F1 undergoes behind-the-scenes shake-up as Frank Arthofer steps down

Formula 1

F1 undergoes behind-the-scenes shake-up as Arthofer steps down

Frank Arthofer has relinquished role as director of digital and licensing

GPFans Staff

Thursday 7 January 2021 17:29 Updated: 18:03

Formula 1 has undergone an overhaul behind the scenes following the decision of Frank Arthofer to step down from his role as director of digital and licensing.

Arthofer has been one of the instrumental background figures who has played a major role in F1's transformation after Liberty Media acquired the sport from Bernie Ecclestone four years ago.

Arthofer is cited by F1 as being responsible for the sport finally becoming "a leading global brand on social media", an area Ecclestone previously feared to tread as he failed to see any monetary value.

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The American, who has returned to the United States to be closer to his family after the birth of his new-born son, is also credited with 'increasing materially' what are described as the "key metrics, from audience to transactions to revenue".

F1 has decided not to replace Arthofer but instead build on the platform he has created by diversifying his role in other areas within the business.

It will see F1TV and original content become part of media rights; esports, social media and editorial will now serve under marketing and communications, with licensing and digital advertising moving to the commercial partnerships team.

F1 chairman Chase Carey, who has worked alongside Arthofer for the last four years, said: "I want to thank Frank for his dedication and success in building and growing our digital platforms and licensing business.

"He joined us right at the start of our Formula 1 journey in 2017 and has been a big part of the team that has transformed Formula 1 into a leading global media and entertainment brand.

"Since Frank made his decision last year, he has been a great partner in helping me ensure a smooth transition of his business units, and I am confident that these areas will continue to thrive in their new homes within Formula 1.”

Reflecting on his time with F1, Arthofer said: “It’s been a great privilege to work on the transformation of the unique, world-class company that is Formula 1.

"Building the team and business from the ground up has been a professional challenge that I have relished and enjoyed from day one.

"I want to personally thank my staff at F1 for their constant focus on improvement, and Chase Carey and the team at Liberty Media for their enthusiastic support over the past four years.”