Liberty Media continues to make an off-track impact the way that Formula 1 conducts its commercial and activation programs and young Australian Sam Power is right among the action.
Hanging up his driving suit (for now) to take up an offer to join the F1 circus last year, Power is at the coalface for the world’s number one motorsport category, working in the corporate sector of the business.
Starting his motorsport career late at the age of 20, Power finished third in the 2013 Australian Formula Ford Championship before progressing to Porsche Carrera Cup Australia and eventually the Porsche Mobil 1 Supercup in Europe in 2015.
Like many before him, Power’s ability to make on-track progress was limited by budget and mid-way through last year he had to make some hard decisions about his future.
While the majority of his work is behind the scenes, Power made his first real public appearance in F1 colours when he announced the podium on international TV at Baku in Azerbaijan last month.
The London-based South Australian has no doubt that Liberty Media are taking the sport in the right direction.
“It is hugely positive,” Power told Speedcafe.com when asked about the Liberty Media influence.
“They (Liberty) are doing a lot of work.
“They cannot change too much on the motorsport rules side, but what they can do is create more opportunity for fans and commercial partners and help them get more value for money and really align the two to create a win-win.
“Credit goes to the previous administration in Bernie (Ecclestone), his primary goal was to make money for a majority shareholder and he did that significantly well.
“He (Ecclestone) has been able to set up a platform which we can wholeheartedly capitalise on.
“Liberty have some amazing connections in America obviously and they are doing a lot of work to promote that.
“There is the Asian expansion in motorsport which you are seeing as well and obviously you need to make sure you look after the historical races in the European season in particular.
“They are really taking a wide and considered approach to all the grand prix and trying to do whatever they can to maximise it for the fans and everyone who comes to the event.”
Power works directly with Do & Co catering department on the Paddock Club side and also answers to Kate Bevan, who is the Global Hospitality Head for F1.
“I wear a lot of hats at the moment,”said Power.
“Essentially it is about getting the guests involved with the sport and educating them and immersing them so they can understand it better.
“I do a lot scheduling and administration work and that means that I have to liaise with a lot of different people, whether that is track staff on the engineering side or people co-ordinating guests.
“I work with all the global partners like Rolex, Heineken and Emirates and all the teams as well.
“After the event there is a lot of post-race report work to work out what we can do better and continually improve.”
Power has obviously identified an enormous opportunity with the significant changes in the world of F1 and he admits that sometimes he has to pinch himself.
“It is a high honour and privilege to have the job I have,” said Power.
“If you had asked me 10 years ago, would I be working in Formula 1, I would have laughed at you for a very long time.
“For me, the privilege lies in working with good and seriously motivated people.
“For the last seven weeks I don’t think I have done any less than 80 or 100 hours a week and you can’t complain because everyone is doing as much or more.
“It is a phenomenal atmosphere to be involved in and it really lifts you.
“And that’s not dissimilar to being involved in a good motor racing team. You always have to look after the boys and the mechanics who put in some insane hours sometimes.
“I think I learned a lot from being in that atmosphere – when the going gets tough, the tough get going.”
And what about the chance of seeing or hearing him on the podium in coming events?
“I got the call about 30 minutes before the (Baku) grand prix and someone said we need you in the office,” said Power of his first Podium MC gig.
“I was handed a piece of paper which was basically the run down for the MC job on the podium
“It worked out a dream, especially with Daniel (Ricciardo) on the podium and me being able to announce him was huge honour.
“I have a lot of respect and time for Dan. He is a brilliant ambassador for the sport and for Australia.
“The podium gig was huge privilege. Will I do it again? I guess we will wait and see.”
Discussion about this post