Formula 1 is revamping its approach to Paddock Club hospitality to move away from 'champagne and lobster' and become more orientated towards modern business needs.
In a bid to revitalise interest in the platform, which has suffered in the wake of the worldwide financial downturn over the past few years plus ever-tougher corporate compliance legislation, F1 chiefs are to introduce a bespoke Business Suite at each event.
It will become the hub for business meetings, a place with dedicated working facilities and allow a more bespoke area for client development.
It is hoped that the shift away from Paddock Club being just about a freebie weekend for clients, and instead it being of proper business value will help drive more interest in corporate race attendance over the next few years.
Speaking at the launch of the Business Suite, F1 supremo Bernie Ecclestone said: "It is an opportunity for people to get together and talk and see what can happen.
"There are a lot of people who have got together in F1 over the years, and a lot of people from outside who would not have believed they would get promotion from what they have."
One Paddock Club representative said: "We need to position the Paddock Club less towards champagne and lobster and more towards business development. That is what we have created and that is what we have been asked to create."