Prior to the Drive to Survive era which triggered the sport’s unprecedented boom, one of Liberty Media’s first ventures as Formula One’s bright-eyed American owners came in the summer of 2017. The next best thing beyond the unrealistic concept of a London Grand Prix, the capital opened itself up to F1 Live London, depicted as a “world-first” event to “celebrate a new era.”
Taking place a few days before the British Grand Prix, on a gorgeous Wednesday night in the heart of July, Trafalgar Square became a one-day hub of high-energy, fast-moving activity. From Sebastian Vettel executing doughnuts in his Ferrari car to Little Mix performing on stage, it was the first step on Liberty’s unrelenting journey towards a younger, more diverse audience. The results – in eyeballs and wealth – are plain for all to see today.
