This website uses cookies to store information on your computer. Some of these cookies are used for visitor analysis, others are essential to making our site function properly and improve the user experience. By using this site, you consent to the placement of these cookies. Click Accept to consent and dismiss this message or Deny to leave this website. Read our Privacy Statement for more.
News & Press: July 2019

COMING SOON - F1 racer and sponsorship legend Brian Sims biography

24 July 2019  
Share |

You Don't Have to Be a Champion... to Be a Winner! - Brian Sims

Paperback ISBN 9781528934053        RRP: £13.99     RRP: $16.95

Ebook ISBN 9781528967716               RRP: £3.50       RRP: $4.95



About the Book

YOU DON'T HAVE TO BE A CHAMPION TO BE A WINNER is the story of F1 sponsorship legend Brian Sims, who left school in 1963 with just 5 GCE O-Levels and a shattered dream of following in his father's footsteps as  a Royal Air Force Pilot.

From fitting wheels to barrows in a builders' merchant, Brian rapidly climbed the business ladder and became a Xerox salesman. He was unaware that the professional selling skills he was learning would one day propel him into the glamorous and overtly commercial world of F1.

A disatrous debut as a racing driver school was the spark that lit his passion for motor racing. Aware of the need for some serious financial backing to be able to take part, Brian embarked on the variety of highly innovative and often extremely entertaining ways of securing sponsorship, including working with the cast of a top 1970's BBC sit-com as well as with John Cleese, of Monty Python fame.

A chance meeting on a plane with Max Mosely offered him the chance of managing one of the most famous F1 Grand Prix circuits. This, in turn, led to the heady heights of a works drive for Mercedes and the establishment of South Africa's first racing driver school.  

It was only a matter of time before Brian's exceptional sponsorship acquisition skills took him to F1, where he quickly made a name for himself by securing multi-million-pound deals with three of the most sought-after global corporations.

However, Brian's greatest achievement in motorsport was to establish the Motorsport Industry Association in 1994, in a bid to secure Government recognition of the industry. Once again, Brian's sales skills played a key role.

Without ever becoming a household name as a motor racing champion, Brian's story of how we most definitely became a Winner is not only inspirational but highly entertaining, amusing, often irreverent and informative. 


"Many friends, family and business colleagues commented on what a colourful, exciting life I have led. It made me decide to write a book about it to encourage other people to go out and achieve their objectives, albeit their skill set may be quite low, as mine undoubtedly was" - Brian Sims

About the Author

Born in Chiswick in 1946, the son of a wartime RAF pilot, Brian was educated at Hounslow College.

A few years later, as a Xerox salesman, his exceptional selling skills helped him acquire the sponsorship necessary to embark on what was to become a professional motorsport driving career. These same skills eventually took him to Formula 1, as the Marketing Director of the Lola Ferrari and the Benetton Grand Prix teams. In a fascinating career, Brian also becomes the Founder of the prestigious Motorsport Industry Association, Manger of the Kyalami F1 Circuit in South Africa, a Sky TV motorsport presenter, A Guest Lecturer for the World Academy of Sport and the author of two highly acclaimed sponsorship books.

Awarded an Honorary Doctorate in 2018 by Birmingham City University, in recognition of his outstanding contribution to the motorsport industry. Brian has also spent the last few years in the Academic world as an F1 and motorsport industry consultant to both Oxford Brookes and Wolverhampton universities. He is also a regular columnist for the prestigious Paddock Magazine and now lives in Shrewsbury with his South African born wife, Liz.

You Don't Have to Be a Champion... to Be a Winner! by Brian Sims is published by Austin Macauley Publishers and is available on, Amazon and all good booksellers. 

For more information, please visit

Press contact: Janine Hornsby -

Phone: 0207 038 8212


1. With offices in London, New York and Sharjah, Austin Macauley is an independent publisher of fiction, non-fiction and eBooks:

2. Author images and review copies are available on request - please contact Janine Hornsby to discuss.

3. Authors is available for interview or promotion events – please contact Janine Hornsby to discuss.

4. Orders can be placed via Bertrams, Gardners and Ingram, or directly via Austin Macauley at a 40% discount - please contact Janine Hornsby to discuss.

5. Bulk order discounts are available, please contact Janine Hornsby to discuss.