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Formula 1 changing how people perceive the sport
Formula 1 is distancing itself further from the Bernie Ecclestone era by launching a paid-for global marketing campaign for the first time, in stark contrast to the former supremo who put the onus on race promoters, teams, sponsors and media to publicise the sport rather than the rights holders themselves investing money in marketing. A minute-long film ‘Engineered Insanity’, initially rolled out over social media channels from Friday, focuses on the visceral appeal of the sport as experienced by ‘superfans’ inside a wind tunnel. Ellie Norman, Formula One’s recently appointed director of marketing, told Reuters at Formula One’s gleaming new central London headquarters that...
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