Liberty Media chief executive Derek Chang believes Formula 1 has evolved into a “cultural phenomenon” over the past decade, moving beyond just a racing series.
Chang, who succeeded Greg Maffei in January, highlighted the shift in F1’s appeal to new audiences and markets.
The upcoming release of the 2025 Global F1 Fan Survey results suggests increased engagement from women and a younger demographic, alongside rising American interest with races in Miami and Las Vegas.
Chang emphasized F1’s transformation into a mainstream entertainment asset, driven by compelling on-track action and expanded media presence like “Drive to Survive” and upcoming Apple movies.
Partnerships with consumer brands like Disney and Lego reflect F1’s shift from B2B to B2C engagement, fostering growth in viewership and fan diversity.
Although F1 has seen global success, Chang sees significant potential for expansion in the vast Chinese market, a focus area due to its promising opportunities.
