SportBusiness International

Analysis and insight for the global sports business

F1 engages Lagardère Sports in China drive

F1 engages Lagardère Sports in China drive

By: SportBusiness International team

Posted:
5 Jul 2017
News
  • LinkedIn
  • Print

The Formula One motor-racing series has partnered with the Lagardère Sports agency in a move designed to further raise the sport’s profile in China.

Lagardère Sports will work with F1 from 2018 to identify and secure strategic partners in areas including event promotion, media rights, digital and brand partnerships, merchandising, talent development and racing team development.

China is viewed as a key market for F1’s new owners, Liberty Media. The country currently stages one grand prix, in Shanghai, and a second race has been mooted. There have also been reports of a new Chinese-backed team being formed.

To read the full article you need access to SportBusiness International

Find out more
Back to top