The Australian Grand Prix Corp. is confident that its "mix of sport, business, innovation and industry is exactly the recipe" that F1 owner Liberty Media is "keen to promote" as it looks to maximize its multi-billion dollar investment, according to Andrew Tate of the SYDNEY MORNING HERALD. AGPC CEO Andrew Westacott said that F1 Chair Chase Carey and Managing Dir, Commercial Operations Sean Bratches "had been impressed by what Melbourne had to offer both on and off track." Westacott: "In Sean Bratches' case, he has been 27 years in ESPN and enviously he has been to 28 Super Bowls, but that was his first ever Formula 1 event that he'd been to in the world. And what he saw was something that absolutely fits with where they want to take Formula 1." Westacott said that Liberty was "focused on making the sport more accessible for fans through face-to-face and digital engagement." He said, "It's brought a new focus of 'can do' on the fan experience, elevating the Formula 1 brand and separately to that digital and partnerships" (SMH, 4/13).
