F1: Formula One Group entrusts Lagardère Sports with its search for strategic partners in China

The sports marketing agency Lagardère Sports has signed a partnership with Formula One Group, the American holding company of Formula 1, on 06/07/2017. Lagardère Sports will be responsible for the search and signing of "strategic partnerships in China" for the Formula One Group, starting from 2018.

"Lagardère Sports will use its vast network, expertise, and market knowledge in the country to identify and secure strategic partners for Formula 1 in areas including event promotion, media rights, digital and brand partnerships, merchandising, talent development, and racing team development," said Lagardère Sports on 06/07/2017.

"We’re delighted to be working with Lagardère Sports, whose knowledge of the market in China will help establish long-term benefits for all our partners and brands that we work with," said Sean Bratches, managing director of commercial operation at Formula One Group, on 06/07/2017.

F1 has welcomed more than 8.8 million fans for the races during each weekend, since 2004, in Malaysia, China, Singapore, and Japan, according to Sean Bratches.

"We will work with…