Remember the pre-race driver interactions before lights out at the Miami Grand Prix? And, before that in Austin, Texas a few years back? Well, if rumours are to be believed, we could be seeing the cringey segment several more times over the course of the 2023 season. And, with overall fan reaction being relatively negative; we have to stop and ask, is F1 heading in the completely wrong direction?
It’s no secret that for years Formula One management (FOM) has had ambitions to crack America. And, since the introduction of the hit Netflix show “Drive to Survive” in 2019, the sport’s popularity has soared, especially in the United States. With this in mind, alongside the three US races that appear on the 2023 F1 calendar, Americanisms, such as “driver introductions,” are to be expected. But are the sport’s American bosses trying too hard to make the sport something that it’s not? F1’s heritage lies in Europe after all.
But interest in the sport’s history has become dire and there is a big danger brewing that long-term Formula One fans may start to feel alienated. Why? Because everything is being tailored to the newer fans. The ones who come from “Drive to Survive,” or the TikTok influencers with thousands of followers. We are no longer F1’s target audience. It’s all about the PR and marketing strategies that generate a large income.
However, as with everything, the current hype surrounding F1 simply won’t last forever. Fans may eventually move on and F1 will be back to square one. And, what about the long-term fans that have been chased away due to Liberty Media’s neglect? Dire times could be on the horizon. Of course, this is hypothetically saying.
We need to remember though that the sport is constantly evolving and changes are always welcome, but they need to be changes that will benefit the sport in the long term. Gimmicks like pre-race driver interactions and random sprint races are just not it. Even drivers themselves have spoken out against it.
So, what do F1 management need to do exactly? It’s pretty simple and it’s starts with listening to the F1 community. Whether you’re a team, driver or fan, the ignorance is evident. If anything, with the likes of social media, communication between sport and fan should be easier than ever. Look at how huge the Twitter and TikTok F1 fan bases have grown. But obviously, with a sarcastic tone, FOM know what’s best and it usually always includes a dollar sign.
I hate being so critical about the sport I love, but at times like these, it’s hard to hold back on my opinion. I don’t want to see F1 shoot itself in the foot because in my eyes that is where we are heading. Things need to change, and not in the way Liberty Media envisions. Unfortunately, I believe that they are heading in completely the wrong direction in improving F1 but until they realise this, we’re just going to have to sit back and watch it all unfold one cringe-worthy idea at a time.