The Formula One motor-racing series has appointed Frank Arthofer as its global head of digital and new business.
Arthofer will take up the role on June 12 and will report to Sean Bratches, F1’s managing director of commercial operations.
Arthofer will lead F1’s digital strategy as the series seeks to step up its global fan engagement capacities following its takeover by Liberty Media. He will also be responsible for growing digital revenues through owned and operated products and strategic partnerships.
Arthofer most recently worked as a principal in Boston Consulting Group’s media and technology practice, dealing with multinational companies in the United States, Europe and Asia Pacific.
He said: “Marquee sport is one of the most valuable assets in today’s media and entertainment landscape, and Formula One is an incredible brand with a very rich history.
“Equally, we have a truly unique opportunity to build on more than 50 years of success by investing in our digital and licensing businesses. We have more than 500 million fans globally, and they want more from us.
“Our goal is simple: we will elevate the way we serve our fans, and we believe we can unlock tremendous growth and value for the sport, the teams and our partners in doing so.”