The recent decision to stop using grid girls may have polarized fans, but that isn’t stopping Liberty Media pushing ahead with their efforts to improve the experience at the track this year.
Since taking over the sport in January 2017, Liberty Media have been accused of many things. Inaction isn’t one of them. Over the past 12 months, Liberty have invested heavily in areas previously neglected under Bernie Ecclestone (especially marketing and digital) and even closed out their debut season with a new logo and branding. Ahead of the new season, we’ve already seen the announcement of F1 TV, a new streaming service for 2018, which “marks F1’s biggest investment in its digital transformation to date.”
Definitely not afraid to experiment with improving the spectacle, as evidenced by the “let’s get ready to rumble” pre-race show at last year’s US Grand Prix and DJ Hardwell on the podium decks at the Mexican Grand Prix, what do Liberty have in store for the trackside experience this year? In an interview with Motorsport.com about changes to Formula 1’s TV coverage in 2018, F1 commercial chief Sean Bratches gave some insight into Liberty’s trackside plans: “We are detonating the fan zones at GPs. We have just launched Hot Laps, which will be epic. We are also totally reappraising the Paddock Club.”