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- Liberty Media Arrives
- Know Your Audience
- The Social Strategy
- Broadcasting
- Conquering America
- The Data
- More Spectacle
- Brand Success in Numbers
Liberty Media's goal is simple: to turn Formula 1 into an entertainment brand and bring it back to the success it deserves. The first step in this direction was the creation of the company's first real marketing division, absent under Ecclestone's management. From this moment on, the strategy branched out.
Upon taking office, the new owners set themselves one priority: to get to know their public thoroughly and to understand what they expect from the company. The first three months are entirely devoted to this objective. There is an immediate shift from an approach based on expert judgement, typical of the Ecclestone management, to a data-driven appr...
The first step to effectively target young people was to approach social media directly. Liberty Media's new approach included an increased presence on various social media platforms, in order to bring fans closer to the product, to provide them with a more immersive experience. To do this, in addition to publishing more content, including behind-t...
Formula 1 is a global brand, with races touching 20 countries, and this also includes a capillarity in its broadcasting. While in Europe Formula One Group makes agreements with local broadcasters (in Italy, for example, Sky has the rights to Formula 1 until 2027), the situation is different in the US. In 2017, NBC withdrew its previous offer of 40 ...
Liberty Media's efforts to manage broadcasting in the United States underscores how one of the new ownership's main objectives is to expand into the North American state. In this country, Formula 1 culture has always struggled to establish itself for several reasons: the great competition from local sports, the lack of leading drivers and Grand Pri...
Liberty Media used data to identify its target audience and understand it in order to direct its engagement strategy. Once the audience's expectations of the brand were discovered, Formula One Group made a decisive move: in order to accumulate as many statistics and numbers as possible about the drivers' performances and beyond, it partnered with A...
Another of the public's interests was for the races to become more spectacular. Between 2010 and 2017, only three different drivers(Sebastian Vettel, Lewis Hamilton and Nico Rosberg) won the Formula 1 drivers' world championship and only three teams (Red Bull, Mercedes and Ferrari) competed for the majority of podiums each Sunday. The races had ind...
Five years after the acquisition by Liberty Media, it is fair to say that the new ownership is succeeding. By the end of 2022, Formula 1 is expected to have reached one billion spectators and 77% of these should be under 35 years of age. In the US, it is even the sport with the youngest average fans (32 years old, compared to 42 for basketball). Th...
It isn't available world wide and in fact, F1 are actively working against their own offering by signing exclusive Pay-TV agreements (see Germany: Losing Free TV Access and F1TV in Favor of Sky Germany from 2021).
A less expensive, non-live subscription tier, F1 TV Access will provide live race timing data and radio commentary, as well as extended highlights of each session from the race weekend. It will also be underscored by unprecedented access to archive video content from the amazing historic archive owned by Formula 1.
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