John Armstrong, the UK's CEO of Momentum, one of the world's biggest sponsorship agencies, will deliver the keynote address on the second day of the Formula One Sponsorship Forum.

In addition to its work in Formula One, Momentum has activated sponsorship programmes for Coca-Cola in Nascar, Buick in Golf and American Express in tennis.

Armstrong will talk about how Formula One teams can make themselves more appealing to global brands.

Joining Armstrong at the conference will be delegates from all sectors of Formula One. Team principals such as Flavio Briatore and Nick Fry, sponsorship agents such as Werner Heinz , driver managers such as Enrico Zanarini and drivers such as David Coulthard are attending the two-day conference and exhibition in Monaco on November 16-17.

Read more about the Formula One Sponsorship Forum at http://www.sportbusiness.com/news/index?region=global&news_item_id=158659.