Liberty Media Eyes Broader Partnerships in Global F1 Media Rights Deals

Liberty Media, Formula 1's parent company, is actively seeking media partners that offer more than just race broadcasts. CEO Derek Chang stated at the Goldman Sachs Communacopia & Technology Conference that F1 is a "healthy" and "sought-after property," emphasizing a shift toward holistic fan engagement.\n\n### Why it matters:\nThis strategic move aims to expand F1's reach beyond live race viewing, leveraging partners who can provide content access, enhance fan interaction, and engage with sponsors. It reflects F1's robust growth and increasing value in the global entertainment landscape.\n\n### The big picture:\nGlobal media rights discussions are well underway, with several major markets nearing completion. F1 recently announced a renewal with Globo in Brazil for next year and re-upped its rights in Canada earlier this year. A widely rumored deal with Apple for US rights is anticipated to be confirmed once ESPN's current contract expires at the end of 2025.\n\n### Driving the news:\nChang outlined the new partner profile, describing them not merely as traditional "media partners" but as entities that:\n* Help fans access F1 content "beyond the race."\n* Facilitate fan interaction, even with sponsors.\n* Integrate F1 into their own strategic playbooks to enhance fan experience.\n\n### Challenges:\nWhile negotiations are "very healthy," Chang acknowledged practical challenges related to timing and available opportunities. However, he expressed confidence in Stefano Domenicali's team to secure the right long-term partners for Formula 1.\n\n### By the numbers:\nF1's brand value has seen a significant surge, with record-breaking revenue of $1.2 billion in the second quarter of 2025. This growth is attributed to factors including the success of Apple's F1 movie, increased race promotion fees, media rights, and robust sponsorship deals. This strong financial position empowers F1 in its current broadcasting negotiations.\n\n### Sponsorship outlook:\nThis year has been "incredible" for sponsorships, driven by new partners and the impact of the Las Vegas Grand Prix. While many categories are being filled, further growth opportunities exist through new entrants and renewals of existing long-term partners. The demand creates a tightening inventory, which Chang believes will drive pricing and further monetization, reinforcing brand affiliation.