US EditionPepsi, Gatorade, Disney, McDonald's: The Revolution of Sponsoring (...)
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Under the reign of the American media company Liberty Media, which has been running for eight years, Formula 1's sponsorship strategy continues to intensify. By the end of the Bernie Ecclestone era in 2017, the former big boss of the F1 had abandoned partnerships related to consumer technologies and entertainment, focusing instead on traditional sectors such as banking, oil and logistics. In Liberty's era, marked by a Netflix series and now one …
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