Stuart Morrison, communications director for the Haas Formula 1 Team and one of the key figures behind Formula 1\u2019s rise as a global entertainment powerhouse, spoke at the 2025 Digital Agenda Cyprus Summit about how technology has transformed the sport.<\/p>\n
Morrison, who has spent a decade with Haas and attended more than 200 Grands Prix, said his role centers on connecting every part of the organization, from drivers to marketing staff, and ensuring the team\u2019s message is clear and consistent.<\/p>\n
\u201cHaas may not be one of the biggest teams,\u201d he said, \u201cbut we stay competitive by knowing who we are and reaching the audience that fits that identity. My job is to inspire the people who speak on behalf of the team, to give them the energy and context they need to deliver the message.\u201d<\/p>\n
Liberty Media\u2019s game-changing influence
Morrison said a turning point for Formula 1 came in 2017, when Liberty Media took ownership and ushered in sweeping changes focused on transparency and fan engagement. The new approach allowed teams to film more freely, which \u201covernight filled the grids with cameras and photographers,\u201d he said.<\/p>\n
Liberty Media also leaned on technology to deepen the emotional connection between the sport and its fans, blending data, storytelling, and on-track drama.<\/p>\n
Morrison cited data showing how the sport has attracted broader audiences. In the first 12 races of the current season, of 3.5 million viewers, 36% were women and 44% were under 35.<\/p>\n
The \u201cNetflix Effect\u201d
Morrison also credited Netflix\u2019s Drive to Survive for helping to reshape public perception of Formula 1. He said Haas \u201copened its doors wide\u201d to the series\u2019 producers, giving them full access behind the scenes , a move that drew new fans and turned figures such as former team principal Guenther Steiner into household names.<\/p>\n
Formula 1 goes mainstream
A panel discussion followed, moderated by Digital Agenda founder Dimitris Lottides, featuring Morrison alongside professors Pieris Chourides and Dr. Waldemar Pfoertsch.<\/p>\n
Chourides said media communication must evolve quickly to meet the expectations of modern audiences and markets. \u201cWhat happens must reach the right people at the right time,\u201d he said.<\/p>\n
Pfoertsch praised Liberty Media\u2019s leadership, noting that Formula 1\u2019s new era is grounded in \u201ctrust and authenticity.\u201d<\/p>\n
\u201cChange in communication was essential,\u201d he said. \u201cThat transformation was clearly seen in Formula 1.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Stuart Morrison, communications director for the Haas Formula 1 Team and one of the key figures behind Formula…\n","protected":false},"author":2,"featured_media":188433,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[10521,82918,1687,372,6537,8541,101,82917,86,56,54,55],"class_list":["post-188432","post","type-post","status-publish","format-standard","has-post-thumbnail","category-f1","tag-cyprus","tag-digital-agenda-cyprus","tag-f1","tag-formula-1","tag-formula1","tag-grand-prix","tag-sports","tag-stuart-morrison","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/188432","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=188432"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/188432\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/188433"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=188432"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=188432"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=188432"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}