My first Formula 1 project was in the early 1990s. We needed to convince the Finnish industry that Formula 1 was worth investing in. Keke was managing both JJ Lehto and Mika Häkkinen at that time. Häkkinen needed to bring a budget to Team Lotus. My job was to provide the project with facts and stats, a research job. Keke managed to find the necessary budget and Mika secured the Team Lotus drive. Rest is history. I continued my research and eventually developed Spomotion, a concept focusing on the partnership network in sports and particularly Formula 1. I returned to the world of Formula 1 in early 2000 when we formed Sports Telecom, a company I started with Stefan Johansson, former McLaren and Ferrari F1 driver. The idea was to develop the first mobile service based on telemetry data, even data from the driver, heart rate, from a running Formula 1 car. Ambitious indeed. The idea was presented to Bernie Ecclestone. He loved it. But there was a but. The mobile network at that time did not have enough capacity to handle the service. We had to change strategy. The new strategy was to launch branded mobile services. We teamed up with mobile game developers and mobile service developers and launched games, phone cases, ringtones, graphics etc... based on different brands. We had agreements with Formula 1, Indycar, MotoGP and rally brands, even with the Boeing company (fighter planes).Spomotion Analytics is the latest venture, a venture that feels the most exciting so far. We dig deep into the networks of sports, and find fascinating things. Priority sports are Formula 1, NASCAR and Indycar but also FIA Formula E, Premier League and NHL. We share a lot of data, but not everything. We will hopefully be able to talk more about some of the projects we are working on soon. The financial world and the sports world meet in a unique way. Financial World meet the Sports World soon.Björn StenbackaPhone: + 358 50 547 54 20bjorn.stenbacka@spomotionanalytics.com