The announcement that Sean Bratches, Formula 1’s commercial managing director, had decided not to take up a contract extension after his three-year gig expired, was widely expected. Six months ago he explained to me that the nomadic nature and demands of the position were extracting an undue toll on his domestic life. This was no complaint, simply a statement while chatting casually, as we often did.
During the preceding six months he had criss-crossed the globe, visiting no fewer than 29 countries, many of them multiple times. Of course, unlike many in F1, he travelled at the front of the aircraft and awoke in hotel of no mean standard but still the demands were heavy, particularly given Sean’s age (60), and close bond with his wife and their four sons, one of which has special needs.Still, despite obvious split loyalties, Bratches was determined to introduce a structured marketing strategy into a company which had previously been the largest one-man business in the world run via reflexive gut-feel by an octogenarian who dictated text messages to minions, and whose time had patently past.
In former F1 tsar Bernie Ecclestone’s world selling was one-way cash flow and marketing was what barrow boys did on Thursdays in village squares. Race and television contracts were based on 2001 templates, high-definition broadcasts were introduced only after major channels refused to extend their deals, and the internet viewed as some behemoth that had once cost him a fortune in legal fees.
Yes, Ecclestone’s hands were shackled – as far as possible – by paymasters at CVC Capital Partners, whose only objective was to squeeze every pound out of F1 without investing a penny. But it was of course he who had massaged the sale of F1’s commercial rights to a venture capital house in the first place.
True, the American’s diction and elocution sat uncomfortably with some in the paddock of a sport which, though it prides itself upon being an international activity, is fundamentally Olde English in outlook. Nor did Bratches enjoy the close bonds that Bernie had cultivated with kings, prime ministers, team owners and mechanics alike – but how could he, given Ecclestone had been in F1 since the fifties and Sean was a new arrival?
Today F1 can finally be watched via live streams – admittedly a work-in-progress, but foundations for global sport’s most complex technologies are in place – social media growth is huge, ESport is thriving despite initial misgivings, new logos and anthems are prevalent, the 2020 F1 calendar boasts a record 22 races, new trackside sponsors have been signed and full-on market research and data analytics departments exist.
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Saudi Arabia is likely to be the most lucrative race ever. Of course many have misgivings about racing in the place, but events like these balance F1’s books and make affordable race in traditional heartlands possible.
In the same week Bratches’ departure was made official, F1 reported its cumulative TV audiences in 2019 had risen to 1.9 billion, the highest since 2012 and an increase of 9% over 2018, while specific regions reported growths of over 250%. Social media unique users now number 25m, a 32% growth over the previous season, itself a record year. The Netflix ‘Drive to Survive’ series is a roaring success in bringing F1 to new audiences, and a follow-up will be aired next month.
Bratches would be the first to admit that such impressive growth statistics are not down to one man and are the result of concerted teamwork. But he is the one who led F1’s marketing offensive from the top by creating the structure and making the appointments in the first place.
Bratches departs just as F1 reaps the benefits of his many initiatives; the good news is he will remain as consultant, and for that F1 can be thankful. At the personal level I hope he has numerous share options, for since joining F1 owner Liberty Media in January 2017 the share price has leapt from $30 to $48.50 – he and his family deserves such rewards.
Go well, Sean – see you about, though…
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2020 F1 season
- Pictures: Wrecked chassis from Grosjean’s Bahrain fireball crash to go on display
- Bottas vs Rosberg: Hamilton’s Mercedes team mates compared after 78 races each
- F1 revenues fell by $877 million in Covid-struck 2020 season
- Hamilton and Mercedes finally announce new deal for 2021 season
- F1 audience figures “strong” in 2020 despite dip in television viewers
James (@knewman)
23rd January 2020, 7:47
It’s easy to be critical of Liberty’s choices, but I don’t think anyone can say with a straight face that we’re not in the midst of the greatest era ever as far as F1 content quality and availability is concerned.
I’ll always remember Bernie outright stating that F1 would never be broadcast in HD, and I’ll remember Sean Bratches as the one who ushered the sport briskly out of that era and headlong onto the internet. Well done sir!
GT Racer (@gt-racer)
23rd January 2020, 14:38
@knewman
I don’t believe he ever said it would never be broadcast in HD (We did after-all buy HD capable equipment in 2006), He did however hold the view that F1 wouldn’t be broadcast in HD until it made sense to do so. By which he meant at a point when enough broadcasters were able to take the HD feed that it made sense to make the switch which was something that wasn’t reached until 2011.
