PaddockAccess is led by George Woods Baker, a trusted advisor to investment firms, elite brands, and senior decision-makers seeking to understand and capitalize on the often byzantine commercial engines within Formula 1 and MotoGP. Wading in requires more than curiosity and credentials. It’s not called the Piranha Club for nothing.
Mr. Baker's journey with F1 began 15 years ago when he found himself leaning into his background in film finance and development to champion a strategy for the U.S. distribution of the award winning theatrical documentary Senna. That experience opened many doors within the world of Formula 1 as he transitioned from being a lifelong fan to someone actively working in the background to grow and shape the sport's minuscule presence in the U.S. By 2013, with a paddock pass and the full support of the FIA, Mr. Baker was regularly attending races around the world focused on building strategies to expand Formula 1’s knowledgeable fan base.
From advising on the full development of Circuit of the Americas in Austin, to developing the concepts that became Drive to Survive and the F1 Exhibition, his work laid early foundations for F1’s American ascent and beyond while advising Liberty Media, FOM, top teams, major sponsors, rights holders, and fund managers.
Clients rely on his mastery of F1 and MotoGP's complex financial, technical, and regulatory environments, including invaluable insight into the sport's commercial and operational structure along with an in-depth understanding of F1's Concorde Agreement as it has continued to evolve through each successive update.
Mr. Baker's contextual knowledge spans other motorsport series including NASCAR, IndyCar, and endurance racing (IMSA/WEC), enabling him to provide comprehensive, comparative insights tailored to clients' needs.
Please direct all inquiries cos@paddockaccess.com.
