Motorsport

Racing, TV series and films: Liberty Media's winning strategy

The Italian GP at Monza confirmed until 2031 is part of a process of development of the Circus that increasingly relies on the spectacularisation of racing

6 September 2025

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Sport and entertainment. Or perhaps it would be more correct to reverse the two factors in the equation with which Liberty Media has redefined the boundaries of Formula 1's economic and commercial success, taking it to hitherto unexplored levels. A strategy that will now be replicated with MotoGP whose acquisition became definitive last July.

After the experience of the Netflix TV series 'Drive to Survive', which rekindled interest in Formula One racing cars, particularly among young viewers and in the North American market, by recounting the behind-the-scenes story in an almost epic perspective, 'F1 The Movie' arrived on the big screen at the end of June. The globally distributed film immediately became Apple's highest-grossing film of all time, having surpassed $600 million at the box office in just a few weeks of projection.

A success that can certainly be explained by Brad Pitt's performance as driver Sonny Hayes and Joseph Kosinski's direction, but above all by the unique synergy that was created, placing the stage play directly in the heart of the Circus circuits, in an unprecedented form of cinematic verisimilitude.

The hype generated by the film, as well as that fuelled by the Netflix series, the first season of which is set to air in 2019, promises to increase the appeal of 'real' Formula 1 racing, boosting live spectators, sponsors and race organisation fees, as has already been the case in recent seasons. These are the main revenue items of the Circus that are also on the rise in the first half of the year.

Total revenues from January to June 2025 rose by 14% to be exact, from USD 1.4 billion to USD 1.6 billion. Revenues from existing or new sponsorships were also up significantly: in recent weeks PepsiCo, for example, became a new partner until 2030, the global partnership with MSC Cruises was extended until 2030, and a new licensing agreement with Disney's Mickey & Friends from 2026 was announced.

Media rights revenues also increased, however, driven by increases in existing contracts (the agreement with Canadian Bell Media was extended), growth in F1 TV subscriptions, and the one-off bonus associated with the release of the F1 film.

Revenues from hospitality and the growing presence in Paddock Clubs and fees from race organisers (the calendar currently consists of 24 rounds) are also improving. In recent months, agreements with the Canadian Grand Prix until 2035 and the Austrian Grand Prix until 2041, for example, have been renewed upwards.

Payments to teams were consequently higher in the first half of 2025 (+5%) at 627 million. Formula One, however, excluded the so-called 'concorde incentive payments' of 50 million from this count. The growth in total operating costs in the first half of the year was 11%, lower than the growth in revenue. The 'operating income' item, not surprisingly, was up 20% in the period, from $220 million to $265 million.