ELEVATOR 07.20.25 | How F1 Teams Makes Money

Plus: The Oldest Song in the World ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

@depuma   VIDEO: How Formula 1 Teams Make Money We don’t buy it. These F1 CEOs will try to convince you their teams are inherently valuable. But let’s be honest. There’s no real value in racing the fastest car. It’s perceived value. Sponsors want their names next to F1 team names for reputation, clout, perception. And that, Dear Riders, basically explains the modern marketplace. Why do these teams charge so much for sponsorships?  Why do dogs lick their gonads? Because they can.   The Fragrance They’re Calling "Sex in a Bottle" [Partner]  If the device you’re reading this on had scratch-n-sniff capabilities, you’d already be bathing in Santal Era. Half-rugged, half-refined, and 100% unforgettable, it’s the scent of the modern man. Notes of sandalwood, warm cardamom, leather, and musk make it woody, iconic, and irresistibly wearable. As a perfume oil, it’s long-lasting without being overbearing. So whether you’re walking into a boardroom or heading out on a date, Santal Era leaves just the right impression. Stop scratching your screen—it’s not going to work. Order a bottle instead.  For our Dear Riders, it’s $20 off (normally $65) with code ELEVATOR.   SHOP NOW   VIDEO: The $35 Guitar Pick Loved by John Mayer and Billy Strings Guitar picks are like bookmarks. You don’t walk into a store with the intent to buy one. You’re there for the guitar. Then you grab whatever freebie’s sitting on the counter. Unless you’re John Mayer. Then, apparently, you drop $35 on a single pick. Worth it?  Actually, yes, it might be. This is what real value looks like.   VIDEO: The Oldest Song in the World One YouTube comment reads, “I started playing this, after googling ‘first song ever’ and my cat came to me, as if he got ‘triggered’ by it?” Now that we think about it… whenever we mess around on the piano, our cat does wander in, like he’s attending the house show.  Music is magic. Always has been.   VIDEO: Walk Up Hills Without Getting Tired Did anyone ask for a walking tutorial? Did we ever think we’d be watching one? Let alone enjoying one? Do we know why this guy’s default face looks like he’s about to drop a punchline but never does? No. But the internet is full of pleasant surprises.  We urge you to embrace them.   THROWBACK VIDEO: Orson Welles on Watching Too Many Films We finally watched Morgan Neville’s documentary on Welles, They’ll Love Me When I’m Dead (Netflix). It’s an absolute treasure chest of footage from the director’s final project, The Other Side of the Wind. Got us clicking around old interviews. Found this gem.  First line: “The more virgin our eyes are, the more we have to say.”   The Mixer Photo highlights from T-Rex World Championship Races. These Japanese playgrounds. Why you're probably pronouncing bologna wrong. The travel guide keeping tourists alive (vid) in Svalbard. The best horror movies for grownups in 2025. The case for embracing the swim brief this summer. Sex appeal, bottled.* *Partner       Quotes From Smart Men “The secret of being a bore is to tell everything.” —Voltaire       GTFO @david_se_photography | Folly Beach, South Carolina     Love Elevator? You’ll probably dig our other newsletters too. Check out Shift, Jimmy, and Blazer.   Advertise in Elevator  |  Instagram  |  Forward to a Friend  |  Contact Us     @2025 Rotary Digital 300 Witherspoon St Suite 201 Princeton NJ 08542     Preferences  |  Unsubscribe