Formula One Plans Expanded Race Calendar and New Sponsorship Deals
Formula One CEO Stefano Domenicali credits Liberty Media's 2017 acquisition with driving global race expansion, new sponsorship deals and a shift toward social relevance. He highlighted Lamborghini’s Urus as a pivotal launch delivering top-tier sales that bolstered brand growth.
1. Post-Liberty Media Expansion Strategy
Following Liberty Media’s 2017 acquisition, F1 has significantly broadened its global race calendar, secured multiple new sponsorship agreements, and reoriented its entertainment model toward greater social relevance and fan engagement, aiming to strengthen its position as a premier sports and cultural property.
2. Lamborghini Urus Sales Success
Domenicali reflected on his tenure at Lamborghini, noting the Urus project served as a critical inflection point that generated top-tier sales volumes and drove brand diversification beyond traditional supercar segments.