Meet the men who’ll re­place Bernie

Three key peo­ple will steer For­mula 1’s fu­ture in place of Ec­cle­stone’s ‘one-man band’ model

F1 Racing - - INSIDER -

Fol­low­ing the oust­ing of Bernie Ec­cle­stone as CEO of F1, a new man­age­ment struc­ture has been in­tro­duced by new own­ers Lib­erty Me­dia.

Ross Brawn has been brought in as F1’s man­ag­ing di­rec­tor of mo­tor sports by chair­man and chief ex­ec­u­tive Chase Carey. Brawn will over­see changes on the sport­ing and tech­ni­cal side and tackle var­i­ous prob­lems. He has an op­po­site num­ber on the com­mer­cial side in Sean Bratches, a former sales and mar­ket­ing chief at US tele­vi­sion net­work ESPN.

One of the most suc­cess­ful F1 en­gi­neers ever, Brawn was re­spon­si­ble for all seven of Michael Schu­macher’s world ti­tles, rst at Benet­ton and then at Ferrari. He ran the epony­mous dou­ble-ti­tle win­ning Brawn GP in 2009, and then as Mercedes team boss from 2010 to 2013 he laid the foun­da­tions for the dom­i­na­tion that the team have en­joyed over the past three years.

The other two men charged with im­prov­ing the sport over the next few years are less well known out­side Amer­i­can sports ad­min­is­tra­tion cir­cles. Carey, 62, made his name as a long-time lieu­tenant of me­dia mogul Ru­pert Mur­doch. He launched the Fox Sports and Fox News chan­nels in the US and later be­came chief ex­ec­u­tive of­fi­cer of DirecTV, a US satel­lite provider that was taken over by Mur­doch’s News Cor­po­ra­tion. There, Carey added a mil­lion sub­scribers in six years be­fore re­turn­ing to News Corp as pres­i­dent, chief op­er­at­ing of­fi­cer and deputy chair­man in 2009, and then chief op­er­at­ing of­fi­cer of Mur­doch’s lm busi­ness, 21st Cen­tury Fox, in 2013.

Sean Bratches, 56, spent 27 years at US sports net­work ESPN and is de­scribed by Carey as “a driv­ing force in build­ing ESPN into one of the world’s lead­ing sports fran­chises.” Carey added: “His ex­per­tise and ex­pe­ri­ence in sales, mar­ket­ing, dig­i­tal me­dia, and dis­tri­bu­tion will be in­valu­able as we grow For­mula 1.”

At ESPN Bratches ran sales and mar­ket­ing and was re­spon­si­ble for the dis­tri­bu­tion of re­lated HDTV, broad­band, video-on-de­mand, sub­scrip­tion video-on-de­mand, in­ter­ac­tive tele­vi­sion, pay-per-view, Span­ish-lan­guage, and sports syn­di­ca­tion prod­ucts.

This gives an in­sight into the di­rec­tion Lib­erty want to take For­mula 1, with a mas­sive di­ver­si­fi­ca­tion of its of­fer­ing across all forms of vis­ual me­dia.

The new faces of For­mula 1: (l-r) Sean Bratches, Chase Carey and Ross Brawn

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