The Business-Driven Career of James Warburton

James Warburton as Supercars CEO in 2-16

By Andrew Clarke

Date posted: 19 May 2025

James Warburton is one of the most influential media and sports executives in modern Australian business, and his return to Supercars is a clear statement from the sport about where it is headed… and where it wants to be.

A marketing strategist, television dealmaker and commercial fixer, Warburton’s track record spans some of Australia’s biggest media networks, and his impact on Supercars during his first spell at the helm was in the middle of a turbulent commercial period for sport and media in Australia.

Warburton began his professional journey in media sales and marketing in the 1990s, rising through the ranks of several agencies before establishing himself in the broadcast world. He played a significant role at Network Ten, where he was instrumental in developing key sporting rights deals, including the V8 Supercars television partnership and the launch of ONE HD, Australia’s first free-to-air sports-only channel.

As Chief Sales Officer and later Chief Digital and Commercial Officer at Ten, Warburton became a pivotal player in reshaping the network’s commercial and sponsorship strategies. His reputation as a sharp dealmaker led him to Seven West Media, where he was named CEO in 2012. The move was dramatic, announced just days after he had agreed to become CEO of Ten, a switch that resulted in legal battles and headlines. He was dismissed before taking up the role, but the events reinforced his notoriety as a high-profile operator in Australian media circles.

He joined V8 Supercars as CEO in May 2013, assuming a role that required commercial rejuvenation. The sport was under pressure: television ratings were flatlining, crowd numbers were inconsistent, and the introduction of Car of the Future had caused cost blowouts and uncertainty among teams. Warburton’s brief was clear—restore growth, modernise the series, and secure a more substantial media footprint.

Under his stewardship, Supercars underwent a series of transformations:

Broadcast Revamp: Warburton’s most significant legacy may be the groundbreaking broadcast deal signed in late 2014. The $241 million agreement with Fox Sports and Network Ten provided live coverage on pay-TV and free-to-air highlights, revolutionising how fans engaged with the sport. It shifted from the long-standing Seven Network partnership, introducing a new era of coverage depth, technical analysis, and platform diversity.
Rebranding to ‘Supercars’: One of Warburton’s first major branding moves was the shift from ‘V8 Supercars’ to ‘Supercars’ in 2016. This was a forward-looking decision aimed at accommodating engine diversity in the future, especially with Gen2 regulations encouraging turbocharged and non-V8 options. It reflected Warburton’s commercial pragmatism—future-proofing the category while maintaining brand strength.
Event Expansion and Innovation: Warburton led expansion into new markets with mixed results. He was responsible for initiating races in Kuala Lumpur and Newcastle, and oversaw the conversion of the Gold Coast 600 into a marquee entertainment event. Not all succeeded, KL fell over without a single angry being turned, but the Newcastle 500 proved to be a major success and only recently stopped.
Sponsorship and Commercial Growth: Corporate backing increased significantly during his reign, including naming rights deals with Virgin Australia and a revitalised partnership portfolio across key automotive and lifestyle brands.

Despite a lack of motorsport background, Warburton was known for making fast, hard decisions, often clashing with traditionalists. His style was divisive but effective. While purists criticised the increasing commercialisation and entertainment-first approach, the sport’s financials and visibility improved markedly.

In October 2017, he announced he would step down at the end of the season, closing out a transformative five-year tenure. In his departure statement, Warburton said: “I have loved every minute of my time at Supercars and the business is in a significantly stronger position across every metric than it was in 2013.”
More: Auto Action, October 2017

After a short stint with APN Outdoor, Warburton returned to the big leagues in 2019 as CEO of Seven West Media. He inherits a company facing revenue pressure and an ageing demographic base. He immediately launches a strategic review, slashes costs, restructures leadership, and targets digital growth.

James Warburton, Supercars CEO 2016. Image: Supplied

His biggest plays included:

Significant cuts to long-running programs, such as Sunday Night.
Shifting priorities to streaming and digital, helping grow 7plus and launching new digital-first content initiatives.
Sports strategy resets, including regaining cricket and AFL rights, while dealing with complex disputes over Olympic and horse racing coverage.

Warburton’s aggressive, hands-on approach earned him praise and pushback. However, the numbers improved, and he is credited with stabilising the business before stepping down in late 2023.

He left Seven in 2024 after five years of boardroom battles, cost reforms, and a reinvigorated digital direction.

After years of speculation about Supercars’ ownership structure, leadership churn, and broadcast confusion, James Warburton’s return as CEO in 2025 is more than just a leadership change—it’s a clear pivot back to a commercially focused strategy.

His comeback comes amid a critical moment for the sport:

TV ratings are again under pressure.
Manufacturer engagement is evolving, with Toyota entering the picture.
The championship has introduced a Finals system, echoing AFL/NFL models.
Teams and fans alike are frustrated by debates over parity and technical ambiguity.

Warburton returns as a familiar figure—strategic, ruthless, and focused on achieving outcomes. His previous track record in securing TV deals, rebranding, and event management makes him uniquely positioned to handle the sport’s immediate challenges.

As the rainmaker returns to motorsport’s top job, all eyes will be on whether he can once again reinvent Supercars—this time in a more complex digital and sporting landscape. The sport has changed, but so has Warburton.

Image: Supplied

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The Business-Driven Career of James Warburton

Under his stewardship, Supercars underwent a series of transformations:

His biggest plays included:

His comeback comes amid a critical moment for the sport:

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