Following a competitive three-way pitch, independent brand activation agency Collaborate Global has been named exclusive partner to deliver global hyper-car manufacturer Apollo Automobil’s brand experience at Goodwood Festival of Speed 2026.
The brief is to deliver a premium brand experience, including client hospitality, media-ready presentations, a VIP lounge and merchandise retail. It’s a turnkey operation for Collaborate, encompassing design, installation, event operations, and project direction for the brand across The Festival of Speed.
Commented Niko Konta, CEO, Apollo Automobil, “We were looking for a partner with strong experience in delivering impactful high-end automotive and luxury brand events, combined with a clear understanding of Goodwood. Above all, we wanted a team we could trust to deliver a premium activation in line with the Apollo brand. We’re delighted to be working with Collaborate.”
The first production example of the new Apollo EVO will take centre stage and roar up the iconic Goodwood Hillclimb, giving festival guests a rare opportunity to experience one of the world’s most extreme track cars at close quarters. The first EVO delivered to a private client, this bespoke customer car will be officially handed over to its new owner on the Apollo stand, marking a significant milestone in the story of the 208mph hypercar.
Alongside, the legendary 2006 Gumpert Apollo S and 2019 Apollo IE will be on display, grounding the experience in the brand’s legacy of driving performance and setting global standards for high-performance hypercars.
Concluded Chris Ambidge, Chief Client and Commercial Officer, Collaborate Global, “We’re delighted and incredibly proud to partner with Apollo at Goodwood. This is a brand built on extreme performance and our role is to translate that into a world-class experience.”
He added, “It’s where creativity meets commercial impact, designed to drive growth and position Apollo exactly where it belongs on a global stage.”
Polaris Market Research reports that the hypercar market, a specialist segment serving ultra-high-net-worth collectors, is entering a period of rapid transformation driven by technological innovation, shifting buyer expectations and expanding regional demand. The sector is forecast to grow from $55.36bn in 2024 to $157.81bn by 2034, representing an 11.1% compound annual growth rate over the decade.
The Apollo activation will showcase at Goodwood Festival of Speed, Supercar Paddock, 9-12 July 2026.
