The Michelin-starred chef brings a motorsport-inspired menu to an evening built on precision, performance, and cultural momentum.
Insights:
-
Kerridge will lead the culinary program for the 2026 Autosport Awards, shaping a menu informed by the timing and coordination that define elite kitchens and race teams.
-
The partnership introduces the event’s first bespoke dining experience, reflecting how motorsport platforms continue to expand into lifestyle and cultural expression.
-
The Awards return to the Roundhouse with Greg James hosting, anchoring a night that honors standout drivers, teams, innovators and season-defining moments across global series.
-
ABX London sets the agenda earlier in the day, focusing on regulatory, investment and technology shifts that influence motorsport’s next competitive era.
Tom Kerridge will bring a new culinary perspective to the 2026 Autosport Awards on January 21 at London’s Roundhouse.
The Michelin-starred chef and lifelong motorsport fan will design a menu shaped by the intensity and coordination shared between race teams and high-level kitchens.
It marks the first time the Awards have commissioned a custom-built culinary program, adding a cultural layer to an evening long defined by performance and achievement.
Kerridge will draw on his contemporary British approach and seasonal sourcing, the same discipline that built The Hand & Flowers into the world’s first two-Michelin-star pub.
The 38th edition of the Awards will spotlight excellence across Formula 1, MotoGP, Formula E, IndyCar, NASCAR and the World Rally Championship. Broadcaster Greg James will host the ceremony.
A Chef With Motorsports in His DNA
Kerridge’s connection to racing informs the creative frame of the menu, which takes cues from the sequencing, communication, and high-pressure rhythm shared across the two worlds.
“As someone who’s loved motorsport since I was a kid, I’m absolutely buzzing to be part of the 2026 Autosport Awards and to cook up a menu that really does justice to such an amazing night,” Kerridge said. “Motorsport and great cooking both thrive on dedication, precision and proper teamwork, and I can’t wait for guests to taste that energy and excitement in every dish we put out on the night.”
His creative approach reflects a broader shift in how major sports properties shape their flagship events.
Audiences expect experiences that blend entertainment, hospitality, and cultural identity, and the Awards are moving in that direction with a collaboration that gives the evening a distinct signature.
Culture, Data, and the Expanding Reach of Racing
Motorsport’s recent market trajectory illustrates why the Awards are broadening their experience design.
Market Data Forecast places the global motorsport market at about $5.95 billion in 2024, with steady growth projected across the next decade. Experiential spending continues its rise as well.
PQ Media reports global experiential marketing investment at about $128.3 billion in 2024, up 10.5% from 2023. Studies from YouGov show increasing overlap between racing audiences and lifestyle categories, from culinary interest to live entertainment.
Together, these data points signal where audience expectations are heading. Motorsport occupies a wider cultural footprint, which encourages properties to build moments that reach beyond competition.
Kerridge’s involvement supports that shift and gives the evening a fresh dimension.
The decision strengthens the Awards as a cultural marker for a sport that continues to expand its global relevance.
A Day of Insight Followed by Celebration
Autosport Business Exchange (ABX) opens the day at Town Hall by Bottaccio under the theme The Power Shift.
Key areas of focus include:
-
Regulatory changes that influence competitive strategy and commercial planning
-
The arrival of new manufacturers and investors is shaping long-term growth
-
Technology partnerships that affect both performance and audience engagement
Together, ABX and the Autosport Awards shape a full-day forum for the sport’s most influential voices. The structure connects strategic insight with cultural celebration, creating a unified experience as motorsport moves toward its 2026 season debut.
The combined program reinforces the Awards as both an industry touchpoint and a cultural gathering for the global racing community.
Spotlight View: Will Motorsport Embrace an Experiential Identity?
It feels that way. The sport has spent the past decade expanding its reach, and events that once focused only on competition now carry cultural weight.
Kerridge’s involvement shows how the Awards are reading that shift and building an experience with more texture and personality.
It respects the traditions of the night while opening space for new expectations. Moves like this help motorsport stay in sync with fans who want something richer than a results recap.
If your brand has news worth telling, Spotlight Creative Agency turns it into coverage with clarity, precision, and strategic intent. Start a conversation with our team and put your story in the right light.
