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New F1 CEO keen for ’21 Super Bowls’ per season, U.S. expansion

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Newly-appointed Formula 1 CEO Chase Carey has set his sights on expanding race weekend events and turning each race into its own Super Bowl-style event.

Carey was appointed F1 chairman back in September before becoming CEO on Monday following the completion of Liberty Media’s takeover of the series.

Long-standing CEO Bernie Ecclestone resigned from his role to make way for Carey, who will run F1 alongside commercial chief Sean Bratches and ex-Ferrari and Benetton technical boss Ross Brawn.

Carey confirmed on Tuesday that the decision to change F1’s management structure was sparked by Liberty’s belief that the series had not reached its full growth potential in recent years.

Speaking on CNBC’s Squawk Box, Carey identified sponsorship as being a key area where F1 could grow quickly, as well as stressing the need to increase the show surrounding race weekends, drawing a comparison to the Super Bowl.

“The one that grows the fastest is sponsorship,” Carey said when asked about revenue streams.

“Right now we have a one-man sponsorship [team]. There are many categories we’re not selling into. We have signage we’re not selling. We need to execute on that.

“The opportunity in the event side is to make our events bigger, broader. We have 21 events… we need 21 Super Bowls.

“Realistically, they should be weeklong extravaganzas with music and activity, not just at the track. Over time the goal is to grow that dimension.”

Carey also wants to harness the popularity and global awareness of F1’s star drivers, identifying Lewis Hamilton and Max Verstappen as two of the sport’s top names that need to be more accessible to fans.

“We have great stars. Lewis Hamilton, Max Verstappen, an 18-year-old who broke out,” Carey said.

“We have wonderful stars, incredible cars. We have to create the vehicles to allow the fans to connect to them.”

Liberty’s arrival as F1’s new owner has led to much speculation that it is set to expand the sport’s presence in the United States, a market that has traditionally proven difficult to crack.

Currently there is just one annual grand prix held in the United States, taking place at Circuit of The Americas in Austin, Texas, but Carey wants to bring F1 to some of America’s biggest cities.

“The U.S. is a real opportunity for us. There’s real upside for us in the U.S. market,” Carey said.

“We want destination cities: Miami, Los Angeles, New York, Las Vegas. That way, people would come to for a weeklong event.”

Red Bull Air Race: Yoshi Muroya joins Sato as Japanese champs at Indy

Photo: Joerg Mitter/Red Bull Content Pool
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Takuma Sato isn’t the only major Japanese athlete to take home top honors at the Indianapolis Motor Speedway this year. Countryman Yoshihide Muroya joined him in that on Sunday after winning Red Bull Air Race at IMS, and the Red Bull Air Race World Championship in the process.

Fittingly, the 101st Indianapolis 500 champion was there on site to join him in the celebration.

Muroya flew with a track-record run in the final and erased the four-point deficit to points leader Martin Sonka. The record run came after a disappointing qualifying effort of 11th in the 14-pilot field in the Master Class.

A day after the win, Muroya joined Sato in heading to Sato’s new Verizon IndyCar Series team, Rahal Letterman Lanigan Racing’s, Indianapolis-based shop.

A few social posts from Muroya’s victory and the subsequent celebration are below.

CHECKING OUT EACH OTHER’S RIDES

ASTLES BREAKS THOUGH AS WELL

Muroya wasn’t alone among big winners at the Speedway. In the Challenger Class, Melanie Astles of France became the first woman to win a major race at IMS, and is the first female winner in the Red Bull Air Race World Championship.

Nine women have competed in the Indianapolis 500 (Janet Guthrie, Lyn St. James, Sarah Fisher, Danica Patrick, Milka Duno, Simona de Silvestro, Pippa Mann, Ana Beatriz, Katherine Legge) and Mann is the first woman to have been on the pole position at IMS, having done so for the Freedom 100 in 2010 in Indy Lights.

Photo: Joerg Mitter/Red Bull Content Pool