Why sponsors are not flocking to join Liberty's F1

Why sponsors are not flocking to join Liberty's F1

Liberty Media identified sponsorship as a previously under-used area it could exploit to grow Formula 1 when it bought the championship in 2017. But nearly two years on, few new companies have been brought on board

When Liberty Media took control of the Formula 1 business nearly two years ago its bosses made one thing crystal clear - they believed Bernie Ecclestone had not fully exploited the commercial opportunities the championship provided.

A key area they singled out was sponsorship. And yet nearly two years after Chase Carey and co took control they are still relying on deals originally put together by Ecclestone.

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