Up until 2011 the number of F1’s broadcast partners that would have taken a HD feed was well under 10 & at the time it just didn’t make sense to make the switch. As soon as it did the switch was made & they also spent a fortune upgrading all of the equipment/facilities in order to do so.
GT Racer (@gt-racer)
23rd January 2020, 15:01
@knewman It was heading onto the Internet under Bernie, Streaming service was been planned in 2016 & was actually even trialed publicly for the last few races of that year.
https://motorsportbroadcasting.com/2016/10/22/live-in-car-footage-set-to-take-centre-stage-in-revamped-f1-app/
anon
23rd January 2020, 19:13
@gt-racer, it’s interesting to note the points you are bringing forward, as it raises the question of whether Bratches can really be credited with the achievements which are touted in this article if some of them were already in the process of being introduced, or were intended to be introduced at around the same time anyway.
The viewing figures can also be interpreted in a number of different ways because, as I understand it, not all of the figures are necessarily quite as positive as portrayed in this article.
Whilst the cumulative audience figure of 1.9 billion represented a 9% increase compared to 2018, the number of unique viewers is quoted as falling by around 19 million to 471 million, a reduction of 3.9% compared to 2019. That rise of 9% in cumulative viewers hasn’t come from getting more fans to engage with the sport, but from getting existing fans to engage with the sport to a greater degree.
Now, that figure of 471 million for 2019, if credible – we know some have cast doubt on Liberty’s figures given that, in 2017, they retrospectively downgraded their 2016 figures – might still also be the best figure for unique viewers since 2012, but it does suggest that Liberty couldn’t capitalise on that interest in 2019 and ended up losing, rather than gaining, new fans.
Anon
24th January 2020, 21:41
Actually it wasnt. They used to say that very regularly but had no interest in actually putting the service out. I know this because I was supposed to be working on it, until the constant dithering made me leave. It was endless excuses from the higher-ups who didnt understand its potential, and ways to try to milk more money out of the service. There was no viable plan other than some high level one-page documents. Lots of meetings that accomplished nothing. It was nowhere close to being ready to stream to dozens of countries and millions of users.
Umar
24th January 2020, 21:37
I completely agree. Add to that the new regulations and Leclerc, Verstappen, Norric, Albon, and Russell and we could be ready for another golden age like the late 70s to 80s. What a time to be an F1 fan…
Stephen Crowsen (@drycrust)
23rd January 2020, 8:13
I must admit I am very grateful for the privilege of paying … I think it’s about $30 per month to watch F1 races. This is thanks to Sean. While some might exclaim “$30 PER MONTH!!!!”, I was paying about twice that before Sean took over (one can include legacy contracts to that as well). I suspect if he hadn’t taken over I would probably had to give up on F1 and follow Indycar. There were times before Sean when I couldn’t afford to the Paywall fees, so I had to rely on the free F1 Timing and the input of people on a bulletin board to get an idea of what was happening on the track. My many thanks to F1 Timing and Sean.
DAllein (@)
23rd January 2020, 8:56
With all due respect Bernie did great to establish F1 and grow it, but he overstayed his welcome by around 10-12 years, and wrecked a lot along the way.
Commercial managing director, whoever he is and will be, just can operate to the wishing of his overlords. Previously we had the single deity (Bernie), now we have a Pantheon. Who continue to do what they wish, not what fans or F1 need.
Filling Bernie’s shoes is more or less easy, fixing what is broken – very hard. And with Liberty wishing to change everything and expand to blood-money-rich countries, rather than fixing what is broken, they face the prospect of killing F1 altogether.
Nothing personal against Mr.Bratches, but he is just a gear in some shady organization.
Phylyp (@phylyp)
23rd January 2020, 9:08
Nice counterpoint there, @dallein
Robbie (@robbie)
23rd January 2020, 13:24
@dallein What a bizarre post. Liberty and Brawn are indeed changing things and fixing F1. They are doing exactly what F1 needs and what the fans want.
Umar
24th January 2020, 21:45
“Liberty wishing to change everything and expand to blood-money-rich countries” Im pretty sure it was Bernie who expanded to Russia, Bahrain, Abu Dhabi, China, India and others with egregious records.
Liberty are doing a pretty good job and numbers (money most of all) are backing them up. Just because you dont agree with what they are doing doesnt mean they are “killing F1”.
