Sponsorship

Going to the pits? What F1’s acceptance of gambling advertising really means

Harry Lang, founder of Brand Architects, investigates whether betting companies can make F1 adverts pay

In January 2018, billionaire John Malone’s Liberty Media Corporation announced it had completed the acquisition of Formula 1. The reins were handed over by incumbent supremo Bernie Ecclestone and his minions for approximately $8 billion making it one of the biggest trade sales in sports history. Chase Carey, Chairman and CEO of F1, said at the time:…

Formula 1 | Sponsorship

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