Red Bull motorsport boss Helmut Marko is seeing evidence lately of a renewed popular interest in Formula 1.
As a sponsor and owner of two F1 teams and one circuit, the Red Bull Ring in Austria, the energy drinks company closely follows the sport's ratings and attendance figures.
Trackside numbers and TV ratings already got a boost in Australia last week, where the first race featuring F1's much faster cars took place.
Marko has now told Salzburger Nachrichten newspaper that ticket sales for July's Austrian Grand Prix are ramping up compared to the same period in 2016.
"The rejuvenation of Formula 1 is going in the right direction, which is confirmed in our ticket sales. They are clearly above that of the previous year," he said.
Marko said race organisers will also be able to offer attending spectators more, as new F1 owner Liberty Media is looking to enhance the fan experience.
"There are now activities that are possible that were previously unthinkable," he said, referring to the former Bernie Ecclestone-headed era.
"The fans are now closer to Formula 1 and the drivers, it's a three-day spectacle and we expect a very good number of spectators," Marko added.
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