F1 CEO says drivers are its 'protagonists' and drama is good for business

Formula 1 CEO Stefano Domenicali said drivers are the "protagonists" of the sport.

Formula 1 via Getty Images

• Formula 1 is trying to expand its US audience, and that means promoting its "protagonists."
• The CEO said "sporting drama" helps keep audiences engaged.
• He said F1 needs to appeal to a "wide portfolio" of viewers, including those interested in the lifestyle.

Formula 1 CEO Stefano Domenicali is on a mission to expand the company's global footprint and grow its US audience ...