Formula 1 picks first digital chief to target 500m fans

F1Formula One is aiming to tap into its estimated 500 million-strong global fanbase by appointing its first global head of digital and new business to lead the sport’s digital marketing strategy.
Frank Arthofer will take up the post next month  and report to Sean Bratches, managing director of commercial operations.
Arthofer joins Formula One after spending more than a decade in leadership roles in sport, media and technology. Most recently, he was a principal in Boston Consulting Group’s (BCG) media and technology practice, working with large multinational companies in the US, Europe and Asia Pacific.
In this role, Arthofer is credited with driving top-line growth, launching new businesses and digital transformation across an array of partners – including broadcast TV station owners, large TV and film studios, digital video platforms, and regional and global pay-TV companies.
He will lead F1’s digital strategy, a crucial element of the new management team’s ambition to increase engagement with fans globally. He will also be responsible for growing digital revenues through owned and operated products and strategic partnerships.
Bratches said: “Frank’s appointment will significantly bolster our digital capability, something we immediately identified as a priority for Formula One.
“His experience at sporting and media brands during periods of transition will prove invaluable as we build out our digital presence. Investment in digital is essential as part of our strategy to engage with a broader range of fans worldwide.”
Arthofer added: “Marquee sport is one of the most valuable assets in today’s media and entertainment landscape, and Formula One is an incredible brand with a very rich history.
“Equally, we have a truly unique opportunity to build on more than 50 years of success by investing in our digital and licensing businesses. We have more than 500 million fans globally, and they want more from us.
“Our goal is simple: we will elevate the way we serve our fans, and we believe we can unlock tremendous growth and value for the sport, the teams and our partners in doing so.”

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