Darren Cox
speaker
458 appearances
3 recordings
1 series
first heard May 2026
last heard 1 Aug
Darren Cox’s voice in public audio — every appearance, attributed to the second.
Trend
recordings per month · last 12 monthsRecordings per month over the last 12 months — 3 in all, peaking in Aug 2026 with 1.
Appearances
As you say, with LVMH coming in, that has changed Formula 1 in terms of the respect of the group of sponsors that they've got around them.
As you say, things have grown in Formula One, but some things stay the same.
You came into the sport with a clothing brand, a high street clothing brand, not a luxury clothing brand, with Benetton.
So it's sort of the loop has turned around again.
I mean, you have been credited with revolutionizing marketing for the teams via what you did with Benetton.
The new guys on the block, you did things very differently from the boring state teams that were there that have been around for many, many years.
How did that feel coming in as an outsider and being, I think someone described you as a T-shirt manufacturer and taking on these guys that thought they knew everything about you?
I love the fact you say that Formula 1 is really simple actually.
It's about people and it's about getting the right people around.
On the marketing side, you came up with things early on.
In 1997, you had your own TV show, which now, of course, we have Drive to Survive.
You were the first to do a Paddock newsletter, which then Red Bull took over.
Was it really useful being an outsider, looking in and seeing that people have done the same thing on the engineering side, but also on the marketing side, the same way for so many years?
Could you just see that there was this massive opportunity there?
Did you enjoy the football side and the sport, owning a football club, than you did running an F1 team?
So you, in my mind, you helped revolutionize marketing in Formula One.
Who's doing a good job today in Formula One?
Who's taken some of your ideas, the other teams that are doing a good job?
I think you're right.
You've lived in both eras in a team environment of the Bernie Eccleston era and now the Liberty era.
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