Liberty chief lays out four-point plan to lift F1

Formula 1's new commercial chief has revealed the four key areas that are his immediate priority as Liberty Media bids to make the sport better.

Liberty chief lays out four-point plan to lift F1
Listen to this article

Sean Bratches, a former ESPN executive, has been drafted in as F1's commercial chief to work alongside CEO Chase Carey and managing director Ross Brawn, who focuses on sporting matters.

In his first interview since taking the post, Bratches told CNN that there were some key areas that he believed needed the most attention in this first phase in his new role.

"There are four real things I am going to focus on," he said. "One is the brand – the brand is the entry-point for any company, any brand, any sport. And we are going to work to understand the brand.

"We are going to polish it, we are going to elevate it. It is going to be really central to what we do. That will allow us to enter new market places.

"It will allow us to take out of the market place what we should on the commercial side from sponsors, from rights holders, to promoters.

"The second is digital. I think there is a huge opportunity in the digital space to re-imagine the digital products that F1 has today, and to engage fans in very new ways and also to use sponsors to activate it.

"The third is creating a much more democratic approach in terms of how we approach our partners – from teams/sponsors/promoters and rights holders. There is a lot of opportunity to leverage the F1 IP to integrate it to their businesses.

"And the last one, is the race experience. Creating a better race experience that engages fans, spectators there and on television is a huge opportunity."

Commercial boost

Carey believes that one of the areas where F1 can deliver huge growth is in commercial terms, with increased sponsorship and alignment with companies that want to get involved with the sport.

He pointed out on Tuesday that while sports like Major League Baseball have more than 80 people working on sponsorship acquisition, F1 had just one person – plus nobody working on marketing.

Bratches concurs that while the sport has achieved great things, it has under delivered in commercial terms.

"Unquestionably it is a Super Bowl every other week and I think that is going to be an emphasis of ours," he added.

"I think where the opportunity lies is on the commercial front, which I am going to be spend most of my time on. I think that generally speaking, it has under punched its weight class to date."

When asked by how much he felt it had fallen short, he said: "I have a point of view on that but I am not going to share that with you.

"We are going to pivot this from a very deal orientated platform to one with a long-term vision that is focused on a very cadence business strategic approach to running the business.

"There is a huge opportunity with the global brand, and where we are on the commercial side."

shares
comments
Smedley set for Williams role change
Previous article

Smedley set for Williams role change

Next article

F1 should not become a 'beta test', says Wolff

F1 should not become a 'beta test', says Wolff
The key F1 management call Ferrari must make to avoid more defeat Prime

The key F1 management call Ferrari must make to avoid more defeat

OPINION: Mattia Binotto’s departure from Ferrari will naturally bring a range of changes across the Formula 1 team. But how the changes shape up and the impact they could have is set to be dictated by a key direction Ferrari’s top dogs will need to pick

The difference between Mercedes’ stumble and the fall of F1 giants Prime

The difference between Mercedes’ stumble and the fall of F1 giants

OPINION: Mercedes endured its worst season of the hybrid Formula 1 era, but was mercifully spared its first winless campaign in over a decade late on. It has owned up to the mistakes it made which led to its troubled W13. And while its task to return to title-challenging contention is not small, its 2022 season seems more like a blip than the beginning of a downward spiral.

Formula 1
Nov 29, 2022
The physical focus bringing out the best from Esteban Ocon Prime

The physical focus bringing out the best from Esteban Ocon

Esteban Ocon likes to point out he’s the first driver since Lewis Hamilton to emerge from a spell as Fernando Alonso’s teammate with a superior overall points record. While some may disagree, as LUKE SMITH discovered, the 2021 Hungarian GP winner reckons it’s not just luck which has made him France’s pre-eminent Formula 1 driver of the moment…

Formula 1
Nov 28, 2022
How Red Bull's dynamic leader Mateschitz shaped its F1 philosophy Prime

How Red Bull's dynamic leader Mateschitz shaped its F1 philosophy

The death of Dietrich Mateschitz last month has not only deprived Red Bull of its visionary founder, it has shorn Formula 1 of one of its most influential benefactors. Mateschitz himself was famously media-shy, preferring to let the brand do the talking on his behalf. And, while it’s now normal to speak of Red Bull F1 titles and champions made, Mateschitz never assumed it would be easy or even possible – as ANTHONY ROWLINSON discovered during this previously unpublished interview from 2006…

Formula 1
Nov 27, 2022
Can Mercedes break Formula 1's cycle of doom? Prime

Can Mercedes break Formula 1's cycle of doom?

OPINION: Teams that have dominated for long periods throughout Formula 1's history often take years to get back to the top of the tree once they've slipped down. But it remains to be seen whether the same will happen to Mercedes after a challenging 2022 season

Formula 1
Nov 24, 2022
What hurt Perez most in his ill-fated fight for second in Abu Dhabi Prime

What hurt Perez most in his ill-fated fight for second in Abu Dhabi

Arguably the favourite in the battle to finish second-best in 2022's Formula 1 standings, Sergio Perez's two-stop strategy at Abu Dhabi couldn't take him ahead of Charles Leclerc when the music stopped - and several key factors ultimately precluded him from the much-coveted runner-up spot.

Formula 1
Nov 23, 2022
The Abu Dhabi momentum that can propel Leclerc and Ferrari to F1 2023 success Prime

The Abu Dhabi momentum that can propel Leclerc and Ferrari to F1 2023 success

OPINION: Charles Leclerc achieved his target of sealing runner-up in the 2022 world championship with a masterful drive behind Max Verstappen in Abu Dhabi. And that race contained key elements that may help him, and Ferrari, go one better in Formula 1 2023

Formula 1
Nov 22, 2022
2022 Abu Dhabi Grand Prix Driver Ratings Prime

2022 Abu Dhabi Grand Prix Driver Ratings

The 2022 Formula 1 season came to a close at the Yas Marina Circuit, where the battle for second in the standings was decided, the wins in a season record extended and a retiring four-time world champion bowed out on a high. Here's how we rated the drivers

Formula 1
Nov 21, 2022