DB-C90 (@dbradock)
23rd January 2020, 9:37
Interesting article that’s tempered my feelings a bit.
Until reading this I’d always considered Bratches to be a bit of a clown who didn’t understand much about F1 and was just chasing more races for more fees in much the same way as Bernie.
My eyesight can’t tell the difference between normal and HD so the introduction of it didn’t mean all that much, and I couldn’t care less about eSports, twitter or instagram so much of their “new initiatives” to me didn’t mean much to me other than they were doing anything that they thought would bring in a dollar rather than do anything to improve F1 as a motor racing sport.
Having read the article, I’ll temper that opinion to simply I still don’t believe increasing the number of races will help F1 regardless of how much the marketing folks led by him tell us that it will.
Sonics (@sonicslv)
24th January 2020, 2:55
@dbradock I think the difference from SD to HD is very noticeable. Also according to @gt-racer above the HD switch is since 2011, it’s not showing recent that Sean has his hands on.
While you probably never interested in social media, have you take a look of the official F1 YouTube channel? It’s really good, something that unimaginable under Bernie’s era.
Scott T Joslin
23rd January 2020, 9:49
Is this artical an ad paid for by Bratches?
In my view he hasn’t changed anything. He’s basically put lipstick on a pig.
More F1 fans have to pay to watch races on TV than ever before
F1 fans still have to pay astonishing fees to watch races live at circuit
Traditional circuits cannot afford to host races
The digital platform built is dreadful
But yeah, bravo on a new logo and some social media – What a body of work!
black (@black)
23rd January 2020, 11:03
Some changes take some time to play out. 3 years is barely enough time to turn things around, it’s just a start to a more sensible approach.
Most of the TV contracts were signed in the Bernie era (The SkySports F1 2019-2024 exclusive deal was signed in March 2016 for example). Liberty indicated they wanted a more free-to-air approach, i don’t think they’ll ditch the pay-TV entirely but it’s something…
Contracts at traditional circuits that are about to expire are renegotiated, so far none of the “core” F1 venues has dropped (Silverstone, Monza, Monaco, Spa, Suzuka, Interlagos*). Some just don’t have the fan support the once had in the past (Spain-Alonso years or Germany-Schumacher years for example), but that’s something that has always happened in the past. Portugal and Netherlands once hosted races back in the 80s and 90s but they dropped and Zandvoort is returning next year mainly due to Verstappen support. The calendar is expanding (which is both good and bad at the same time) with new or old venues vying to return (Argentina or South Africa).
*Interlagos might lose the race, not because it’s struggling but because the president wants it to move to Rio for personal gains
The digital platform is much much greater than the Bernie years. I don’t know about F1 Streaming i once heard about, i don’t follow the news on this one, but Facebook, Instagram and YouTube have much much more content than the “exclusive-you have to own a gold Rolex while drinking G.H. Mumm champagne and live in Dubai” standard, just to watch some highlights or more content. On the weekend of the last Malaysian GP for example back in 2018, the F1 YouTube channel uploaded an entire classic race FOR FREE, just to say goodbye to beloved F1 venue.
And with the cost cap that is to come in 2021, we might get more competitive seasons that will increase the spectacle and create more fans of the sport, wanting to attend a venue, which in turn could ajust the high ticket prices for cheaper ones if it’s sold out.
Robbie (@robbie)
23rd January 2020, 13:26
@black Thank you for that and I agree.
Euro Brun (@eurobrun)
23rd January 2020, 22:39
I get what he has done for F1, but the article does come across as a bit sycophantic. Sounds like no guy with a family ever worked away from home before Bratches!
Oh boo hoo, he misses his grown sons who have already moved out!
He should take note of Jean Totd’s comments this week:
” I really feel that, and I include myself, we are so blessed to be in a world where we love what we do. We have the passion. We are privileged.
“Whoever is in F1 is privileged. Of course, you have some duties.
“When I was in other positions [as Ferrari team principal], I was working 18 hours every day, seven days, six or seven days a week, because I had passion, I wanted a result.
“Then of course, the family, if you have a beloved family, they will understand. ”
Quote from Autosport.
Clearly Todt thinks Bratches doesn’t have enough passion for F1. And those mechanics should stop complaining about extra races and toe the line. In ways, Todt seems to be turning into Berny, at least in attitude!
