Daniel Farey-Jones
Mar 21, 2019

Red Bull and Heineken: F1 marketing overhaul is starting to pay off

Beer brand praises sport's new 'accessibility' after end of Bernie Ecclestone era.

Screencapture from an F1-themed music video by The Chemical Brothers (see below for details)

Formula One is making good progress in modernising its appeal to fans and brands, according to an Advertising Week Europe panel featuring representatives from the sport’s owner, a sponsor and a team owner.

Yath Gangakumaran, director of corporate strategy and business development at F1, told the audience that F1's global TV audience had increased by 10% in the two years since Liberty Media took control from then chief executive Bernie Ecclestone and other shareholders.

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