Focus on China as F1 pushes to form commercial deals in potentially massive market

Formula 1 is going for it in China, after more than ten years of racing there, the sport believes that there must be much more commercial potential than it is currently tapping into. So F1's new bosses have appointed a sports marketing agency with strong relationships there, Lagardère Sports and Entertainment, to help broaden the sport's appeal in China as part of F1's ongoing drive to expand into developing markets.

From 2018, Lagardère Sports will attempt to grow F1's audience in China by securing new media rights deals, sponsorships, branding partnerships and merchandise deals for F1.

Lagardere played a role in bringing Emirates Airlines as a partner to F1 back in the days when Bernie Ecclestone was in charge of the sport.

The French company, which was founded in 1992, is also the largest rights holder for perimeter advertising (on boards outside the pitch) in the English Premier League, brokering sponsorships for 15 clubs such as Tottenham Hotspur and Everton including shirt sponsor deals.

More tangible examples of the agency's work include Heineken's deal with European football and the sale of media rights in Europe for the last two Olympic Games on behalf of the International Olympic Committee.

Lagardère's President of Media in UK is former Network Ten head David White, the Australian broadcaster which has long-held F1 rights for that country. White was responsible for negotiating F1 media rights for the Australian channel.

F1 Commercial Director, Sean Bratches (below), said, “We have a proud and longstanding relationship with motorsport in Asia, working with some great motor race circuit owners and successful race promoters from Singapore to Suzuka in Japan through to Malaysia and Shanghai in China.

"Across the region, Formula 1 fans have proven themselves to be some of the sport’s most passionate supporters with over 8.8 million people attending race weekends since 2004.

"We are keen to build on this, developing our brand through unique live entertainment experiences designed to get fans closer to the action.

"We’re delighted to be working with Lagardère Sports, whose knowledge of the market in China will help establish long-term benefits for all our partners and brands that we work with."

The new appointment will focus on increasing the entertainment factor for China's middle and upper-classes, who are viewed as a key demographic for F1. This, according to F1, is part of a wider effort to increase the motorsport's appeal in growing markets.

"Sports fans in the country, as well as media platforms and sponsors alike, are craving premium, local and live sports and entertainment, supported by quality digital content and meaningful fan engagement," added Lagardère CEO Andrew Georgiou.

"Through this new partnership together we will work with Formula 1 to develop premium local content for the Chinese market, in a way that the sport deeply engages with local fans and becomes part of the Chinese sporting culture and fabric.

"We’re delighted the Formula 1 management team has trusted us to use our global insights and network, combined with our local expertise and knowledge within China, to help develop their brand, fan base and appeal to media platforms and sponsors."