Liberty Media detailed its earnings report for Q2 2026, noting that disruptions in the Middle East impacted Formula 1 revenues.
The results showed that four fewer Grands Prix were held in the same period as 2025, making it difficult to compare like-for-like.
F1 CEO Stefano Domenicali and Liberty Media CEO Derek Chang both highlighted that the fundamentals of the business have remained on track in an earnings call this week.
Sector was present on the call, and we have highlighted a few headlines that you may have missed.
F1 looking at more “money can’t buy experiences” after Paddock Club sells out for 2027
One of the standout statements in the call was the sell-out of both the Paddock Club and F1 team hospitality experiences already for the 2027 season.
This has led to F1 looking at other ways to increase this revenue stream, and provide more hospitality opportunities around a race weekend.
F1 launched the Outlap at this year’s Belgian Grand Prix, a luxury dinner experience put on in conjunction with LVMH. At least 12 guests charged £8,500 per-head can enjoy a premium dinner in a bespoke container, which is driven around the circuit.
Domenicali said that “experiential opportunity is where we are focusing our future” with F1, with plans to have more Outlap experiences at other European venues next year.
“This is another way to create things that you can’t buy with money. That’s our approach to creating an even stronger possibility that will have an impact on our revenues,” said Domenicali.
Liberty Media looking at evolving content consumption landscape
F1 has seen a boom in content creation over the last few years, which has been reflected in some of the recent commercial rights deals.
Apple TV has broadened the fanbase, and although the actual numbers are not released by the Cupertino-based company, F1 TV coverage itself has experienced an increase of viewers by 13%.
Now Liberty Media is looking at ways to maximise its content across its portfolio, says Chang, who notes the opportunities that could also arise in MotoGP.
“We are very encouraged by where the Apple deal has gone, certainly with F1 with the recent renewals for Sky,” said Chang.
“Then on the Moto GP side, also very encouraged by what we’ve just done recently, particularly with DAZN, where Spain and Portugal are core markets for us.”
Domenicali rules out single AI partner for F1
AI sponsor presence has grown substantially in F1 in the last couple of years.
Google’s Gemini, Anthropic’s Claude, Oracle, Coreweave, TWG, and Microsoft are a few of the players.
F1 itself is a very data-driven sport, having recently launched a strategy overlay on the broadcast feeds in conjunction with Amazon Web Services.
It opens up the possibility for F1 to have an official partner, although Domenicali believes there are bigger commercial opportunities within the space.
“We will never give it to anyone or a single partner in that area because it’s too big,” he said.
“Our ability to divide that area of business is creating for us a lot of opportunities.”
F1 Sprints won’t be at every race
F1 sprint races are set to increase for 2027 from what has been six events each year since 2023.
Although sprint races can be a marmite subject for fans, F1 itself claims at least 78% of general fans support the concept.
Race promoters also see the benefits in increasing revenue streams for the Friday and Saturday of race weekends, which is why holding more is being explored.
But Domenicali notes that they will probably never be at every Grand Prix on the 24-race calendar, owing to the novelty aspect.
“If commercially we would go everywhere, that’s not any more a value that we can really produce from the commercial point of view,” he added.
“But definitely we’re going to move further up in terms of what the number is in the future. That’s 1,000 per cent of what will happen already next year.”
