Drive to Survive, pandemic fuels Aston Martin's F1 ambitions [Globe and Mail, The (Toronto, Canada)]
Liberty Media Corporation - Series A Liberty SiriusXM (LSXMA)
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Source: Globe and Mail, The
As interest in the sport has skyrocketed, so has the price of seeing a race. But for Aston Martin and the nine other teams, the show's success has accelerated the transformation of the sport into a truly global phenomenon. Making its debut in March 2019, the action-packed, documentary-style series turbocharged F1 interest in parts of the world that were previously uninterested, particularly the United States. The changing of the landscape began right after Colorado-based Liberty Media Corp. bought F1 for US$4.6-billion in early 2017. The company's stated goal was to expand the brand. Mission accomplished. These days, celebrities from the worlds of film, television, music and sports are all up in F1's grille. There's a biopic about Enzo Ferrari, directed by Michael Mann, set to hit the silver screen this holiday season. Brad Pitt is currently filming an F1 movie, helmed by Top Gun: Maverick director Joseph Kosinski and produced by driver Lewis Hamilton. A documentary on the short
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