Key Figures Behind Formula 1’s Multi-Billion-Dollar Deals. Formula 1, long regarded as the pinnacle of motorsport, has recently seen an explosion of financial interest, with deals worth billions of dollars reshaping the sport. The surge in investment has been driven by a small group of influential figures—executives, team owners, and financiers—who are orchestrating the massive commercial shifts within the F1 ecosystem.
Liberty Media, the American conglomerate that acquired Formula 1 in 2017 for $4.4 billion, has been pivotal in modernizing the sport. Greg Maffei, CEO of Liberty Media, has led efforts to expand F1’s global audience through strategic media deals and an increased focus on fan engagement. Liberty Media’s influence has led to partnerships with streaming services and new race venues, attracting younger audiences and boosting revenue.
Among the team owners, Toto Wolff, team principal and part-owner of Mercedes AMG Petronas, has emerged as one of the sport’s most powerful figures. His business acumen has helped Mercedes dominate both on the track and in securing lucrative sponsorship deals. Wolff’s ability to balance competition with corporate interests has been key in driving the team’s financial success.
Another major player is Lawrence Stroll, the billionaire fashion mogul who owns the Aston Martin F1 team. Stroll’s aggressive investments in both his team and the sport as a whole have seen Aston Martin rise in prominence, while his role in pushing for the sport’s expansion into markets like the United States and the Middle East has opened new avenues for revenue.
Formula 1’s growing commercial appeal has also drawn the attention of private equity firms. CVC Capital Partners, a former owner of F1, remains active in the motorsport world, and companies like Silver Lake Partners have begun exploring potential investments in teams and associated businesses, further driving up the sport’s value.
As Formula 1 continues to grow globally, these key players and their strategic decisions are shaping the future of the sport, making it more than just a racing series—it’s becoming a multi-billion-dollar entertainment powerhouse.
