Liberty Media and LVMH executives among F1 partners panels at Autosport Business Exchange: Monaco

Formula 1 and the Motorsport Network came together to host the sport’s latest partners at the Autosport Business Exchange: Monaco ahead of the race weekend in Monte Carlo.

Collaborating with F1, Motorsport Network organised an event specifically for brands who have recently partnered with the championship – or one of its teams – as an opportunity for them to meet and share ideas.

The event also featured two panels, both chaired by James Allen, president of Autosport Business and F1 at Motorsport Network, as industry-leading experts discussed how the series is growing and why now is the right time for their brands to be involved.

The first panel featured Liberty Media CEO Derek Chang in one of his first public engagements since taking the role earlier in the year. He was joined by Elizabeth O’Brien, programme director, global sports and entertainment sponsorship at new Ferrari partner IBM and Zeynep Ozdemir, chief marketing officer at Williams title sponsor Atlassian.

Chang explained how, under Liberty’s ownership, F1 has changed from a form of motor racing into a “cultural phenomenon” as O’Brien and Ozdemir discussed what had attracted their respective companies to partner with teams.

Photo by: Alberto Crippa

The timing of the ‘freshman’ partners exchange was no coincidence, with TAG Heuer becoming the first title sponsor in the history of the Monaco Grand Prix.

The deal came as part of LVMH’s $1 billion, 10-year partnership with F1 and the second panel featured the organisation’s corporate brand strategy and activation director Kristine Drullion as well as TAG Heuer chief marketing officer George Ciz and Moet Hennessy’s sports marketing director Vincent Borjon-Prive.

“It’s not often in F1 that you get to do something for the first time,” Allen said.
“ABX Monaco was the first time the sport has hosted an event exclusively for sponsors who are new to the sport, and they really appreciated it.

“The calibre of the panellists from LVMH, Atlassian and IBM speaks for itself, and it was great to hear the vision for the next stage of F1’s growth from Derek Chang.”

Given the collaboration on the project, hosted on F1’s Paddock Club yacht, Motorsport Network CEO Werner Brell opened proceedings, while Formula 1 chief commercial officer Emily Prazer was also present.

Attendees included Tudor Ciuleanu and Alastair Liddell from Racing Bulls partner Rebel Dot, Alex Alexandrov, founder of new Sauber partner CoinPayments, and Jordan King from More Than Equal, which is setting out to find and nurture female race drivers to get them into F1.