right Formula Grows Americas Expansion

04 May 2023 | Tom Barwick

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UK-based sports marketing agency Right Formula has launched Right Formula Caribbean, a brand and experiential focused team based in Barbados.

The strategic partnership with Barbados-based brand consultancy Dakota Ross will see major shareholders Kodi Lewis and Alex Weetch heading up Right Formula Caribbean.

Utilising ‘combined expertise in strategy, sports activation and sustainability,’ the agency describes the move as an ‘opportunity to bring the biggest names in sports and business to signature Right Formula promoted events in the region.’

The new strategic partnership further expands Right Formula’s geographical reach following the recent launch of the agency’s first office in New York, USA.

Robin Fenwick, Right Formula CEO and Founder, said, “Right Formula is always looking to expand geographically, whilst also providing a diverse range of services, but we must be meticulous about those who partner with. In Dakota Ross, led by Kodi Lewis and Alex Weetch, we found all the right ingredients to not only expand our work to a new region, but also provide something different to our team members. In a world of work which is undergoing dramatic changes, it’s never been so important to keep high levels of engagement amongst our team.

“Our hope is that this partnership will be another reason why top talent choose to join and continue to stay with Right Formula. I’m very much looking forward to combining our passion for sports, as well as personal and professional development to provide new meaningful experiences to a wide range of individuals and businesses.”

Alex Weetch, Director of Strategy, Right Formula Caribbean, added,”Barbados is an amazing place and creating Right Formula Caribbean gives us the opportunity to work with the team at Right Formula to bring our same core human-centric approach to more brands, sports, and people. We look forward to combining our passion and purpose, helping brands better connect on a human level with their target audiences. Right Formula Caribbean is a great opportunity to make Barbados the Caribbean hub for sports hospitality and events.”