Derek Chang: How Liberty Elevated F1 Beyond Racing

Liberty Media CEO Derek Chang shared new insights on Formula 1’s expanding global presence and rapid transformation. Speaking at the Autosport Business Exchange in Monaco on May 23, 2025, Chang described how F1’s identity has changed since Liberty took control eight years ago.

He noted that F1 has grown from a specialized sport to a global entertainment brand that influences culture beyond the racetrack. The latest fan data shows F1’s audience is growing faster than before.

Since Liberty Media completed its acquisition in 2017, the sport has seen a rise in female and younger fans. Chang mentioned how adding races in Miami and Las Vegas increased interest in the United States, helping F1 reach new audiences.

TV shows like Drive to Survive and the soon-to-be-released Apple movie have played big roles in making the drivers and their stories even more popular outside race weekends. Partnerships have changed, too.

F1 no longer focuses only on deals with business-to-business sponsors. In 2024, Liberty announced a partnership with Lego, which included a parade of life-size Lego cars at the Miami Grand Prix.

Just this week, a new Disney collaboration was revealed, signaling a shift towards more consumer-focused brands. These moves are designed to engage fans even when races are not happening, building connections with kids and families away from the circuit.

Viewing numbers are rising consistently, according to Chang. He explained that the sport’s appeal now includes casual watchers and younger viewers.

There is a greater connection to the drivers themselves, with fans wanting to follow their lives online and on social media, not just their racing results. This broader engagement helps F1 attract new sponsors and keeps longtime followers invested in the racing season. The importance of F1’s social media solution was highlighted as central to this strategy.

Despite impressive growth in America and Europe, Chang sees untapped potential in China. With a population over 1.3 billion, China is key for future F1 expansion.

The Shanghai Grand Prix is a staple on the schedule, but F1 wants to deepen its roots there. Chang noted that the series lost momentum during the four-year break from racing in China due to the pandemic.

Even so, F1 hopes to build on its long-standing history in Shanghai and reach more people, including those not currently engaged with the sport. Chang, who previously led the NBA’s operations in China, said the Chinese market is full of energy for premium sports brands.

Even though Zhou Guanyu is not on the grid this year, F1 remains confident about future opportunities in China and has increased investments in Chinese social media and television to reach more fans. He stressed that Liberty Media would keep working to boost F1’s profile in China, aiming for deeper partnerships with top brands.

As Liberty Media moves forward, the company plans to keep expanding F1’s reputation as an entertainment powerhouse. The shift from core motorsport to global lifestyle brand is clear in every new partnership and track addition.

Chang said F1 is just getting started and will continue seeking growth in both established and emerging markets.

Daniel Miller

Daniel Miller reports on Formula 1 Grand Prix weekends with race-day analysis, team-radio highlights, and point-standings updates. He explains power-unit upgrades, aerodynamic developments, and driver rivalries in straightforward, SEO-friendly language for a global F1 audience.