Ferrari, Red Bull Lead Major F1 PR Reshuffle

A significant wave of changes is sweeping through Formula 1's communications departments, with Ferrari and Red Bull leading a grid-wide reshuffle of key personnel. As teams prepare for a new era under the 2026 regulations, they are also retooling the strategies and personnel responsible for shaping their public image and managing the intense media scrutiny of the sport.

Why it matters:

In the hyper-competitive and media-saturated world of modern F1, the communications team is the hidden backbone of any successful operation. These departments control the narrative, manage crises, and build the brand value that attracts and retains sponsors. A leadership change at the top of this hierarchy signals a potential shift in a team's public relations strategy, which can have a tangible impact on driver morale, fan perception, and commercial partnerships during a critical period of transition for the sport.

The details:

• Ferrari: After seven years at the helm, Silvia Hoffer Frangipane is moving from her role as Head of F1 PR and Media to a new position within Ferrari's corporate communications team. Taking over on an interim basis is Maria Conti, Ferrari's recently appointed Chief Communications Officer, who brings extensive experience from roles at Maserati, Alfa Romeo, and BMW.
• Red Bull: The team has appointed Benjamin Ippoliti as its new Director of Communications, reporting to team principal Laurent Mekies. Ippoliti, a long-time figure within the wider Red Bull corporate sphere, replaces Paul Smith, who departed earlier this year.
• Grid-wide movement: The reshuffle extends far beyond the top teams:
  • Racing Bulls: Alexandra Horton has stepped up to replace long-serving head Fabiana Valenti, who moved to a factory-based corporate role.
  • Williams: Dominique-Heyer Wright is now leading F1 communications after Rebecca Banks moved on from the role.
  • Sauber/Audi: Chief Communications Officer Florian Buengener has departed for personal reasons, with senior manager Will Ponissi currently leading the department.
  • Haas: Jessica Borrell has been promoted from Senior Communications Manager to Head of F1 Communications.
• These moves follow McLaren's high-profile appointment of former Ferrari chief Luca Colajanni, making Mercedes' Bradley Lord (in the role since 2011) the longest-serving communications chief on the grid.

Looking Ahead:

This unprecedented level of movement suggests teams are not just focusing on technical development for 2026 but also on how they will tell their story in the new era. The incoming communications leaders will be tasked with building fresh narratives around their team's ambitions, managing the intense pressure of a regulation change, and engaging a global audience in new ways. Their success in these roles could be just as critical as the performance of the cars on track.