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Carey: Signing new sponsors 'harder' than expected

Formula One chief executive Chase Carey says that finding new corporate sponsors for the sport has proved to be "slower and harder" than expected. But he insists that interest in the championship is growing as Liberty Media works hard to grow F1's global profile with significant investment in promotion and digital media. "This is a unique sport, with passionate fans,”, Carey said this week. “It is sport that differentiates itself from other sports, given its marriage to technology and the nature and global aspect of the sport. “In a world increasingly commoditised and fragmented, events that rise above are increasingly valued," he added. FIA president Todt wants...
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