When Bernie Ecclestone finally handed over the keys to the Formula One brand and all its fortunes earlier this year, marketers delighted at the previously unthinkable prospect of a revamped commercial model under Liberty Media’s tenure. And going by the account of McLaren, the changeover’s new regulations appear to be exactly what the sport has been looking for.
Rules on sponsorship that were developed and staunchly protected by the old guard were infamously restrictive and “one dimensional”, according to new chief executive Chase Carey. Any deal was near-strangled by matters of rights and old-fashioned in its connotations Read full story ›
Source: The Drum
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