How Formula One is refining its viewing experience

Brian Carruthers

Since taking over Formula One, Liberty Media has invested in a research team that is exploring ways of exploiting what it believes is the untapped potential of the motorsport.

Formula One gained a high profile around the world under the stewardship of Bernie Ecclestone, but since he sold the motorsport franchise to Liberty Media in 2016 the new owner has been taking a look under the hood and making some changes.

At the time of the sale, it remained very successful but “perceptions had taken a little bit of a downturn, particularly amongst casual fans,” according to Greg Morris. “There was a feeling that there was a lot of untapped potential still in the sport,” he told the IIeX conference (Amsterdam, February 2019).

An early statement of intent was...

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