A decade ago, F1 looked very different. The focus was predominantly on the track – car performance, driver skills, and engineering innovations took center stage. Sponsorships existed, but more as a backdrop and an afterthought.
The media reach was mostly limited to race weekends, with coverage driven by traditional broadcasting partners. F1 fans followed the sport, but the broader public often saw F1 as a niche, luxury motorsport.
The 2016 acquisition of F1 by Liberty Media was the sport’s watershed moment, fundamentally changing how the sport interacted with its audience. With Liberty Media in command, F1 was transformed into a media-centered enterprise, aiming to expand the fan
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
