F1: Series hires Isabelle Stewart for new Head of Original Content role

F1 has created a new executive position, Head of Original Content, and hired entertainment industry vet Isabelle Stewart from Amazon to fill it, as the series tries to capitalize on the media sector and Hollywood’s growing interest in the sport, reports Adam Stern of Sports Business Journal

Stewart, who formerly worked at Amazon’s Audible subsidiary, will be charged with striking partnerships with content creators to give F1 more opportunities, exposure and revenue in the media realm. It was unclear whether Stewart’s time will mainly be spent working with traditional and independent movie studios, new-age content creators on social media platforms, or a combination of the two.

However, F1 is seeing notable interest right now from media companies and this move signals that it is preparing to pour new resources into growing its brand in the entertainment realm. Stewart, who is based in London, also had prior roles at Universal Pictures International, Focus Features and Studiocanal.