James Allen On F1 33: F1 Is “Shakespeare on Wheels” And It’s Pulling In The Big Money
May 28, 2025
43:39
Monaco was not the most exciting Grand Prix, Lando Norris closed the gap in the title race on his team-mate Oscar Piastri with his first victory on the streets. McLaren extended their already massive lead in the Constructors table and no-one looked happier on the podium than McLaren Racing CEO Zak Brown.
But away from the track, Monaco was a huge weekend, with more people, more boats and more going on than for many years. It reflected F1’s cultural and financial boomtime. And we are focussing on that in this episode.
F1 is attracting a lot of new sponsors, but what is bringing the big money into the sport? We hear from the largest of them, LVMH, who have come in with a 10 year $1bn deal, using its multiple brands like Louis Vuitton, Moet Hennessy and TAG Heuer, which was the title sponsor of the Monaco GP, the first time that the race has ever had a title sponsor. We also hear from the new Liberty Media CEO Derek Chang on his vision for how F1 grows from here.
James Allen is joined in the studio by Autosport’s F1 Business Correspondent Mark Mann-Bryans.
Don’t miss the chance to compete against our expert writers on Motorsport’s hugely popular F1 Fantasy League. https://www.motorsport.com/f1/news/race-our-writers-motorsport-launches-its-first-ever-featured-league-on-f1-fantasy/10702182/
Send your comments or questions to: @jamesallenonf1 on X/Twitter or jamesallenonf1@autosport.com.
Producer: Dre Harrison
A Motorsport Studios production for Autosport
But away from the track, Monaco was a huge weekend, with more people, more boats and more going on than for many years. It reflected F1’s cultural and financial boomtime. And we are focussing on that in this episode.
F1 is attracting a lot of new sponsors, but what is bringing the big money into the sport? We hear from the largest of them, LVMH, who have come in with a 10 year $1bn deal, using its multiple brands like Louis Vuitton, Moet Hennessy and TAG Heuer, which was the title sponsor of the Monaco GP, the first time that the race has ever had a title sponsor. We also hear from the new Liberty Media CEO Derek Chang on his vision for how F1 grows from here.
James Allen is joined in the studio by Autosport’s F1 Business Correspondent Mark Mann-Bryans.
Don’t miss the chance to compete against our expert writers on Motorsport’s hugely popular F1 Fantasy League. https://www.motorsport.com/f1/news/race-our-writers-motorsport-launches-its-first-ever-featured-league-on-f1-fantasy/10702182/
Send your comments or questions to: @jamesallenonf1 on X/Twitter or jamesallenonf1@autosport.com.
Producer: Dre Harrison
A Motorsport Studios production for Autosport