Lotus Formula One boss Gerard Lopez has labelled the sport's management as "archaic".
Lopez, who at the end of last season was leading the charge as angry midfield teams demanded a change to the way revenue is shared, remains highly critical of the situation.
"TV ratings are declining steeply whereas the show on track is exceptional," Lopez told French magazine Auto Hebdo.
"Why do these potential sponsors never make the leap when they are not really undaunted by the amounts requested in F1? What's holding them back?
"Is it because of the sport's archaic management and organisation?"
Lopez said F1 must reach out to younger fans via the internet and social media, and also hit out at the sport's lack of a "genuine marketing department".