athlete management and branding
Kareen Kaur Racing
Deliverables
Social Media
Brand Design
Content Strategy & Creation
Partnership Integration
Athlete Management & Negotiation
Timeline
8/14/25
Present
10.17%
engagement rate
1
Project Brief
Kareen Kaur is Singapore’s first female Formula 4 driver, representing not just a milestone for the island nation but a new generation of women entering global motorsport. At 15, her career demanded more than on-track performance. It required clarity of positioning, credibility across markets, and thoughtful representation both on and off the grid.
As her profile began to grow, so did the complexity of her ecosystem. Family, teams, partners, federations, media, and sponsors all needed alignment. Kareen needed a plug-and-play structure that could scale with her career while protecting her image and long-term trajectory.
Our mandate extended beyond social media. We were brought in to build Kareen’s brand from the ground up and act as her representatives, working closely with her family to manage narrative, partnerships, and commercial decisions during a critical phase of her development.
2
Process
We began by building Kareen’s brand as a reflection of who she is, not who motorsport expected her to be. Her identity system was custom-designed in consultation with her story, personality, and energy. A strong, clever logo mark anchored the brand, paired with a vibrant colour palette that reflected her age, confidence, and presence.
Content and strategy were developed to balance multiple priorities. Partner obligations were integrated seamlessly while continuing to grow Kareen’s individual voice and international visibility. Each post was designed to work across borders, cultures, and media ecosystems without diluting authenticity.
Beyond digital execution, we managed Kareen’s public-facing narrative and commercial conversations. This included negotiating partnerships, structuring deals, and actively reducing financial pressure by securing cost efficiencies across her racing commitments. We also positioned her deliberately as an Indian-origin racing driver from Singapore, opening doors to global and diaspora-led media platforms.
Custom partnership decks, resumes, and CVs were developed for current and prospective partners, many of whom extended their association into the 2026 season.
3
Results
Built Kareen’s brand identity and digital presence from the ground up, creating a cohesive and recognisable athlete brand.
Structured and managed high-priority partnerships with brands and institutions including Motul, Motorsport Singapore, and the Singapore Cancer Society.
Negotiated savings of over €20,000 in race-related costs through strategic representation and deal structuring.
Positioned Kareen for global media visibility, resulting in features across Elle India, Cosmopolitan, Vogue India, Global Indian, and multiple appearances on CNA.
Facilitated her invitation and recognition by the Singapore Tourism Board, including a ministerial felicitation at the Singapore Grand Prix.
Designed and executed a charitable campaign that raised over SGD 5,600 for the Singapore Cancer Society.
Achieved consistent reach of close to 50,000+ accounts with an engagement rate of 10.17%, significantly outperforming global averages for profiles of similar size.
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