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.