The motorsport marketing & media career course, taught from inside the paddock
Learn the marketing side of motorsport: how a driver gets seen, backed and paid, positioning, socials, PR and sponsorship, taught by a working motorsport agency. Then the part no other course can offer: finish the modules and Megan personally introduces you to a real driver, and you run their race-week campaign as your first placement. The right person will be offered a role with Coleman & Co Motorsport.
First intake starts Wednesday 5 August · 20 places · $497 first-intake pricing (payment plan available)
Every driver needs one. Almost none can find one.
Walk down any club or state-level grid and you’ll find fast, talented drivers who are invisible: no story, quiet socials, sponsor slides that never get answered. Their families are doing the marketing at 11pm after work. Their results are brilliant, and nobody knows.
Meanwhile, everyone who wants to work in motorsport is being told to buy a camera. Photographers are everywhere. The person who can turn a driver into a commercial opportunity, position them, run their socials, get them coverage, bring in sponsors, is the rarest and most in-demand person in the paddock.
Nobody teaches that job. That’s what this course is.
One course. One skill set drivers actually pay for.
The marketing engine. Driver positioning, PR writing, social strategy, media coverage and sponsorship- the full system that turns talent into backing. (Not a photography or videography course.)
Taught from the inside. Coleman & Co delivers exactly this for paying drivers and teams every race week. You learn the real method, on real examples — including day-in-the-life footage from real trackside weekends.
It ends with a driver, not a certificate. Complete the modules and Megan personally introduces you to a real driver. You run their race-week campaign, supported, reviewed, and yours for your portfolio.
The Pass gets you in. The Crew keeps you there.
Here is how the pathway actually works. Complete the eight modules, and Megan facilitates your first driver introduction, a real driver, matched to your location and category, for a supported work-experience race weekend. Do that placement well and you join The Crew, Coleman & Co’s pool of trained marketing people: when drivers and teams come to us needing support (they already do), we introduce from the pool, work experience first, paid race-weekend work for those who prove themselves. And for the right person, it goes further: Coleman & Co Motorsport hires from this pool.
No course can honestly promise you a job. We don’t. What we do promise, because we control it, is the introduction: a real driver, a real race weekend, your work personally reviewed by the agency that drivers and teams already call. The rest is you.
Eight weekly modules. One real campaign.
1
Start Line.
How motorsport actually works, the ecosystem, where the money flows, and what a driver’s marketing person really does.
The Driver Brand.
Positioning and story: bios, key messages and the sponsor-ready one-pager, the foundation of monetising a driver.
2
Words That Work.
Media releases, race wraps and announcements outlets actually run.
3
The Digital Paddock.
Pitching media, building contacts and the race-week PR rhythm.
4
The PR Engine.
Running a driver’s socials like a marketing channel, pillars, race-week content plans, captions, sponsor posts.
5
Sponsor Value.
The money module, finding, pitching, activating and keeping sponsors.
6
Getting Paid.
Packaging your services, setting rates, winning clients, and prepping for your placement.
7
Accreditation, paddock protocol, professional conduct, and your proof of work.
8
Getting In.
Your First Driver. The finale: Megan personally introduces you to a real driver, and you run their race-week campaign as a supported placement, matched in the weeks after week 8. Your calling card, and your audition for The Crew.
Modules release weekly from Wednesday 5 August. You’re joining the first intake; you’ll help shape this course, and you’ll have direct access to Megan while you do.
Taught by someone who does this for a living.
Megan Coleman runs Coleman & Co, a boutique PR and talent agency with a motorsport division that handles marketing, media, sponsorship and communications for drivers and teams. The strategies in this course aren’t theory, they’re what she delivers for paying clients every race week: the releases that get coverage, the content sponsors renew for, the positioning that turns fast drivers into commercial opportunities.
Paddock Pass exists because every season she watches two problems circle each other: drivers who desperately need marketing support, and capable people outside the fence who’d be brilliant at it, if someone taught them the job.
This is for you if…
– You love motorsport and want to work in it, and you’re more interested in the story, the strategy and the deal than the camera.
– You already run socials, write, or work in marketing/comms and want to bring it trackside.
– You’re a racing parent, partner or team volunteer already half-doing this job, unpaid and untrained.
This is for you if…
It’s not for you if…
– You want to learn photography or videography, this course directs content, it doesn’t teach you to shoot it.
– You want a shortcut to F1. This starts at club and state level, because that’s where every real career starts.
First intake:
August 2026
– All 8 modules, released weekly (6–8 hours of lessons, kept for life).
– Workbooks and the working template library: media release, race wrap, pitch email, sponsor outreach, sponsor update, driver one-pager, race-weekend content calendar, rate sheet.
– First-intake only: live fortnightly group Q&A with Megan across the intake.
– Your First Driver: complete the modules and Megan personally introduces you to a real driver for your first race-week placement.
– Personal review of your placement campaign, with a straight answer on where you stand.
– Strong placements join The Crew, ongoing introductions to drivers and teams, and the pool Coleman & Co Motorsport hires from.
Your Questions, Answered
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No, the course starts with how the industry works, not the deep end. If you can write a caption and hold a conversation, you have the raw materials.
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No — and that’s the point. Cameras are covered by the thousands of photography courses out there. This is the marketing engine that gets them seen, backed and paid. You’ll learn to plan and direct content and shoot with your phone if need be.
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No course can promise that, and you should run from any that does. What Paddock Pass promises is the thing we control: complete the modules and you get a facilitated introduction to a real driver, a real placement, and a personal review of your work. Strong placements lead to more introductions through The Crew, which is also where Coleman & Co Motorsport looks first when we hire. The rest is you.
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Plan on 2–3 hours a week, plus your placement race weekend after the modules finish.
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Yes, for every student who completes all eight modules and assignments.
That’s the deal: you do the work, Megan makes the introduction.
Placements are matched to your location and the racing calendar, so exact timing varies. What we don’t promise is a job at the end of it, that depends on your work.
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Full refund within 14 days of the course starting, just email us. And your rights under Australian Consumer Law always apply.