The launch of Formula 1 channel Sky Sports F1 HD has been met with a mixed reception here at SLAM. The beginning of a new era, sure, but also the first time ever that Formula 1 races have not been available live on free-to-air television in the UK. For those of us that don’t have Sky it looks like the days of enjoying every single race in the comfort of your own home are sadly over.

Personal gripes aside, it’s interesting to consider the impact that the new channel will have. Fans are promised great magazine shows, features, interviews and archive footage. As the only channel where you can see every race, qualifying and practice, will it have an effect at all on the marketing opportunities that are at the heart of the sport, we wonder?

Viewing figures will always be key. The BBC say that currently these are at a ten year high and the sport has never been more popular. With the advent of the new channel, teams have expressed the concern that overall viewing figures will drop under Sky which would impact on their sponsorship revenues.

Sponsorship is the lifeblood for Formula 1 so it’s understandable that teams are nervous. The majority of teams’ total income comes from sponsorship (with the remainder made up from TV revenue and prize money). Sponsorship branding in Formula 1 – it’s everywhere you look, splashed boldly across car bodies, adorning racetracks, stamped on drivers’ baseball caps.

Formula 1 offers brands a global media platform as races are beamed around the world. The extent of this exposure is protected by a clause in the Concorde Agreement dictating the terms of the sport which stipulates that Formula 1 must be broadcast on free-to-air TV in major territories, as long as it can be proven that not doing so would adversely affect viewing figures.

In the case of the UK, there is no way for the teams to categorically prove that the move to Sky will cause a decline in audience figures, especially as half the races will still be screened on the BBC.

The Formula 1 drivers as individuals are a marketable bunch, with a media presence that supersedes the live streaming of the sport. Last year’s SportsPro annual ranking of the world’s 50 most marketable athletes saw Lewis Hamilton take a comfortable fifth place with current reigning champion Sebastian Vettel in seventh. With endless opportunities for the drivers to become the ‘face of’ brands they play a crucial part in raising awareness of themselves and their teams, in turn making them more attractive to sponsors.

We think there’s no question that Formula 1 will always be hugely lucrative in terms of marketing. We also doubt that the small issue of a channel switchover in the UK will noticeably affect the mass fan, media and sponsorship interest it generates around the world. We wait for the new season with baited breath.

When the SLAM team sat down to chat through New Year’s resolutions the usual suspects cropped up; quitting smoking, going on a diet, finding a partner and being nicer to our families to name a few. Yawn. 2012 needed something different, a fresher, bigger approach. Something to go down in the SLAM history books…

As 2012 is the year of the Olympics and the Queen’s Jubilee we have decided to do something sporty and something that would make us feel proud. Being the sort of people to jump in feet first, most of us have opted for the gym, however three ambitious SLAMMERS have signed up for the Virgin London Marathon! 

James, Jamie and Stuart have all ditched the party scene and have now begun the rigorous training. What lies ahead are blisters, aching muscles and feet without toenails! On the plus side they are looking pretty fit and healthy. 

You can follow our fitness progress by following us on Twitter @SLAMPR and on Facebook.

On Thursday Russian Standard Vodka invited special guests down to the Canary Wharf ice rink for a spot of Russian magic.

Professional ice skaters from the Russian troupe that toured Cirque De Glace kicked off the night’s proceedings by teaching those who dared tips and tricks for stylish skating, before undertaking their own breath-taking display on the ice as fire twirlers added to the magic of the moment. Enough people dared to don their skates and nip across the ice including model-of-the-moment Cara Delevigne. SLAMMERS made sure that the face of Burberry was wrapped up in Russian Standard Vodka blankets and extra toasty in a Russian Standard Vodka shapka.

The real vodka experience was celebrated with the traditional Russian toast of ‘Davai’. Beautiful models were on hand to serve delicious cocktails to the waiting guests. The favourite cocktail by far of the night had to be the Russian Mystique which was served from a smoking RSV ice bucket. Flair bartenders had a few tricks of their own up their sleeves as KISS FM’s DJ Neev took to the decks to add to the party atmosphere.

The SLAM team enjoyed the dance tunes, the fantastic circus entertainment and even dared to drink a cocktail or two…

Company Magazine prides itself on its obsession with the great British high street, and the High Street Awards last night truly sang the praises of all that is beautiful in our favourite shops.

Russian Standard Vodka was invited along to Shoreditch House to create a fabulous bar and ensure all guests were suitably watered with the ever popular Moscow Mule.  

Fashion babes, models and PRs mingled in the crowded bar area and listened eagerly to Gemma Cairney who was invited as guest speaker to announce all the winners. Whilst the usual favourites – Topshop, ASOS, River Island and Schuh all won prizes, it was great to see other brands such as Calvin Klein and New Look getting recognition for outstanding jeans and shoewear respectively.

Pixie Lott sashayed to the front to collect her award for best collaboration on the high street, and the crowd gushed at her perfect pins and shining smile. Jameela Jamil and winners of Britain’s Next Top Model added further to the good looking and fashionable crowd. Whilst the SLAM team chased the delicious canapés around the room, other guests were mesmerised by a street magician who had more than a few classic tricks hidden up his sleeve.

This was our final evening with Santana, our wonderful SLAM China exchange, and he thoroughly enjoyed his time exploring the ins and outs of Shoredtich House.