Yan Lefort

Yan Lefort is one of Formula 1’s most experienced commercial leaders, playing a leading role in the sport’s rapid growth and transformation. As Commercial & Marketing Director of Sauber Motorsport he had full responsibility for the commercial operations of the Alfa Romeo Racing F1 team between 2018 and 2022 and was a member of the team’s management board. He has been at the sharp end of a sport which has seen old business models challenged and new ones emerge, driving a surge in growth despite facing some unprecedented challenges including the global pandemic and drive to decarbonise.

Yan’s Formula 1 career began in 1994 when he spent six years as account manager for Rothmans, including management of its iconic sponsorship of the Williams F1 team, following which he was appointed Global PR Manager of the Lucky Strike F1 programme with BAR Honda. During the next seven years he was responsible for Lucky Strike’s overall communications strategy in Formula 1, working with such notable drivers as World Champions Jacques Villeneuve and Jenson Button.

As Formula 1’s reliance on tobacco sponsorship ended in 2005 and the sport faced a period of profound change Yan established his own consulting business. Over the next five years his agency provided commercial, sponsorship and communications services to a range of clients including OEM automotive companies – including Toyota’s F1 team – commercial sponsors, rights holders and F1 drivers.

Lured to IWC Schaffhausen in 2011 Yan became Global Head of Partnerships, PR and CSR for the luxury watch company. This included overseeing its partnership with the AMG Mercedes F1 team during its period of dominance with driver Lewis Hamilton.
Invited to join Sauber Motorsport as Commercial Director at the beginning of 2018, Yan secured a long term partnership with Alfa Romeo and title sponsorship from Polish energy company Orlen. He had full responsibility for the team’s successful commercial operations including the provision of diversified engineering and technology services into industry. During this time he worked with drivers including World Champion Kimi Raikkonen and 10- times Grand Prix winner Valtteri Bottas,

The last 15 years have witnessed unprecedented transformation in Formula 1 as its business model was rebuilt and new audiences lured through successful strategies involving social media, esports and streaming services. Yan is one of the leaders responsible for the dramatic transformation of Formula 1’s commercial fortunes, and today the sport is enjoying the greatest growth in its 73 year history.
Born in Paris, Yan is fluent in his native French and English. He currently lives in Zurich and enjoys hobbies including mountaineering, skiing, cycling and running.

Theme: 

• Tranformation
• Growth
• Marketing
• Communication
• Sports & Business