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formula One unveiled a new logo at the season-ending Abu Dhabi Grand Prix on Sunday as the first step in a rebranding of the U.S.-owned sport.

Managing director Sean Bratches said it reflected the “wider transformation taking place in Formula One” as owners Liberty Media sought to broaden the sport’s appeal and lead it into a digital future.

Formula One’s director of marketing Ellie Norman, who joined from Virgin Media in August, told Reuters the new logo derived from fan feedback and would be easier to work with on digital and mobile platforms.