Newsroom
Stuart Morrison, communications director for the Haas Formula 1 Team and one of the key figures behind Formula 1’s rise as a global entertainment powerhouse, spoke at the 2025 Digital Agenda Cyprus Summit about how technology has transformed the sport.
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’s message is clear and consistent.
“Haas may not be one of the biggest teams,” he said, “but 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.”
Liberty Media’s 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 “overnight filled the grids with cameras and photographers,” he said.
Liberty Media also leaned on technology to deepen the emotional connection between the sport and its fans, blending data, storytelling, and on-track drama.
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.
The “Netflix Effect”
Morrison also credited Netflix’s Drive to Survive for helping to reshape public perception of Formula 1. He said Haas “opened its doors wide” to the series’ 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.
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.
Chourides said media communication must evolve quickly to meet the expectations of modern audiences and markets. “What happens must reach the right people at the right time,” he said.
Pfoertsch praised Liberty Media’s leadership, noting that Formula 1’s new era is grounded in “trust and authenticity.”
“Change in communication was essential,” he said. “That transformation was clearly seen in Formula 1.”
