About
Octane Sport Entertainment
Octane Sport Entertainment is a global consultancy, headquartered in the UAE with its foundations in motorsport. We help brands, rights holders and creators build authentic connections using the power of sport.
Founded by racing driver and sports executive Will Powell, Octane Sports Entertainment channels first-hand motorsport knowledge into world-class consultancy for the film, media, video game and sports industries.
Driver + team-side perspective for credible advice
Experience across sponsorships, rights, media and events
Bridges sport and entertainment for impactful storytelling
Newsletter
Octane Briefing
The car and motorsport stories that matter in the Middle East, with analysis from Will Powell — powered by our own AI-driven industry insight engine, Octane Radar.
This week’s top stories
20 August 2026
Verstappen commits to Red Bull until the end of 2030
A new deal signed on the eve of the final Dutch Grand Prix ends a summer of Mercedes rumours and closes off the seat Carlos Sainz was tipped for.
Formula1.comAutomotiveOman’s Automobile City to launch in Salalah next year
The first phase opens in Q2 2027 with construction nearly half complete, giving the Gulf another integrated hub for the automotive sector.
AGBISim RacingFIA MENA Esports Championship returns on Gran Turismo 7
Regional qualifying runs to mid-September, with the 2026 final set for Amman, Jordan on 24 November.
TraxionServices
What We Do
From film sets to race tracks, we deliver expert motorsport consultancy across entertainment and sport.
Sponsorship & Commercial
Sponsor acquisition, rights valuation and deal-making — from packaging a property to landing the partner. Senior commercial strategy delivered on a retainer-led model, not pure brokerage.
Reputation & Communications
Discreet reputation management and strategic communications for executives, founders, family offices and athletes. Top-tier agency pedigree, applied with modern, transparent, AI-accelerated tools.
Digital Marketing & Content
AI-accelerated content, social and campaign delivery that turns motorsport rights into living media — the engine that makes partnerships visible and valuable.
Rights Management
Ownership, business development, investment in sports and motorsport entertainment rights.
Lead Generation
AI-driven lead generation and sales for the automotive industry.
Film, TV & Video Games
Motorsport consultancy for film, TV and video games, including technical advisory and specialist vehicle sourcing.
Case Studies
Selected Work
A glimpse of the programmes, partnerships and productions Octane has been part of across motorsport and entertainment.
Video Games
Codemasters
Motorsport advisory for one of the world's leading racing game studios — driver-side input into handling, vehicle behaviour and on-track realism to help the studio's titles feel true to life.
Visit website
Supercar Sales & Marketing
Brabham BT62
Worked alongside the Brabham BT62 programme — a limited-run track hypercar carrying one of motorsport's most iconic names. Involvement spanned driving, development and experiential activation.
Visit website
AI Accelerated Systems
Octane Twyn
Bespoke integration systems, licensing and marketing for video games studios, film and TV. Bringing the real world to the virtual, AI-accelerated.
Explore Octane Twyn
Business Development
Formula E
Ongoing relationship with the all-electric world championship, connecting brands and rights holders to the series and supporting activation around its global race calendar.
Visit website
Motorsport Consultancy
Caterham UAE
Worked with Caterham UAE on the commercial and competition side of the team — driver support, sponsorship and brand storytelling that helped raise the team’s profile on and off the track.
Visit website
Automotive Marketing
RMA Motors
Working with RMA Motors Dubai, one of the region’s premier luxury and performance car dealerships — AI-driven lead generation, digital marketing and content that brings its showroom of supercars to a global audience of buyers.
Visit websiteHow We Work
AI-Accelerated. Senior-Led.
Agency-grade strategy and delivery, without the agency overhead. We pair senior, top-of-industry expertise with an AI-accelerated workflow — so you get the thinking of a major group and the speed of a lean specialist.
Senior expertise, direct
You work with the principal, not an account hierarchy.
AI-accelerated delivery
Faster turnarounds and more output, without inflated cost.
Lean by design
A vetted specialist bench, held to a senior quality bar.
Clients
Trusted By Industry Leaders
Brands, championships and studios across motorsport, media and lifestyle we’ve worked with.
Founder
Will Powell
www.willpowellracing.comWill Powell is a racing driver and commercial sports executive who has operated on both sides of the motorsport business — in the cockpit and in the boardroom.
Alongside a career as a professional racing driver, competing in sports cars and the British Touring Car Championship, Will was a partner at Chime Communications — the international group behind CSM Sport & Entertainment and some of the biggest names in sports marketing. He spent years at the top of the communications and sponsorship industry before bringing that expertise trackside. He pairs senior agency-grade commercial strategy with first-hand driving experience to help brands, rights holders and teams build partnerships that perform.
Today he leads Octane Sport Entertainment, combining that pedigree with an AI-accelerated delivery model to offer world-class sponsorship, communications and rights consultancy — lean, fast and senior-led.
Contact
Get In Touch
For business enquiries, please use the form to get in touch with Octane Sport Entertainment.
Phone
+971 4 257 6365UAE Office
Level 21, Al Habtoor Business Towers
Dubai Marina
Dubai, United Arab Emirates