Formula One has appointed Virgin Media advertising and sponsorship boss, Ellie Norman, as its new head of marketing.

Norman joins Formula One having spent five years at Virgin Media where she served as head of advertising, a role which was expanded to include the development and implementation of sponsorship across the business.

During her time at the telecoms giant Norman led the evolution of all Virgin Media brand campaigns including the Usain Bolt 9.58 second work.

She was also responsible for Virgin Media’s sponsorship transition away from the likes of V Festival to more strategic partnerships including Southampton Football Club, Bafta TV and EGX.

In addition to her work with Virgin Media, Norman held the role of communications manager at Honda Motor Europe where she led the communications strategy for 27 markets and had responsibility for pan-European advertising, media, digital and print.

“Ellie’s appointment represents the latest addition to our expanding management team, aimed at increasing engagement with Formula 1 fans globally,” said Sean Bratches, managing director of commercial operations at Formula One.

“Her previous experience across major automotive and media brands will help Ellie to drive Formula 1’s marketing strategy forward.

Norman added: “The commercial potential of the brand is enormous and I can’t wait to work with Sean and the growing Formula 1 team to unlock new opportunities to engage with Formula 1 fans around the world.”

Norman’s appointment follows on from the recent news that the sport’s new owners are planning to develop an owned online streaming platform as part of a wider evolution around its broadcast model.