American media conglomerate controlled by John Malone, and the parent company of Formula 1 since its 2017 acquisition. Liberty's reinvention of F1 — leaning into social media, Drive to Survive, and younger-audience storytelling — is one of the more instructive modern case studies in how a tired IP can be repositioned through distribution and narrative rather than product changes. A useful reference for any founder thinking about how brand and media strategy can multiply an otherwise-mature asset.