Mercedes has announced a restructuring of the management structure of its Formula 1 team. Bradley Lord steps up to become Toto Wolff’s deputy
Bradley Lord may be recognizable to many as the voice who has often slipped into Toto Wolff’s role to take over Sky Sports UK’s pit wall interview on race weekends. However, the Brit typically remains a background figure in the public eye. But who is he?
Lord is no stranger to Formula 1, having started in the premier class 25 years ago when he joined the then Benetton team in 2001 as an intern in the press department. This led to a promotion to Senior Press Officer at the world champion Renault team in 2006, the same team in a different guise. He held this role for two years.
Lord then crossed the stream that separates journalism and communication. He became Features Editor of the former F1 Racing magazine in 2008 before moving back across the water, first to Renault as Head of Communications in 2010 and then to Daimler AG, Mercedes’ parent company, as Communications Manager in 2011.
In this role, he oversaw operations across all of Mercedes’ motorsport activities from Stuttgart before focusing on the Silver Arrows’ Formula 1 offering from 2013, as Communications Manager.
His role became Head of F1 Communications a year later and then Mercedes-Benz Motorsport Communications Director in 2017. This encompassed the team’s golden period in the sport, with seven drivers’ titles and eight constructors’ crowns.
2021 brought another title change, this time to Strategic Communications Director and then Chief Communications Officer. This role was then combined with a Team Representative role in 2024, which has largely been a stepping stone to his new position.
As Mercedes has explained, Lord has been instrumental in shaping the team’s culture, communication and wider strategic cohesion. He will now be Wolff’s right-hand man, if he isn’t already. This fills a gap left by the departure of former Driver Development Director Jerome D’Ambrosio in 2024.