Formula 1 is now turning its focus to a more lucrative television rights deal in the United States. “We want to make the American market the most important one in the sport.”. F1’s commercial rights are owned by US-based Liberty Media, with its CEO Greg Maffei insisting that the next piece of the jigsaw puzzle will be an American driver. Domenicali agrees that an American driver is “very important” from a “commercial point of view”. Also important is a better television deal, as the current deal with Disney-owned ESPN is apparently not as lucrative as it might be. He confirmed that the next US TV deal is “likely to be at a much better price for us”.

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