Stuart Morrison – Formula 1 Communications Leader

Stuart Morrison is one of the most prominent communications figures in modern Formula 1. As Director of Communications for Haas F1 Team, he has played a central role in shaping the team’s identity, reputation and global visibility since its entry into the championship in 2016.

Joining the organisation in 2015, ahead of its debut season, Stuart built the team’s communications function from the ground up. He developed its media strategy, defined its tone of voice and positioned Haas F1 Team as one of the paddock’s most authentic and fan-focused outfits. His work has spanned traditional PR, digital platforms, executive communications and high-stakes crisis response – all within one of the world’s most scrutinised sporting environments.

Today, he remains a trusted member of senior management, advising leadership while overseeing communications across every platform and territory the sport touches.

Building Haas F1 Team’s Global Identity

Launching a new Formula 1 team is a rare challenge. Stuart was tasked with introducing Haas F1 Team to a global audience, establishing credibility in a fiercely competitive environment and building meaningful relationships with media, partners and fans.

He has led:

• Global media relations and press strategy

• Driver PR and profile building

• Executive communications and briefings

• Stakeholder and sponsor communications

• Social media direction and digital storytelling

• Crisis communications and reputation management

Under his leadership, Haas F1 Team developed a clear and consistent identity. The team became recognised for its openness, straight-talking tone and willingness to give fans insight into the realities of Formula 1. That authenticity helped it stand out in a sport steeped in heritage and dominated by long-established names.

Drive to Survive and the Netflix Effect

Few moments have reshaped Formula 1’s global popularity like Netflix’s Drive to Survive. Stuart Morrison played a key role in guiding Haas F1 Team’s involvement in the series, particularly in shaping the breakout presence of Team Principal Guenther Steiner.

Through careful media strategy and trust in the storytelling process, Stuart helped turn behind-the-scenes access into a compelling narrative that resonated with audiences far beyond traditional motorsport fans. The result was a significant boost in international fan engagement and brand recognition for the team.

His work around Drive to Survive demonstrates how strategic communications can transform exposure into impact. It highlights the power of personality, access and narrative in building modern sports brands.

Media Strategy in a High-Pressure Arena

Formula 1 operates at relentless speed – on and off the track. Every race weekend brings global scrutiny, commercial complexity and reputational risk. Stuart’s expertise lies in navigating that environment with clarity and control.

He specialises in:

• Crisis communications in high-visibility situations

• Sponsor integration within team narratives

• Executive visibility and leadership positioning

• Aligning sporting performance with commercial storytelling

• Managing global media across diverse markets

His experience shows how communications is not an add-on to performance – it is integral to it. In Formula 1, where technical detail meets global entertainment, the right message at the right moment can shape perception across continents.

Book Stuart Morrison for Your Event

Stuart Morrison is a compelling speaker for conferences, corporate events and leadership forums seeking insight into elite sport, global media and brand building under pressure.

When you book Stuart Morrison for your event, audiences gain a rare perspective from inside the Formula 1 paddock. He shares lessons on leadership communication, managing reputation in volatile environments, and turning access into influence through strategic storytelling.

His keynote themes include:

• The evolution of Formula 1 into a global entertainment powerhouse

• Building a brand from scratch on the world stage

• The communications strategy behind Drive to Survive

• Crisis management and stakeholder trust in high-performance teams

• Engaging modern audiences through authenticity and digital platforms

With real-world examples from one of the most watched sports on the planet, Stuart delivers sharp insight, practical takeaways and behind-the-scenes stories that resonate far beyond motorsport.