Formula 1 is experiencing a very positive moment. The category’s revenue is a record
Apparently, it’s not just Formula 1 drivers who have changed teams for the 2025 season. Changes are also expected in the media. There is speculation in the market that Liberty Media, which owns the broadcasting rights for the races, may terminate its contract with Band, which is reportedly having difficulty covering the agreed costs. And Globo could be the one to take advantage of this dispute.
Market sources consulted by propmark They report that it is up to Band to decide whether or not to close the contract for 2025. The broadcaster is reportedly evaluating the best way to proceed. Liberty Media, Globo and Band have not commented.
Attraction
Englishman Lewis Hamilton, seven-time world champion for Mercedes, has already signed with Ferrari, which lost Spaniard Carlos Sainz to Williams, while Frenchman Esteban Ocon has swapped Alpine for Haas, which announced the departure of Nico Hulkenberg to Sauber, the future Audi. New drivers are arriving. Andrea Kimi Antonelli will race for Mercedes and Jack Doohan for Alpine. Haas will have Oliver Bearman.
But expectations are high that a Brazilian may return to the F1 grid. Second in F2, Gabriel Bortoleto could compete for Sauber next year, rekindling the fan base, which is growing in line with the numbers recorded by the sport.
What changes?
“Formula 1 is going through a very positive moment. The category’s revenue is at a record high. The investment they made in Netflix and the focus on younger audiences, especially through social media, is interesting for Globo”, says Amir Somoggi, sports marketing specialist and managing partner at Sports Value. In 2019, Netflix released the documentary ‘Driving to Survive’, which is now in its sixth season.
The executive also mentions a partnership with Amazon for data on the race, “and if the change happens, it will go to Globo. It is a gain in scale. Formula 1 being on Globo, will also be on SporTV, and they have very complete coverage,” he says. Somoggi admits that the supposed change from Band to Globo in the broadcast of Formula 1 impacts the competition, sponsors and the entire motorsports market.
ESPM sports marketing professor Ivan Martinho agrees. “The larger audience and broad reach of Globo channels in multiplatform coverage, including open TV, PayTV on several channels, website, streaming and editorial coverage, means that sports once again have more points of contact with the public, and their stories are told on different channels and, consequently, a greater potential for interest from people, with greater reach, frequency and commercial appeal”, concludes the specialist.
Photo credit in type: Reproduction F1
