Apollo Automobil appoints Collaborate for activation

Collaborate Global has been appointed following a competitive pitch to deliver the brand experience for Apollo Automobil at the Goodwood Festival of Speed 2026.

The agency will oversee a full activation at the Supercar Paddock, including hospitality, VIP areas, media presentations and retail, covering design, build and on-site operations.

Apollo EVO to headline Goodwood activation

The centrepiece of the activation will be the Apollo EVO, which will take on the iconic Goodwood Hillclimb. The model will be presented to guests as part of a customer handover, marking a milestone for the 208mph hypercar.

The stand will also feature earlier models including the Gumpert Apollo S and the Apollo IE, highlighting the brand’s performance-focused heritage and evolution in the high-performance automotive segment.

Focus on premium brand experience

Niko Konta, Chief Executive Officer, 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.”

Collaborate will be responsible for translating Apollo’s performance positioning into a live experience aimed at collectors, media and invited guests.

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.It’s where creativity meets commercial impact, designed to drive growth and position Apollo exactly where it belongs on a global stage.”

Market context for hypercar segment

The activation comes as the hypercar category continues to expand, driven by demand from ultra-high-net-worth collectors and advances in automotive technology. Research from Polaris Market Research projects the sector will grow from $55.36 billion in 2024 to $157.81 billion by 2034.

The Goodwood Festival of Speed runs from 9 to 12 July 2026 in the UK and remains a key global platform for luxury and performance automotive brands.

www.apollofmg.com

www.collaborateglobal.com

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