Mercedes appoints Bradley Lord as the new deputy team principal under Toto Wolff.
Mercedes has appointed long-serving head of communications Bradley Lord as the deputy team principal of its Formula 1 team.
Lord began his career at Daimler in 2011 in a communications role focused on motorsport, transitioning to the Mercedes Formula 1 team in 2013 when Toto Wolff took over as team principal.
He was promoted to head of communications the following year, a role he maintained throughout the team’s success during the V6 turbo era.
In 2023, Lord also became Mercedes’ team representative, which has led to his frequent appearances on Sky Sports F1’s broadcasts from the Mercedes pit wall during live events.
On Friday, Mercedes confirmed that Lord’s new position as deputy team principal is effective immediately, making him Wolff’s direct second-in-command moving forward.
Wolff emphasized that his own responsibilities “will not change one millimetre” despite Lord’s new role.
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According to Mercedes’ press release, the new position aims to “ensure responsibilities are distributed efficiently across the senior leadership group” in the future.
“With the expansion of our team and F1, the scope of our operations and related responsibilities at a senior level has increased significantly,” Wolff stated. “We have therefore taken this opportunity to implement a change that has effectively been in practice for some time.
“While my role and overall responsibilities will not change one millimetre, Bradley’s position as Deputy Team Principal will further strengthen our leadership group and provide ongoing support for me as Team Principal and CEO.
“Bradley is a committed and long-standing member of our organization who has been instrumental in the team achieving the most successful period in modern history. Aligning our structure in this manner ensures our leadership group can concentrate fully on the areas where they can deliver the most value and is optimized to meet the demands of a rapidly evolving sport.”
Lord was prominently featured in ‘The Seat,’ a documentary that followed Mercedes’ decision to elevate Kimi Antonelli — who secured his first F1 victory in China last week — to the 2025 race seat as a successor to Lewis Hamilton.
Prior to his tenure at Mercedes, he worked in communications roles for Benetton and Renault, and he also had a brief period in editorial positions with Autosport and F1 Racing.
Source: espn.com
