Formula One looks to jump-start its media rights strategy and hospitality programme with two key appointments

Ian Holmes and Kate Beavan will work to overhaul F1's media rights and hospitality programme

Formula One has appointed two new global directors to help increase the commercial growth of the sport across its media rights and hospitality programme.

As part of the ongoing management restructuring at within the sport new owner, Liberty Media, has appointed Ian Holmes as global director of media rights and Kate Beavan as global director of hospitality.

Holmes has worked for Formula One since 2001 and previously held the role of head of media rights. In his new role, he will lead a team tasked with overseeing the licensing of audio visual rights to third parties across linear, non-linear, full length and short-form content.

Commenting on his new position, Holmes said: “The content and assets that we have available have not previously been exploited to their full potential and I am personally looking forward to changing that.”

Formula One’s commercial chief, Sean Bratches, recently discussed the potential around the company's media rights strategy and how it could involve yet more pay TV deals in the near future.

He will also be tasked with managing additional rights for archive footage, post-produced programming, the newly rebranded F2 series, GP3, the Porsche Supercup and other subsidiary events.

Prior to joining the company, Holmes held various positions at Kirch Sport, Prisma and ISL Marketing where he was involved in managing leagues and federations including Fifa, the IAAF Athletics World Championships, Wimbledon and La Liga.

The second key appointment sees Kate Beavan take up the position of global director of hospitality, an area which Liberty Media has looked to overhaul since its £6.4bn takeover with the help of sports event travel specialist QuintEvents.

Beavan will be responsible for continuing to grow the company’s hospitality programme, including the VIP ‘Paddock Club’ experience, as well as driving innovation in all aspects of corporate and fan packages around the sport.

“The confirmation of Ian and Kate in these important commercial roles further strengthens our commitment to growing the Formula 1 business, broadening its appeal to a much wider pool of broadcast partners and sponsors,” said Sean Bratches, managing director of commercial operations at Formula One.

He added: “As we take the sport forward, both figures will be integral to us achieving our objectives. They bring a great level of experience and insight to the sport and we think they will help to enhance our content and hospitality offering.”

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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