About

DANIELLE ANDREWS, FOUNDER DRIVEN ACCORDINGLY

MY STORY

I studied Performing Arts (BA), found my strength in mixed media and took it into an MSc in Digital Marketing at Manchester Met. My thesis looked at parasocial relationships in Formula 1, or why fans connect with some drivers more than others.
After a short stint at a sports marketing agency, I became Social Media Manager at Motorsport UK, running national campaigns and live event coverage at every level of the sport. During this time I set up Driven Accordingly as a passion project to bring my research to life: helping athletes use their online presence to benefit their whole career.
At the end of 2025, I took the leap and left full-time employment. Since then I’ve supported the Mercedes-AMG F1 Team on their 2026 season for Two Circles and created content for Formula E, Formula 2 and 3. I’ve worked with over 30 athletes on their social media presence, helping them make a real difference to their careers. I’ve also taken my work beyond motorsport, with British Sailing and the European Handball Federation

“The goal hasn’t changed: to make sport something every type of fan wants to follow.”

HOW I WORK

The best content captures who someone already is, not copying or manufacturing a persona.

Plans that fit race weekends, training and real life, so they actually get used.

Understand the fans before trying to reach them and creating content around this.