Why Smartsheet is replacing its logo on our cars with a nonprofit
For more reasons than one, Lando and Oscar’s cars will look a little different at this year’s British Grand Prix
When you see Lando and Oscar’s cars at this year’s British Grand Prix, you’ll not see the Smartsheet logo on our front wing as you usually would. That’s because Smartsheet does things a little bit differently.
Instead, you’ll see the logo of STEAM Co., a small but incredible British nonprofit. For this year’s race at Silverstone, Smartsheet will be putting all of its media and marketing firepower behind them. From the logo on our cars to their web and social media presence, Smartsheet will be handing all of it to STEAM Co. as part of a radical campaign.
They call this “Sponsor X”.
What the STEAM Co. logo will look like on the MCL60 at Silverstone
But why? Last year, Smartsheet extended the benefits of its partnership with us to put worthy causes front and centre, focusing on what they truly believe in: empowering people everywhere to do the work they're passionate about.
Between us, we’ll be showcasing STEAM Co.'s amazing story. We're proud to be a part of championing this incredible nonprofit, and their logo will feature on the front wing of both Lando and Oscar’s cars during the British Grand Prix.
STEAM Co. is on a mission to ignite a creativity revolution. STEAM Co. runs sessions at primary schools, community fetes and festivals across England. They aim to spark inspiration, curiosity and creativity to support children with critical thinking and problem-solving skills.
Nick Corston founded the company after seeing the lack of a creativity-based education in his son’s schooling, watching the infamous TED Talk from Sir Ken Robinson, and attending Camp Bestival, he put his marketing career on hold to launch STEAM Co. in 2011.
Their story is a testament to the power of passion and dedication in positively changing the world. Along with Smartsheet, we are excited to support STEAM Co. in their inspirational quest to spread their vision of a creative and inclusive education system across the UK and beyond.
Ahead of the British Grand Prix, STEAM Co. will host several unique sessions for young students in collaboration with McLaren and Smartsheet, including a creativity day with paper rocket building at Broadmere Primary Academy in Woking. They will also get the chance to meet some of our engineers and race team at Silverstone, and some of our STEM ambassadors on a visit to the McLaren Technology Centre.
It's racing for a cause, and we're ready to make a difference, one lap at a time.
STEAM CO. Making A Difference
Last year’s Sponsor X campaign was honoured as a Shorty Impact Award winner in the Nonprofit Partnership category, with both a Silver Distinction and Audience Honor in Education for McLaren, Smartsheet, and DeadlyScience.
In addition, the Sponsorship Marketing Association (SMA) awarded Smartsheet with one of its first-ever Sponsorship Excellence Awards for the Sponsor X initiative, citing Smartsheet as “taking a bold approach to reimagining how sponsorships can be used to drive awareness and impact for a greater cause.”
You can find out more about Sponsor X here.
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