F1’s commercial boss on transforming the ‘under-managed’ business

Formula One commercial boss Sean Bratches admits he underestimated the scale of the job when he joined, saying he didn’t realise before he joined that F1 was essentially a “one-man operation” and the company was mainly made up of attorneys and accountants, with no marketing or commercial operation and little understanding of what the fans wanted.
Speaking at Advertising Week Europe yesterday (20 March), Bratches said he has faced a huge job to set up a commercial operation and