In 1991, as a student, James Bailey started his first motorsport business. Based at his father's workshop, number 91, 'the home of innovative ideas' where his racing cars were prepared, James identified a niche in the market for an entry level touring car championship.

Attracting sponsorship from Fiat Group and other trade suppliers, the BRSCC Fiat Racing Challenge was born. In the mid-late 90s it became one of the UK's leading budget racing championships. 

In the 2000s, James managed the sponsorship of the MSA British Touring Car Championship on behalf of Dunlop Tyres. This has become one of the longest running sponsorships in sport. 

James and his associates also have extensive experience in international motorsport, managing sponsorships in World Championships such as MXGP, World Endurance Championship and MotoGP.

The Future

In August 2018, in addition to running Pitbox91, James Bailey was appointed as Special Projects Director at Reeves, a leading Video Production, Social Media and Public Relations agency.  This role provides Pitbox91 clients with a full activation and promotion service.