opportunity to miss.
Can you give us an overview of the modules you teach and what students can expect from them?
I teach two Modules on the Business of Motorsport Masters course. The first is Sponsorship Models in Elite Motorsport & the Role of the Media. I also teach the Motorsport Brands, Their Extension & Future Trends Module.
Both modules cover a lot of ground on some of the fundamental business and promotional priorities in motorsport today. Sponsorship, branding and the vital and ever-evolving role of the media sit right at the heard of the motorsport industry.
It’s important for students to have a good grounding in all of these elements, regardless of any specialism they choose to follow in the industry. Students will gain lots of knowledge on the different topics and are of course encouraged to do their own research and critical thinking on how the industry is performing and will develop in the future.
The assignments are in varied formats so students can hone their skills in writing for academic, business or fan audiences. They also get the chance to create presentations which is such an important communication tool for today’s workplace.
What can students look forward to most in your module? Are there any standout topics or approaches?
I think the ever-changing nature of things is built into the modules to allow students to reflect that in their thinking for their assignments. The industry never stands still, and this is especially true of sponsorship, media and branding.
I particularly like the Future Trends section of Module 5. Anything goes when it comes to looking at future trends! There’s endless scope to bring creative thinking into this module which I really like.
What do you find most rewarding about working with NMA students?
I love their enthusiasm and passion for the topics and the industry. They all bring different perspectives to the course which is a great learning opportunity for me too.
I appreciate how challenging it can be studying online so anything I can do to help students navigate that is really satisfying.
What’s one thing students can always count on when they take your module?
They will love doing presentations by the end of it!
What keeps you busy outside the world of motorsport and education?
I love dancing. I used to do a lot of Ballroom and Latin dancing and have performed in dance shows. I don’t perform any more but still enjoy dance classes in lots of different styles. I’ve even tried street dance – but I’m not very good at it!
What’s your earliest memory of motorsport?
Watching Formula 1 Grand Prix races on Grandstand with my parents. Younger readers will need to look that up!
What’s your best memory from your time in motorsport?
Tricky to pick just one thing. Probably sitting in the grandstands at Silverstone for Lewis Hamilton’s first qualifying session at the British Grand Prix in 2007. The noise from the crowd when he crossed the line in P1 – I’ve never heard anything like it. I remember every second of that lap. He’s repeated it a few times but that one will always be special to me.
What’s something about you that people might not know?
My first degree is in Mathematics and Music.
Who’s your motorsport hero or biggest influence?
Another tricky one. So many people have been positive influences on me in my motorsport career. I’m a big admirer of Lee McKenzie. She makes the challenging world of sports journalism and broadcasting look effortless which is no easy task. She’s a great role model for women in the industry too.
Want to hear more from Emma? Follow her on LinkedIn for insights, updates, and a behind-the-scenes look at life in motorsport and education.
