Formula 1 Partners Gather in Monaco for Business Exchange
In a landmark initiative, Formula 1 and Motorsport Network hosted the inaugural Autosport Business Exchange (ABX) in Monaco, aligning with the prestigious Monte Carlo race weekend. This exclusive event served as a platform for recent sponsors and partners to engage, exchange insights, and strategize for the future of motorsport.
The event featured two expert panels moderated by Autosport Business and F1 president James Allen, highlighting F1’s evolving landscape. Liberty Media CEO Derek Chang participated in his first public engagement since assuming his role, joined by Elizabeth O’Brien from IBM and Zeynep Ozdemir, CMO of Williams title sponsor Atlassian. Chang emphasized that under Liberty’s stewardship, F1 has transformed from a racing series into a "cultural phenomenon," while O’Brien and Ozdemir elaborated on their motivations for partnering with the teams.
A significant milestone was TAG Heuer’s announcement as the first title sponsor in the history of the Monaco Grand Prix, part of LVMH’s $1 billion, 10-year partnership with F1. The second panel included LVMH’s Kristine Drullion, TAG Heuer’s George Ciz, and Moët Hennessy’s Vincent Borjon-Prive, who discussed corporate strategies and brand activation.
“It’s not often in F1 that you get to do something for the first time,” stated Allen. He underscored the significance of hosting an event exclusively for new sponsors, noting the high caliber of participants from leading brands.
Attendees included representatives from Rebel Dot, CoinPayments, and More Than Equal, highlighting diverse pathways into the sport, including initiatives to support female drivers.
The ABX Monaco marked a strategic moment for F1, reinforcing its appeal to global brands and shaping the future landscape of motorsports sponsorship.
