Formula One poaches Sky Sports strategy adviser to boost digital performance and fan engagement

Yath Gangakumaran will advice on how Liberty Media can strengthen Formula One's digital strategy

Formula One owner Liberty Media has appointed former Sky Sports strategy specialist Yath Gangakumaran with strengthening the brand’s digital performance and increasing fan engagement.

In his new role as global head of strategy, Gangakumaran will advise on strategic decisions across all commercial operations within Formula One and will report to Sean Bratches, managing director of commercial operations.

Gangakumaran joins from Sky Sports where he has worked in the broadcaster’s strategy team since 2014. While there he helped support the renewal of Sky Sports’ broadcast rights deal for Formula One and assessed the broadcaster’s approach to engaging and monetising millennial sports fans in light of changing audio-visual consumption habits.

“Yath’s appointment to the Formula 1 management team is the latest example of where we are strengthening the commercial arm of the business,” said Bratches.

“His experience and skillset, which combine sports and commercial strategy within the media industry, are going to be invaluable as we aim to expand Formula 1’s appeal globally.”

Gangakumaran added: “It has always been an ambition of mine to work for a global sporting brand. I am looking forward to applying my experience in developing strategies that engage young audiences to broaden the appeal of Formula 1 while delivering commercial success.”

Prior to his work at Sky Sports, Gangakumaran worked in the strategy team at Channel 4, supporting the broadcaster in identifying opportunities to collaborate with social media personalities to grow its short form content and video on demand 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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