Case Study: Guenther Steiner at the Australian Cyber Conference 2025

Bringing a Global Motorsport Leader to Australia’s Premier Cyber Security Event.

Overview

In October 2025, Fane Productions partnered with the Australian Information Security Association (AISA) and their events team, Cornerstone Events, to bring internationally renowned Formula 1 executive Guenther Steiner to Melbourne as a keynote speaker for CyberCon 2025 – the largest cyber security event in the Southern Hemisphere.

CyberCon attracted 6,000+ attendees, with 2,500 – 3,000 delegates in the plenary session, spanning leaders from government, big tech, corporate boards, banking and finance, critical infrastructure, health, legal, education and defence sectors.

Steiner delivered a custom-built keynote, F1: Teamwork, Tech & Transformation, linking elite motorsport to the conference’s 2025 theme: Transform to Evolve.

His presence created a major highlight of the conference, driving strong audience engagement and extensive media coverage – supported by a coordinated publicity campaign delivered in partnership with the conference’s media team.

Our Brief

AISA and their events team engaged Fane to:

• Secure a globally recognised thought leader with cross-industry appeal
• Develop a keynote tailored to the event’s theme
• Create bespoke content aligning to Formula 1 performance culture with cyber transformation
• Facilitate meaningful delegate engagement opportunities
• Support pre-event and onsite media activity to amplify visibility

Speaker: Guenther Steiner

Italian-born Formula 1 executive, engineer, author, former Haas F1 Team Principal and one of the most recognisable figures from Netflix’s Drive to Survive.

Steiner’s profile also drew strong national interest thanks to his ongoing presence in global motorsport – including his appointment as CEO of the Red Bull KTM Tech3 MotorGP team (commencing 2026) and his continued work as an F1 expert commentator.

Custom Keynote: F1 – Teamwork, Tech & Transformation

Fane collaborated closely with the stakeholders to build an entirely bespoke keynote that spoke directly to CyberCon’s audience and theme.

Speaker Keynote themes included:

• Cybersecurity as performance infrastructure In Formula 1, data security is as essential as the car’s mechanical components. Real-time decisions depend on stable, protected, resilient systems.
• Incident response under extreme pressure The pit wall as a high-stakes operations centre – mirroring enterprise crisis response.
• Advanced analytics, modelling and AI How simulation, data intelligence and predictive modelling underpin competitive advantage.
• Culture, trust and team alignment F1 teams succeed through continuous transformation and cultural cohesion – lessons directly applicable to cyber environments.
• Strategic risk management How a single breach – on track or in business – can cause reputational, operational and financial damage.

The session was delivered to a full plenary and received standout engagement.

Photo Credit: Magnetic Shots

Photo Credit: Magnetic Shots

Audience Engagement delivered by Fane

• Custom presentation design A tailored slide deck and narrative structure mapping F1’s operational environment directly to cyber capabilities.
• Bespoke video assets Short-form thematic clips integrating engineering and cyber transformation concepts.
• Delegate Meet and Greet with personalised book signing and photography One of the most in-demand activations of the conference, giving delegates unprecedented access to Steiner.
• Public recognition and delegate interaction Delegate engagement extended well beyond the programmed sessions, with Steiner regularly approached for photos and conversations both inside the conference and in the surrounding precinct – highlighting his broad public appeal and recognition in the Australian market.

Photo Credit: Magnetic Shots

Media Impact and National Reach

Steiner’s appearance delivered exceptional media value, amplified through targeted publicity activity.

• National News Corp coverage across The Australian, Daily Telegraph, Advertiser, NT News and CodeSports referencing Steiner’s role at CyberCon.
• 7News Melbourne interview and follow-up sports story syndicated nationally.
• Nine mastheads including The Sydney Morning Herald, The Age and WA Today, profiling Steiner and referencing his keynote on data security in F1.
• Overall media reach exceeded 2 million people across TV, radio, podcasts, digital platforms and print.

Additionally, Steiner’s involvement featured prominently in the event’s digital rollout, including LinkedIn campaigns, oOh!Media placements and billboard promotions across Melbourne.

Outcomes

• High-impact keynote aligned to strategic conference themes
• Significant media uplift further positioning CyberCon as a national conversation driver
• Delegates engaged through exclusive access moment
• Cross-industry relevance linking F1 performance to cyber innovation
• Raised conference visibility across corporate, government and technology sectors.

Explore Opportunities

Fane represents a global portfolio of thought leaders, innovators and cultural icons across business, technology, entertainment and sport.

Through our exclusive motorsport partnership, clients benefit from direct access to leading motorsport talent, along with efficiencies that extend beyond a standard speaker bureau model.

To enquire about booking international speakers for your next event, connect with our partnerships and speaking team.