F1 commercial boss Bratches explains pre-race shake-up

Formula 1’s managing director of commercial operations Sean Bratches says he wants to make ‘the start of the race more of a spectacle’ which is the reason behind Liberty Media’s move to change the pre-race events to add excitement ahead of the United States Grand Prix.

With Liberty Media set to celebrate its first official home race since taking control of the sport at the start of 2017, the new owners have run a series of fan engagements and activities to increase interest and the show aspect.

For the United States Grand Prix at the Circuit of the Americas, the pre-race schedule has been redrawn with iconic boxing announcer Michael Buffer called in to present each driver, while the world’s fastest man Usain Bolt has been given the honour of being the official starter, in a series of changes to spice-up the start of the race.

In a F1 pre-race media release, Bratches says the changes are being tested at the United States race from detailed analysis into fans and is pleased to see the FIA grant permission to change the start procedure accordingly.

“We definitely want to do more, but for the moment I don't want to say what, where or when,” Bratches said. “Austin is a test and I want to take this opportunity to thank the FIA and the teams for embracing our ideas, giving us permission to modify the race start procedure. It's a sign that the whole Formula 1 family shares our desire to make our sport even more spectacular and attractive.

“The idea is to highlight the build-up to the start of the race in spectacular fashion, a moment that is brimming with tension and energy.

“We need to do a better job of elevating the Formula 1 drivers to fans around the globe and this is a means to that end. They are the heroes of this sport and will be presented as such, making them shine and stand out in the eyes of the fans watching, at the track or in front of a screen.

“We want all the drivers to be seen for who they are: 20 men preparing to give it their all, to do their very best behind the wheel of the fastest and most technologically advanced race cars there are, challenging each other and their own limits.”