BasCB (@bascb)
23rd January 2020, 10:04
I think Bratches can be very happy with the work he’s done to get F1 towards the right attetude and back on track to prospering.
Only Facts!
23rd January 2020, 10:08
I see it like this: Mr Ecclestone is the best salesman to my knowledge to have ever stepped on Earth.
But you couldn’t expect him to be the best manager, best account clerk, best sporting director. You couldn’t expect him to be ahead of his time. And his time was the 80’s.
Enter Bratches 20 years younger, coming from a “stock appreciation” business as opposed to the revenue model F1 was using. And that’s what he accomplished, looking at the stock prices.
Next guy will sure be younger, born in the 70’s, arcade and video games raised, sales driven, and who understands the new concept of worth billions without ever turning a profit. Uber, Tesla, WeWork anyone?
GT Racer (@gt-racer)
23rd January 2020, 14:49
He certainly increased the speed of things been rolled out (Which is part of why F1TV is still a mess, It was rushed) but a lot of the social media, digital & streaming things that Liberty take credit for were things that were already in the works under Bernie.
From around 2014 for instance F1 content was already starting to appear on social media platforms, The number of video content that were been published on Youtube, Twitter etc.. increased over the next few years & in 2016 plans were been drawn up for what would become F1TV & it was even trialed publicly in late 2016.
https://motorsportbroadcasting.com/2016/10/22/live-in-car-footage-set-to-take-centre-stage-in-revamped-f1-app/
Infrastructure for the streaming platform was due to be setup through 2017 & a limited version of the service launched in 2018. Liberty initially put the setup on hold & never restarted it until late 2017 planning to launch the full service in 2018 as a far grander thing that what was initially planned & this is what has led to many of the problems with it, It wasn’t ready to be launched in the form it was because that wasn’t the form it was initially supposed to take until later.
In a push to be seen as doing something they could claim as there own they rushed things through that were already been planned anyway & as a result things weren’t ready.
BillC
23rd January 2020, 17:13
Can the authour confirm in any way that a race in Saudi Arabia will result in cheaper ticket prices at other venues?
Dieter Rencken (@dieterrencken)
23rd January 2020, 18:14
He didn’t say that. What was written if you’d care to re-read is: “But events like these balance F1’s books and make affordable races in traditional heartlands possible.” Nowhere did I say cheaper.
Jon Bee
23rd January 2020, 19:27
There have been several dead ends and stupid ideas since LM took over F1. Their moralising over the grid girls wasn’t appreciated, especially when they gave us the barely dressed cheerleaders at the US race. There was more bare flesh showing under the arches (another joke idea) than a squadron of grid girls that were even acceptable in the oil states.
Then there was the week long event that would preface every F1 weekend, including car demonstrations, meet the drivers, etc, etc. Now FOM is trying to reduce the weekends to a minimum. I can’t for the life of me work out how a television media company failed so dismally with F1TV. It’s not new technology by a long way. The BBC’s iPlayer works flawlessly with millions of simultaneous downloads daily. Were they doing a Bernie and attempting to run F1TV on the cheap, it certainly looks like it.
Under Bratches, FOM have been brilliant at producing headlines, but awful at producing the goods.
Oh, before I forget, F1 was broadcast in HD format well before LM arrived on the scene. I believe Sky pushed for it as they were offering HD satellite broadcasts at an extra cost, watching F1 in HD was an inducement at an extra £5 a month.
Gabe
24th January 2020, 1:04
Nice puff piece. What did he really accomplish? A new logo and anthem is an achievement? I know it’s fashionable to bash Bernie these days (and he did stay too long), but there’s no way Liberty Media has done a better job. The fundamental problems are still there, no FTA TV, expansion to Saudi Arabia!?, massive overhead where Bernie made due with a small team. It’s not like anything related to the races has gotten better. Bratches is smart to get out before Liberty’s 2021 plan is realized.
JJ
24th January 2020, 16:05
Wow, really? An reboot of the awful Caesars Palace race in a car park in Miami and another race in a brutal, insular, Middle Eastern country with massive human rights violations? Because Bahrain has been such a great experience for the people of the world. Not to mention total disregard for American viewers of F1. The absolute bottom of the barrel, least amount of effort possible to get some kind of coverage on their own multiple cable sports channels. ESPN coverage is embarrassing after the efforts NBC Sports put into it. What a crock. He and Carey can take their stupid facial hair and shove it. But hey, the share price is all that matters, right?