F1 | Bratches: “More live events in 2018”

Sean Braches has announced that 2018 will see more and more live F1 events. After the enormous success achieved last year on the streets of London, all the teams and almost all the drivers had performed to put on a show on the city streets, this format was promoted by Liberty Medium. Which will now propose it again in other cities around the world during the season.

“We are planning something similar to Marseille, Berlin, Milan, Shanghai and Miami” Bratches, F1's commercial manager, revealed to Auto Motor und Sport. However, he warned: “The next events will not be so big. We won't have as many cars (as in London, where only Lewis Hamilton was absent)”.

“We believe that this type of contact with the public outside the track is important – said Bratches – brings our message to people we otherwise wouldn't reach. Formula 1 was too exclusive in the past years, it was only accessible to interested people. The same goes for the sponsor. There is a lot of interest from companies that are not yet in F1."

Planning these events may not be without resistances by the teams, given i Costs implicated for the organization. But Bratches is convinced that it is a choice that will later bear fruit. “If there is a business that has been poorly marketed like F1 – explained the manager – it is clear that first of all you have to invest".

Lorenzo Lucidi