More live demo events to be expected from F1 - Bratches

40

Formula 1 commercial boss Sean Bratches says the sport will promote itself this year to fans with a schedule of F1 Live events in major cities.

Days before last year's British Grand Prix, F1 descended on central London with a first-of-its-kind build-up event centered around Trafalgar Square which brought together teams, drivers and over 100,000 enthusiastic fans.

Bratches underlined the importance of PR events for the sport and F1's upcoming presence in several major cities.

"They are very important," the Liberty Media executive told Auto Motor und Sport.

"The next events of this kind will not be quite that big.

Bratches: 'Formula 1 is like managing a start-up!'

"We're planning something similar in Marseille, Berlin, Milan, Shanghai and Miami, but not with so many cars," Bratches revealed.

"But we do believe that this contact with the audience outside the race track is important. It carries our message to people we would not otherwise reach.

"Formula One has been so exclusive over the years that it was only accessible to interested people. The same applies to sponsors.

"There is a lot of interest from companies that are not yet in F1," he added.

Liberty's plans have forced the company to invest, a move which has reduced its bottom line and the teams' income. But Bratches says it's all about taking a step back before moving two steps forward.

"If there is a business that has been as poorly marketed as Formula One, then everyone understands that first of all you have to invest," he explained.

"There was previously no department for sponsors, digital platforms, marketing, communication, the rules.

"Setting this up will pay off one day to the extent that everyone will appreciate the investments."

Gallery: The beautiful wives and girlfriends of F1 drivers

Keep up to date with all the F1 news via Facebook and Twitter

Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.