Films, documentaries, and major sponsors: Stefano Domenicali reveals strategy for Formula 1. F1 boss Stefano Domenicali gave a lengthy interview to the newspaper The Australian.

Stronger leadership

Shortly before the start of the 2025 Formula 1 season, the CEO of the sport, Stefano Domenicali, had his contract extended until the end of 2029. This confirms the crucial role the former Ferrari team principal has played in F1’s ongoing growth. Stefano Domenicali’s decisions have sometimes been unpopular among the sport’s more traditional fans—such as the introduction of Sprint races—but they have paid off with a younger audience. His goal is to modernize F1 while making it even more exclusive. It all stems from a fundamental belief: “Do not fear change”, as Stefano Domenicali explained in his interview with The Australian.

A blend of popularity and luxury

“There’s a difference in how we do things compared to a few years ago,” said Stefano Domenicali, who took over in 2021 from Chase Carey, the first successor to Bernie Ecclestone after F1 changed ownership. “It’s all about having an open mind.”

The 59-year-old CEO defended F1’s recent media-driven projects, from the Drive to Survive series to the upcoming film F1, set to hit theaters worldwide on June 26. “[Drive to Survive] was undoubtedly a crucial factor in F1’s growth,” Stefano Domenicali emphasized. “And all these are massive steps forward for the sport.”

For Domenicali, the recent multi-million-dollar sponsorship deal with luxury giant LVMH is clear proof of the ‘new’ Formula 1’s rising success. The decade-long agreement is valued at around $100 million per year. “It’s a huge responsibility,” he noted. “Four years ago, we didn’t have nearly as many sponsors.”

Currently, sponsorships account for 18.6% of F1’s annual revenue, race hosting fees contribute 29%, and TV rights make up 33% of total earnings. So far, Stefano Domenicali’s formula seems to be working.