Liberty Media, the driving force behind the recent resurgence and global expansion of Formula 1, has openly acknowledged that a sale of the premier motorsport championship remains a possibility, provided the right financial proposition emerges. This stance reflects F1's remarkable growth under Liberty Media's stewardship, which has seen its valuation skyrocket since the 2017 acquisition.
Formula 1's Thriving Trajectory Under Liberty Media's Leadership
In a recent candid discussion on the Opening Bid Unfiltered podcast, John Malone, Chairman of Liberty Media, articulated the company's position. He stated unequivocally that as a publicly traded entity, if an exceptional offer surpassing the board's projected shareholder returns were presented, a sale would be seriously considered. This declaration arrives at a time when Formula 1's financial health is at its zenith.
Liberty Media's initial acquisition of Formula 1 in 2017 was a substantial $8 billion investment from CVC Capital Partners. Since then, the championship has not only flourished commercially but has also transitioned into a publicly listed entity on NASDAQ. The FWONK stock, a testament to F1's burgeoning appeal, has seen its value triple, climbing from approximately $30 per share in 2017 to roughly $100 today. Whispers of a colossal $20 billion takeover bid from Saudi Arabia's Public Investment Fund (PIF) circulated in 2023, underscoring the immense value now associated with the sport, though no official confirmation materialized.
Malone enthusiastically emphasized the current satisfaction of shareholders with F1's performance, highlighting its robust economic framework and its potential as a significant generator of free cash flow, which substantiates its high valuation. He also hinted at future synergistic opportunities, suggesting that the brand still possesses substantial untapped potential.
The leadership transition within Liberty Media saw Greg Maffei step down as CEO in December 2024, with Malone temporarily assuming the reins. This period marked the return of influential figures such as former F1 CEO Chase Carey to the board. In February, Derek Chang was appointed as Liberty's new CEO, forming what Malone describes as a "terrific executive team" whose work he greatly admires.
Under the strategic vision of Stefano Domenicali, F1 has achieved a series of impressive commercial victories. Numerous long-term contract extensions have been secured for prominent circuits, including Miami and Spielberg, both now confirmed until 2041. Furthermore, significant partnerships have been forged with leading global brands such as Aramco, AWS (Amazon), PepsiCo, MSC Cruises, and Crypto.com, further bolstering F1's commercial portfolio.
The next frontier for F1 appears to be in global streaming rights. The current contract with broadcaster ESPN in the US is slated to conclude at the end of 2025. Reports indicate that Apple is actively exploring a foray into F1 broadcasting, a move that would leverage their existing collaboration. Formula 1 and Apple recently partnered on the highly successful Hollywood production, F1: The Movie, starring Brad Pitt, which garnered significant box office acclaim and could serve as a precursor to a more extensive partnership.
Malone, a seasoned media executive, foresees a transformative shift in the television landscape. While not explicitly linking it to F1, he envisions social networking platforms evolving into streaming entertainment hubs. He pointed to Google's YouTube as an example, showcasing its blend of subscription-based entertainment and user-generated content, capable of driving diverse content and becoming a lucrative advertising platform for tech giants.
Liberty Media's strategic departure from the traditional television-centric model prevalent during the Bernie Ecclestone era has been instrumental in F1's recent success. The Netflix documentary series, Drive to Survive, launched in 2019, has been a phenomenal success, significantly boosting F1's popularity globally, particularly in the United States.
Adding another dimension to its motorsport empire, Liberty Media recently finalized its acquisition of MotoGP, effectively gaining commercial control over both elite four-wheeled and two-wheeled racing. This consolidation opens the door for a potential bundled "super package" of motorsport content for fans, particularly if a tech titan like Apple or Google were to secure F1's streaming rights.
Financially, Formula 1 is experiencing unprecedented prosperity. In the first half of 2025, the Formula One Group reported an impressive $1.6 billion in revenue, with OIBDA reaching $442 million, a substantial increase from $367 million during the same period in 2024.
The lingering question, however, remains: who possesses the financial capacity and strategic intent to acquire Formula 1 from Liberty Media, especially given that Liberty has no immediate pressure to divest this highly profitable asset? Speculation continues to point towards Saudi Arabia's PIF, considering its significant investments in other major global sports, including football, golf, and tennis.
The saga of Formula 1's ownership and future direction under Liberty Media serves as a compelling case study in strategic business transformation and brand revitalization. From a mere acquisition to a thriving global entertainment spectacle, F1's journey under Liberty's guidance has been nothing short of spectacular. The potential for a multi-billion dollar sale underscores not just the sport's current immense value, but also the enduring allure of high-octane racing on a global stage. This narrative of bold investments, innovative content strategies, and relentless pursuit of market expansion offers valuable lessons for any industry leader aiming to transform a traditional enterprise into a modern, dynamic powerhouse. The prospect of tech giants entering the fray further highlights the evolving landscape of sports broadcasting and consumption, pushing traditional boundaries and creating new opportunities for audience engagement and revenue generation.
