MPA Appointed Lead Agency for Car Culture UK and Motorsport Expo at Excel London
15 April, 2026
CarShowCo Appoints MPA as Exclusive Creative and Commercial Agency for Motorsport Expo and Car Culture UK
CarShowCo has appointed MPA as its exclusive Creative and Commercial agency ahead of the inaugural Motorsport Expo and Car Culture UK events, taking place at Excel London from 26–28 February 2027.
This partnership marks a significant milestone in the return of a major car show to London, with the co-located events set to bring together the full spectrum of automotive and motorsport culture under one roof.
Car Culture UK will serve as a high-energy celebration of the UK’s thriving car scene, positioning itself as the country’s largest modified and aftermarket event. The show will feature standout builds, leading brands, and the latest in detailing, tuning, audio, wheels, wraps, and styling – all supported by live demonstrations, interactive zones, and community-led experiences.
Running alongside it, Motorsport Expo will make its debut as a forward-looking showcase for the motorsport industry, bringing together governing bodies, industry leaders, teams, competitors, and fans. Positioned as a key season-launch moment, the event will highlight the latest technologies, products, and services shaping the future of racing, complemented by esports, live action features, and immersive experiences.
Simon Bennie, Director at CarShowCo, said:
“We’re delighted to be partnering with MPA as we bring Motorsport Expo and Car Culture UK to life. There hasn’t been a platform of this scale and focus for the automotive and motorsport sectors in London for some time, and the early response already shows the appetite is there.
These events are designed to bring the industry together in a more connected and forward-looking way — from grassroots and performance through to professional motorsport — creating a world-class platform that reflects where the market is heading.”
Deborah Tee, Creative Chief Executive Officer at MPA, added:
“This partnership represents an exciting opportunity for MPA to support the build-up of two standout events that bring the automotive and motorsport communities back together at scale.
Our focus is on building strong engagement across both shows, working closely with CarShowCo and stakeholders to create meaningful connections between brands and audiences.”
Recently awarded Boutique Agency of the Year at The Race Media Awards, MPA’s specialist team will support CarShowCo in delivering its vision as Motorsport Expo and Car Culture UK make their debut at Excel London in 2027.