Revving Up Success: Liberty Media Secures MotoGP Acquisition

Following the European Commission’s approval, Liberty Media has completed the acquisition of 86% of Dorna for €4.3 billion, with CEO Carmelo Ezpeleta and COO Enrique Aldama retaining the remaining 14%. The takeover marks a major milestone in the sports entertainment industry, positioning Liberty Media to control the second-largest motorsport championship globally, after purchasing the Formula 1 rights in 2017. Liberty Media intends to leverage Dorna’s MotoGP to capitalize on growth opportunities, particularly targeting expansion in specific regions worldwide – with a strong focus on the North American market. Under the…

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Accelerating Success: The Power of F1 Sponsorship for Brand Growth and Customer Loyalty

In recent years, the relationship between Formula 1 teams and their partners has evolved into a symbiotic collaboration beyond just having a logo on a car. Technical alliances, engineering expertise, and AI innovations have become more prevalent, while brand awareness remains crucial for sponsors entering the series, as highlighted by the 2025 Global F1 Fan Survey with over 100,000 responses. A wide range of brands, from luxury fashion labels to energy drink companies, are now involved with F1, teams, and drivers, showcasing the diverse sponsorship spectrum within the championship. The…

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Revving Up the Fan Base: F1’s Next Generation On Track for Long-Term Fandom

Formula 1 has been successful in attracting new audiences, particularly in the United States and through the Drive to Survive series on Netflix. Retaining these new fans for the long term is crucial, and Formula 1 seems to be excelling in this aspect according to the 2025 Global F1 Fan Survey. The survey revealed that a high percentage (94%) of respondents plan to continue following F1 five years from now, with even higher rates among Gen Z fans, US respondents, and ‘new’ fans. Stefano Domenicali, F1’s CEO, expressed excitement for…

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Unshakeable Allegiance – Next Generation of F1 Fans Prove Their Staying Power

Formula 1 has successfully attracted new audiences in recent years, particularly with its growing presence in the United States and the popularity of the Drive to Survive series on Netflix. The challenge now lies in keeping these newer fans engaged over the long term. The 2025 Global F1 Fan Survey indicates a promising future for F1, with 94% of respondents expressing their intent to continue following the sport in the next five years. Notably, Gen Z fans, US respondents, and ‘new’ fans show even higher levels of commitment, with figures…

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