Lotus Cars has named Collaborate Global as its official experiential partner for the Goodwood Festival of Speed 2025. In what promises to be a striking celebration of performance, heritage, and innovation. The collaboration will see the creation of a highly engaging, immersive brand environment. Designed to embody the precision engineering, dynamic driving, and iconic racing legacy that define the Lotus name.
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The Goodwood Festival of Speed is one of the most prestigious automotive events in the world, attracting fans, media, and industry leaders alike. For Lotus, the festival represents a major moment on its calendar. An opportunity to showcase the evolution of its design and performance ethos.
Collaborate Global has been entrusted with curating a customer experience. That brings the unique spirit of Lotus to life in a way that resonates with both loyal enthusiasts and new audiences. Melanie King, Head of Global PR at Lotus, commented on the collaboration. The Goodwood Festival of Speed is a major event for Lotus, and we’re excited to be joining forces with Collaborate for this year’s showcase.
Goodwood Festival of Speed 2025: Lotus’s Performance and Legacy in Focus
He will help bring our brand to life and capture the passion and spirit that define Lotus. Her statement underscores the brand’s focus on creating emotionally charged connections. With its audience not just through its cars, but through storytelling, design, and engagement. Collaborate Global, known for its work in brand activations and experiential marketing, brings a wealth of creative insight to the project.
The team aims to deliver an experience that not only highlights Lotus’s current innovations. But also honors the brand’s deep roots in motorsport and design excellence. Chris Ambidge, Chief Growth Director at Collaborate Global, expressed his enthusiasm. As lifelong fans of Lotus both personally and professionally, we’re incredibly proud to partner with the brand.
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Lotus has a special bond between the car and the driver, and we’re excited to craft an unforgettable experience at Goodwood. The Goodwood Festival of Speed 2025 appearance will offer a rare blend of modern technology and historical homage, promising visitors a journey through the Lotus legacy, from the track to the road.

Collaborate Global to Lead Lotus’s Immersive Experience
With both companies aligned in their passion for performance and innovation, this partnership is set to deliver one of the standout experiences at Goodwood next year. Lotus Appoints Collaborate Global as Experiential Partner for Goodwood Festival of Speed 2025. The British performance car brand Lotus has chosen experiential agency Collaborate Global to spearhead its activation at the 2025 Goodwood Festival of Speed, taking place in West Sussex next July.
The partnership will see Collaborate Global take the lead in designing and delivering an immersive brand experience that brings the essence of Lotus to life. The activation will aim to highlight Lotus’s renowned engineering excellence, cutting-edge performance, and deep-rooted motorsport legacy.
The Goodwood Festival of Speed is one of the most prominent events on the global automotive calendar. Attracting car enthusiasts, industry professionals, and media from around the world. For Lotus, it represents a crucial platform to connect with fans and showcase its ongoing evolution as a performance brand that continues to honour its racing pedigree.
Lotus Partners with Collaborate Global Join for Goodwood Festival of Speed
Goodwood Festival of Speed is a key event for Lotus, and we’re excited to be there with Collaborate. He will help bring our brand to life and capture the energy and spirit of Lotus, said Melanie King, Head of Global PR at Lotus. Her comments reflect the brand’s strategic intent to engage audiences in a more interactive and emotionally resonant way.

Collaborate Global, known for its creative and immersive experiences, has secured several notable clients in recent months. Including JD Sports, Norton Motorcycles, travel company Kuoni, and luxury carmaker Hispano Suiza. The agency’s approach focuses on storytelling and engagement, making it a natural fit for Lotus’s ambitions at Goodwood.
The activation promises to offer festival-goers a compelling and multi-sensory journey into the world of Lotus. From its celebrated past on the racetrack to its forward-looking innovations in design and performance. Both companies share a passion for excellence and dynamic storytelling. The Goodwood Festival of Speed 2025 experience is expected to be a standout moment for attendees and a strong statement of Lotus’s enduring presence in the performance car world.
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