The new owners of Formula One have made no secret about the fact that they are looking to expand the overall reach of the sport. The latest course for action as hinted by commercial director Sean Bratches is to change its archaic digital presence with a state-of-the-art new media platform.

“Outside the circuit, we’re developing content that fans can consume outside Grand Prix weekends for good content,” he said. “We are re-imagining our digital assets from the ground-up.”

“We’re launching new products and services so it’s really… the opportunities are manifold, very exciting. The reactions we’re getting from the fans today are extraordinary.”

Bratches admitted that he had been shocked by just how bad the digital platforms were when he arrived.

“Our digital platforms, our websites, the incumbency we’re going to burn it to the ground, we’re going to build a new one from the ground-up using state of the art technology in the marketplace.

“Today, we’re the most technologically advanced sport on the planet and we need a digital platform that represents that.”

Bratches added that part of this strategy would be more of the type of F1 live events that took place on Wednesday in London ahead of this weekend’s British Grand Prix.

“It’s the first time in 67 years in the history of this sport that all teams have got together to do something outside a Grand-Prix week-end,” Bratches said.

“We’ve got incredible support, they believe in our vision and in what we try to accomplish. We’re basically trying to put more water in the ocean to raise all boats.”

Bratches said that this would soon become a permanent feature of the circuit in the coming years.

“We’re going to see more of these events, I think in London and around the world,” said Bratches. “We’re very interested in creating fans festivals in city centres and proximity to Grand Prix, and I’m actually working on a plan to do that now, we’re going to put our foot in the water next year.”

Bratches insisted that the end goal was to portray to the world that Formula One was an elitist sport.

“The opportunity from a fan standpoint, and to engage them, and to activate them, and really I would say, take down a little bit this curtain of exclusivity allowing them to touch the iconography,” he said.

“To feel it, the sound and the speed, to move people viscerally, we’re trying to accomplish that on multiple levels.”

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