Emily Schofield: My NMA Experience
At the National Motorsport Academy, we’re proud to welcome students from all areas of the motorsport world – whether they’re on the tools, behind the wheel, or focused on the business behind the scenes. Emily Schofield is a great example of that diversity.
Now in the final stage of her MA in Business of Motorsport, Emily is diving into the commercial side of Formula 1 with a dissertation on sponsorship and ethics. Growing up near Buckmore Park and Brands Hatch, motorsport has always been close to home – but her passion lies off-track, exploring how the sport operates as a global business.
We caught up with Emily to hear more about her journey, her love for F1, and how she’s using the NMA to build a future in motorsport.
Over to you, Emily!
Hi Emily! For anyone who hasn’t met you yet, how would you introduce yourself?
Hi, I’m Emily Schofield, 22, and I’m studying the MA in Business of Motorsport with the National Motorsport Academy. I’m currently working on my final module, a dissertation which explores the financial viability of sponsorship in Formula 1 under ethical scrutiny.Â
I live in Kent, not far from Buckmore Park Karting Circuit and Brands Hatch, so I’ve always had motorsport right on my doorstep. My first taste of motorsport was going to Buckmore Park as a kid to watch my dad’s friend race in karting, and those visits definitely sparked my early interest in the sport. Every holiday kart race ended with me blaming the kart, the tyres, and ‘lack of updates’ – clearly I was destined for a career in F1! Alongside my studies, I write a blog on Medium, focused on the commercial side of motorsport and I like to regularly create sponsorship case studies and activation ideas over on my LinkedIn to build my portfolio and industry knowledge.
What was it about the NMA that stood out to you when you were choosing where to study?
I originally studied Business Management with Human Resource Management down at Brighton University, but motorsport – especially Formula 1 – has always been my passion. My dad has always followed the sport since I can remember and over time, I found myself more fascinated by what happens off-track – sponsorships, team branding, commercial deals, and how F1 operates as a global business. That’s what inspired me to make the shift and pursue this master’s. It’s allowed me to blend my academic background with something I truly care about.
How have you found the experience of studying online with the NMA?
It’s been a really positive experience. The VLS is easy to navigate and full of useful resources, and I like that I can take control of how I structure my learning. As someone who’s juggling voluntary roles and personal projects, the flexibility has made a huge difference. It’s helped me stay productive and motivated while also giving me the time to explore opportunities outside of the core modules – like building my own sponsorship case studies or contributing to motorsport communities online. The self-paced nature of the course has actually made me more disciplined and independent as a learner.
Which modules have you enjoyed the most, and why?
That’s a tough one! I’ve really enjoyed the sponsorship and branding modules because they align so closely with what I want to do in my career. They gave me the chance to analyse real-world case studies and understand how partnerships are built and activated in motorsport. The ethics module also stood out – it really challenged me to think critically about how the industry handles difficult issues, from sustainability to diversity and inclusion. It opened my eyes to the responsibilities we have as future professionals in shaping the sport’s future direction.
How have you found the tutor support throughout your course?
The tutor support has been brilliant. They’re knowledgeable, approachable, and always quick to help with feedback or questions. What’s been really encouraging is how they push you to develop your ideas further – it’s never just about ticking boxes. You’re encouraged to think like someone who actually works in the industry, which has really boosted my confidence. I’ve appreciated how the tutors give constructive feedback that helps you grow rather than just pointing out what’s wrong. I’d especially like to mention James Bailey, who has been my supervisor throughout my dissertation module. His guidance, feedback, and support have been invaluable as I’ve tackled quite a complex research topic – he’s really helped me stay focused and keep improving my work.
What are you working on right now, and what are your career goals for the future?
Right now, I’m focusing on completing my dissertation and building my portfolio of sponsorship work. I recently created my first full sponsorship deck to help a 10-year-old karting talent begin his journey into motorsport sponsorship, working closely with his dad to understand their goals and how to present Dhian’s potential to brands. It was a rewarding experience that taught me a lot about the grassroots side of the sport and how different it is to pitch for a young driver compared to an established F1 team. I’ve also been doing voluntary roles and personal projects to gain experience. The next step is hopefully to transition into a full-time role in sponsorship or partnerships, ideally within motorsport
Do you have any particular aspirations in motorsport?
My goal is to work in sponsorship strategy or partnership activation in Formula 1. I’m passionate about helping brands and teams create campaigns that are authentic, engaging, and commercially effective. I’d love to be part of the process that connects fans and sponsors in meaningful ways. Long-term, I’d also love to work with young talent and help support grassroots initiatives by building sponsorship models that are accessible and impactful. Motorsport has such a wide spectrum – from karting to the world stage – and I want to make a difference at both ends of that journey.
What would you say is your biggest strength as a future motorsport professional?
I’d say it’s my curiosity and ability to connect the dots between strategy and storytelling. I love diving deep into research, whether it’s audience data or sponsorship trends, and turning those insights into creative ideas that serve a purpose. I’m also proactive – not afraid to reach out, start something new, or look at things differently. Whether it’s creating my own case studies or supporting a young karter, I’m always looking for ways to apply what I’ve learned in a real-world context.
What would you say to someone considering studying with the NMA?
Absolutely! If you’re passionate about motorsport and want to develop your understanding of the industry in a flexible, supportive environment, this course is a brilliant option. It’s opened doors for me, sparked new ideas, and helped me grow both professionally and personally. Whether you’re just starting out or pivoting your career like I did, the modules are practical, insightful, and genuinely enjoyable. It’s the perfect foundation for anyone looking to make their mark in motorsport.
A big thank you to Emily for speaking to us! You can stay up-to-date on her motorsport journey by following her on LinkedIn.Â
