Managing Partner

Lion Partnership led by Managing Partner, Peter Smith operates as a collective of individuals with the same outlook to forward the Modern Dealership. By joining together we are able to offer more concise and accurate advice to allow efficiency and profitability to prosper.

Meet the Lions

Media

Managing Partner

Meet the Lions

Retail Automotive

OEM & Vendor Strategists

Construction & Design

Financial Solutions & Insurance

Social Media
& Event Management

Market Sectors

Representation

Lion Partnership Media connects automotive events with individuals whose presence elevates visibility, drives attendance, and creates a more memorable guest experience.

From athletes and innovators to business leaders and industry voices, we help bring the kind of talent that captures attention, energizes keynotes and panels, and keeps guests engaged throughout the event.These appearances add credibility and excitement to every touchpoint, from the main stage to the booth floor, while helping create the conversations and connections that make events more impactful.

By aligning the right personalities with the right audience, Lion Partnership Media helps brands create standout moments that feel exclusive, meaningful, and worth talking about long after the event ends.

AMBER BALCAEN

Amber Balcaen is a third-generation racecar driver from Winnipeg, Manitoba. In 2016, she made Canadian history by becoming the first Canadian female to win a NASCAR-sanctioned race in the United States. Now based in North Carolina, she is recognized as one of motorsport’s most influential female figures—an athlete, entrepreneur, and motivational speaker known for her grit, authenticity, and drive to succeed.

Meet Amber

Media & Event Attendance

Lion Partnership Media connects automotive events with standout individuals who boost visibility, increase attendance, and create memorable guest experiences. From athletes to business leaders, we bring the right voices to elevate keynotes, panels, and booth engagement.

Our approach helps brands capture attention, spark conversation, and leave a lasting impression on every guest. With the right talent in place, your event becomes more dynamic, credible, and unforgettable long after it ends.

600+

Years of Experience

325k+

Unique Automotive Connections

100+

Business Partners in Over 20 Countries

80+

Industry Awards

Whether you're a dealer or a vendor our custom evaluations and strategic plans drive sustainable outcomes.

Event Attendance

Financial Advisory

We provide tailored financial advisory services to help retail automotive dealerships optimize profitability, manage risk, and drive long-term growth through data-driven decision-making.

Operational Efficiency

We help dealerships streamline processes, reduce waste, and optimize performance across departments to drive sustainable operational efficiency and profitability.