And the legacy that my father, Sir Jack, created with his three Formula 1 titles, the third in a car bearing his own name, is too important to ignore. Long after Dad stopped racing, the Brabham name continued at the forefront of racing. To date, Brabham has racked up 35 Grand Prix wins, courtesy of Dan Gurney, my father, Denny Hulme, Jacky Ickx, Carlos Reutemann, Niki Lauda, Nelson Piquet and Riccardo Patrese between 1964 and 1985, as well as four drivers’ championships and two constructors’ titles. Understandably, I’m very proud of that.
Brabham is such a strong name that I thought we could do something with it. Little did I know that the trademarks ‘Brabham’ and ‘Brabham Racing’ were being used by somebody in Germany. And that led to a seven-year legal battle to recapture our family name.
Once that little nightmare was over, I concentrated, with help from a brand expert, on who/what we were and where we could go with Project Brabham. We created a template, our own little brand bible if you like, with which we could say, ‘right, what do we do now?’ I’ve always felt that Brabham should be back in racing – we were quite good at it!
We decided to create Brabham Digital as a means of helping to generate interest in the name and, crucially raise funds for a return-to-racing project. In addition, we wanted to create a unique online experience for supporters, something that people can really feel part of.