Mercedes introduced a reshuffle of its Method 1 crew’s managerial construction with Bradley Lord stepping as much as turn out to be Toto Wolff’s deputy crew principal.
Whereas Lord can be recognisable as a voice that has usually stepped into Wolff’s sneakers to undertake Sky Sports activities UK’s pitwall interview providing throughout a race weekend, the Briton usually stays as a background determine within the public sphere.
So who’s he?
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An uncommon route
Lord isn’t any stranger to Method 1, having began within the championship 25 years in the past as a press workplace intern on the former Benetton crew in 2001.
That led to a promotion to senior press officer on the world championship-winning Renault crew in 2006 – the identical crew, totally different guise – a job that he held for 2 years.
Crossing the stream dividing journalism and communications, Lord grew to become options editor of the previous F1 Racing journal in 2008 earlier than returning again to the opposite aspect of the water – first with Renault as head of communications in 2010 after which with Daimler AG – Mercedes’ guardian firm – as communications supervisor in 2011.
That was a job that noticed him oversee operations throughout all of Mercedes’ motorsport ventures out of Stuttgart, earlier than specializing in the Silver Arrows’ F1 providing from 2013 as communications supervisor.
Bradley Lord Hungarian GP
His function grew to become head of F1 communications a yr later after which Mercedes-Benz Motorsport communications director in 2017, spanning the crew’s golden interval within the collection that noticed it win seven drivers’ titles and eight constructors’ crowns.
2021 introduced one other title change, this time to turn out to be strategic communications director after which chief communications officer, which was dovetailed with a crew consultant function in 2024 that has largely been a launchpad for his new place.
As Mercedes defined, Lord has been “instrumental in shaping the crew’s tradition, communications, and wider strategic cohesion”.
His face could also be recognisable to F1’s viewers from the various storage pictures of Wolff’s emotional rollercoaster in the course of the 2021 title battle between Lewis Hamilton and Max Verstappen.
He’ll now be Wolff’s right-hand man – if not already – filling a gap that had been left by the departure of former driver improvement director Jerome d’Ambrosio in 2024.
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