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Diagonal Diary: The EventR 11, a pair of visits, and a return to British racing

Mon 22 July: It’s race week! After a five-week mid-season break, our client, the British Touring Car Championship (BTCC), is back on track this weekend. Croft Circuit in North Yorkshire is the venue as the second half of the 2024 season begins and, having won five of the past nine races, Championship leader Jake Hill will be hoping to continue his fine form.

Also looking to extend a rich run of returns is our client Patrick Heuzenroeder – the 18-year-old Australian racing driver competing in the GB3 Championship. ‘The Racing Kelpie’ is back in Britain after three consecutive events in mainland Europe – at Circuit de Spa-Francorchamps, Belgium, the Hungaroring, Hungary, and Circuit Zandvoort, Netherlands. Having finished in the top five in four of his past five races, culminating in his first podium finish in the weekend’s third and final race at Zandvoort a fortnight ago, Patrick heads to Silverstone with a spring in his step.

It is also Olympics week as the 2024 Summer Games begin in Paris, France, on Friday. To mark the event, our client EventR – the app designed by a team of software developers led by the former Formula 1 team principal Otmar Szafnauer, its aim being to simplify team travel – today launches the ‘EventR 11’ – 11 Team GB athletes to whom EventR will be wishing ‘good luck’ during the Olympics. As a British company with sport at its heart, EventR champions innovation and the 11 athletes have inspired their team. Throughout the Games, we will be highlighting their amazing stories and showing you how EventR enables you to embed their event schedules into your personalised travel itinerary so as to ensure that you never miss a minute of the action in Paris. Rower Georgie Brayshaw and skateboarder Sky Brown are revealed as the first two EventR 11 athletes. 

Tue 23 July: Meeting with André Eriksen, Founder and CEO of our client Asetek SimSports – the manufacturer of sim-racing hardware based in Denmark – to discuss the next instalment of his series of LinkedIn articles. Ahead of Asetek’s trip to Gamescom – Europe’s leading trade fair for the gaming industry – in Cologne, Germany, next month, André recalls how his gaming knowhow helped shape Asetek from the very beginning. Follow André and Asetek on LinkedIn for more on that and a very exciting product launch – “It’s the jewel in the crown,” says André.
Weightlifter Emily Campbell, diver Tom Daley, and cyclist Pfeiffer Georgi are the latest trio of Olympic athletes to be wished good luck by EventR.
In his latest column for Motor Sport published today, Diagonal Comms MD Matt Bishop explains why he reckons his old McLaren mucker Kevin Magnussen, currently without a 2025 seat, should walk away from Formula 1 and enjoy winning in pastures new, and commends Ralf Schumacher for making the F1 paddock a more welcoming and inclusive place by coming out as being in a loving relationship with his partner, Etienne.
Wed 24 July: A busy day for our MD Matt Bishop as he welcomed a series of visitors to our London offices. The last of the day is with trans racing driver Charlie Martin after her excellent recent podium finish in a support race of at the prestigious Le Mans 24 Hours race.
Before Charlie’s arrival, Matt had enjoyed a working lunch with David Brabham, mentor of our GB3 racing client Pat Heuzenroeder, as the pair used the valuable opportunity to exchange insights and discuss Pat’s promising future in the racing world.
Thurs 25 July: Thursday started off with an intriguing meeting with a company in the racing gaming industry. Watch out for some exciting opportunities on the horizon!
Our media team also travel north for our client the British Touring Car Championship (BTCC) as the series heads to Croft for the first event after the mid-season break. The UK’s premier motorsport series is kicking back into action with Jake Hill of Laser Tools Racing
with MB Motorsport leading the way ahead of 2022 champion Tom Ingram
Fri 26 July: Pat Heuzenroeder, the 18-year-old Australian racing driver competing in the GB3 Championship, has been making waves with his impressive performances after his first podium of 2024. Known as ‘The Racing Kelpie,’ Pat begins practice at Silverstone as he prepares for Round 6 of the season.
The BTCC team are on-site at the Darlington-based circuit as the announcement that Dan Cammish has extended with NAPA Racing UK is the first order of business for the day. Content is the name of the game throughout the afternoon as interviews with Cammish along with a track walk with the most winning driver at Croft, Colin Turkington, are filmed to be released across the weekend.

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