Our next Role Call is with Natalie Neal, Founder and Chief Executive Officer at NKrush, a London-based boutique sports marketing firm.
With existing partners ranging from Oracle Red Bull Racing to The Crypto.com Miami Grand Prix, NKrush has just won the contract to work with The Madring – the new home of the TAG Heuer Spanish Grand Prix.
Role Call is Sector’s series spotlighting the people whose job titles do not always reveal the influence they have on the sport and Neal took time out to answer our questions.
Sector: You have just been successful in winning the deal to represent the Madring, could you tell us about the process and how it fits into the existing NKrush portfolio?
Natalie: We’re incredibly excited to be working with MADRING across a range of areas, including communications, media operations, and VIP experiences. The project is fantastic, and the team is equally as impressive.
As with much of our work, we were initially recommended to MADRING by other clients which then led us to be part of a formal RFP process. The team invested significant effort into it, and we’re pleased to see that hard work pay off.
MADRING fits perfectly into our portfolio; we’re well known in the industry for supporting F1 promoters, particularly those new to the calendar. Many of these partnerships develop into long-term relationships. For example, we began working with Miami for its inaugural race, expanded our remit over time, and continue to support them as they move into their fifth year.
Sector: How did you get into Formula 1?
Natalie: After studying French and Spanish at university, I spent a year working on the trading floor of an investment bank but soon realised it wasn’t for me. I had a friend who worked in Formula 1 and he introduced me to team boss Flavio Briatore.
Formula 1 was very different back then, there were no real departments and none of the layered hierarchy you see today. It was a much smaller, more fluid setup. I was fortunate to have remarkable access – I was in the room, able to learn quickly, build relationships, and see first hand how businesses truly operated with real personalities and legends of the sport.
I stayed at Benetton for just over a year before moving out of Formula 1 to work on the London 2012 Olympic bid. In 2005, I returned to Formula 1 with KHP Consulting, where I worked across hospitality, marketing campaigns, communications, and partnerships.
Over nearly a decade with KHP, I had the unique opportunity to be among the first on the ground in emerging Grand Prix destinations, helping to build races from inception in Bahrain, Abu Dhabi, and Austin.
Those years were some of the most formative of my career. Not only did I thrive in the fast-paced, start-up-like environment of launching new races, but it was also during this time that I built a strong and lasting network of industry relationships. That foundation ultimately led to the creation of NKrush.
Sector: What are the top three skills that matter most in your job that people would not expect?
Natalie: Let’s not overlook the basics, the things people expect but that often go unsaid. First, the three most important: be on time, say please and thank you, and do what you say you’re going to do. If you consistently get those right, you’re already ahead of most.
From there, it’s about strong communication, a commercial mindset, the ability to read the room, and keeping a steady game face – even after the toughest, longest days in the paddock.
As for the unexpected – being able to know when to push and ask for more, and when to back off. This is critical. When you are asking for something, you have to play your hand knowing that you might ask the same person or company for the same or something else a few weeks later.
It applies when dealing with teams, drivers, promoters, partners, and the media. And from a personal perspective, being conversational in more than one language can be a gamechanger.
But all in all, it’s the way you can combine these skills; being authentic, approachable, and consistent, while still making tough calls, pragmatic yet compassionate, level-headed and calm, having fun while delivering beyond
expectations.
When you combine humility with skill, and kindness with accountability, you naturally draw people in. They’ll back your vision and stay committed through challenges.
Sector: What does a good day look like in your role?
Natalie: It may sound cliché, but the best part of what I do is working with my team – people who are so much more than just colleagues. They challenge me, support me, and share the same passion for doing great work and making NKrush the success it is.
A good day for me is one filled with a diverse mix of incredibly cool clients and fascinating projects that constantly push us to innovate. At the same time, we have the benefit of experience – knowing what works, what doesn’t, and how to deliver consistently strong results.
A fulfilling professional day for me involves tackling meaningful challenges such as identifying the best location to launch a new F1 partnership at the Bahrain International Circuit factoring in logistics and accreditation, exploring new opportunities (with new business always a key focus), or solving complex problems and making thoughtful decisions, such as managing the many suites in Miami’s Paddock Club.
It’s also about building valuable relationships – I’m proud of the network I’ve developed across the industry – and offering strategic advice that makes a real impact but most of all, it’s about continuously learning something new.
I have a huge appetite to grow, to do more, and to keep evolving. But growth for me is never just about scale – it’s about maintaining our reputation, protecting our culture, and ensuring our team’s happiness along the way.
In the 14 years of NKrush’s existence, 90% of our business has come through word of mouth. That’s something I’m incredibly proud of and a testament to what we deliver for our clients.
Sector: What advice would you give to someone who wants to work in F1 but doesn’t know where they fit?
Natalie: Most people will tell you to have a clear goal and set your sights on exactly where you want to be. And yes, you might naturally lean toward a certain area of the industry, but not always.
Don’t overthink the destination. Focus instead on getting your foot in the door – any role, volunteering, work experience, anything that gives you exposure. Bring an old-school work ethic. Be diligent. Be personable. Have a voice. Have an opinion. Make yourself known through attitude and hard graft.
Once you’re in, you’ll grow. You’ll discover where you fit best. And if you consistently show up, contribute, and work hard, your talent and personality will be recognised.
Sector: If you were starting again tomorrow, what would you do differently?
Natalie: Not very much, to be honest. I value the fact that I’ve personally taken on so many different roles while starting a company – it’s taught me not only what to do, but more importantly what not to do.
Having to understand contracts, HR, tax implications, and cash flow management is one of the best possible lessons in building something from scratch.
That said, there are certainly skill sets I wish I had developed earlier. Broadening my abilities – particularly in areas like public speaking – would have been hugely beneficial sooner in my journey.
Keen to learn about a specific role in Formula 1? Let us know which one.
