The future of the Chinese Grand Prix appears to have received a boost after Formula One signed a strategic partnership agreement with marketing company Lagardere Sport and Entertainment.
In a bid to increase its profile and capitalise on the growing interest in F1 in China, Liberty Media has completed the deal with the aim of helping to grow the country's F1 audience by increasing the entertainment factor at the grand prix. Lagardere was founded in 1992 and has already played an important role in promoting Asian Football Confederation events in China.
F1's managing director of commercial operations, Sean Bratches, was keen to make the deal happen as he believes the profitable Asian market is a key area in the sport's future expansion.