TCTS Group has been working with Subculture Media across a range of content projects, from promotional films to short-form social media clips. As part of their ongoing content strategy, they recently commissioned a branded vlog to showcase their new sponsorship of professional motorbike racer Lee Johnston.
Lee Johnston, a well-known name in road racing, has made the move into superbikes. At the start of the current season, TCTS Group became one of his main sponsors. This partnership offers the company access to race weekends and behind-the-scenes events, which they are using as a unique way to network with clients and other business owners.
The goal of the vlog was to highlight the sponsorship, show what a day at the superbikes looks like, and explore the hospitality potential that comes with TCTS Group’s presence on the racing circuit. The content needed to feel natural and authentic, giving viewers a real taste of the trackside experience.
We travelled with the TCTS team to one of the superbike race weekends in Scotland, where we filmed on location at the track. The style was intentionally relaxed and informal, following Stephen, the company’s founder, as he explored the event and chatted with the Lee Johnston Racing team.
The format followed a classic vlog style using one camera and a run-and-gun approach. We captured everything from pre-race preparation and paddock conversations to live racing footage and sponsor hospitality areas. Stephen interviewed a range of people from the team, including mechanics, hospitality staff, and Lee Johnston himself, finding out what it really takes to get a superbike ready for race day.
With Stephen’s background in mechanics, the interviews naturally touched on technical detail, which made the vlog even more engaging. He asked sharp, specific questions about race prep, tyres, clutch setups, and the finer points of engine tuning. These insights helped bring viewers closer to the action.
One standout moment came from an unexpected section on sidecar racing. Stephen met with a professional sidecar racing team, who gave him a detailed walk-through of their setup and what it takes to compete in one of the most physically demanding motorsport formats. It added variety and depth to the film, giving the audience something fresh and memorable.
The finished vlog is a fast-paced, behind-the-scenes look at the world of superbike racing with TCTS Group and Lee Johnston Racing. It captures the excitement of race day, the personality of the people involved, and the value this partnership brings for client hospitality and brand visibility.
Feedback has been incredibly positive. Viewers praised the relaxed format, the technical insights, and Stephen’s easy way of asking questions that get to the heart of the sport. The vlog has proven to be an engaging tool for TCTS Group to promote their sponsorship, create content with personality, and spark conversations with clients and partners.
This project is a great example of how storytelling, even in a vlog format, can showcase brand partnerships in a way that feels entertaining, useful, and real.
