The sport's newly appointed commercial boss claims new owners are targeting a "very aggressive" growth strategy.

While Ross Brawn has been charged with sorting out the technical aspects of the sport under its new ownership, Sean Bratches, a former ESPN vice president, is to look after the commercial side of things.

Having previously said that the sport intends taking full advantage of Liberty Media's digital experience, Bratches has vowed that F1 will be "edgier" and "more proactive", making full use of the drivers and promoting their celebrity status.

In Barcelona for the pre-season test, Bratches has revealed Liberty's vision for the sport, not only reinforcing the idea of more races and more sponsors, but more teams - ironic when you consider that in recent weeks Manor went under with barely a nod in its direction.

"There will be a point in the season where we start to effectuate change," he told Reuters.

"It's not going to be where we just drop our vision one day and that's the vision," he continued. "It's going to be a build, and we are going to be very aggressive. We are going to try new things, all in the spirit of better serving Formula One fans.

"I have been in the office every Saturday and Sunday for the last month since I got here," he revealed, "and I don't see it ending. There's a lot to do.

"We are going to pivot from what has been a very deal-oriented structure to one where we are formulating a strategic plan that we are going to execute on relentlessly over the mid to long-term.

"We'd love to see more teams, we'd love to see more sponsors and we'd love to see more circuits in the right places," he said. "Places that we believe are growth-oriented and can improve not only from a fan standpoint but improve the overall economics, drive television revenues, drive sponsor engagement and interest, create opportunities for teams and drivers."

Referring to the loss of Manor, he hinted at the proposal previously put forward by the likes of Force India's Bob Fernley, a franchise system.

"In the Premier League or National Football League or Bundesliga, if a team goes up for sale there's 30 individuals or entities that want to buy it," said Bratches. "When Manor goes out, that's not the case. So we have to make this a better business on the promoter side, on the team side. The rising tide will float all boats."

Reiterating Chase Carey's desire to see Grand Prix weekends resemble Superbowl-size events, he said: "We have 20 extraordinary events every single year that happen in 20 different countries. There's a huge opportunity to amplify the event and really detonate the possibilities."

He also agrees that more races are needed in the United States.

"We have an extraordinary iconic circuit in Austin and I think that race is poised to grow and continue its position as one of our kind of hub races," he said. "At the same time I actually think driving interest in the United States through other circuits will actually amplify the value of the circuit in Austin."

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READERS COMMENTS

1. Posted by mike, 15/03/2017 3:59

"FIX THE NOISE PROBLEM AND THEY WILL COME!"

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2. Posted by mds167, 28/02/2017 21:12

"Effectuate change? That's a new one on me. Effecting change or just changing not good enough any more? F1 made a lot of people rich as the sport grew and BE did his deals. Are the teams growing any more? It feels like they are scrabbling for sponsors and have been ever since the tobacco ban.
Who would want to buy an F1 team? Only someone willing to plow in a lot of money for potentially little return. It is great advertising for Mercedes, Red Bull and even Renault know they can cash in on the cachet but who else?
F1 doesn't have the reach of football/soccer and isn't likely to - whatever Liberty think. Most people can relate to footballers have at least kicked a ball round a playground and remember the thrill of scoring a goal and live on vicariously through their idols on the pitch. Who can relate to Lewis Hamilton?
Liberty will make money as the commercial rights holder and they'll want to keep earning as much as CVC ever did. How can more come to the teams and make them attractive to buyers? Oh, a spending cap...."

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3. Posted by petes, 28/02/2017 20:25

"Has Ross fired Charlie yet?

Nope, thought not. How much longer Ross? Step up......"

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4. Posted by Hardliner, 28/02/2017 17:48

"Americans don't change, do they - Bratches has come up with an overdose of hype and BS couched in the most dreadful use of what he thinks is management-speak. So, we're getting all the things F1 really needs - more jet displays, anthems, strutting girls, pop stars, confetti, cady floss, beer and 'dogs, and all that essential stuff. Meantime an almost viable team is left to go to pieces. Bring it on, because the sooner it falls flat, the sooner Liberty will want to sell/go tits up and let FOTA2 fly......."

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"Very aggressive" growth strategy planned for F1

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