If I Ran F1: Pilar Celebrovsky

Mexican Grand Prix 2017

Formula 1 is one of the few sports that travels around the whole world and gets millions of viewers. However, in the last decade the competition seems to have lost its romanticism, all stuck in a specific stagnation. Pilar Celebrovsky gives us her take on what she’d change in the sport if she ran it.  

Notorious visibility

The sport obviously needs to be more visible, not only to the fans but also to its potential public. In order to do so, teams should develop a bidirectional communication strategy in the digital world without forgetting the offline approach.

That implies working side by side with media and drivers so the public would receive more information regarding Formula 1. Same focus should follow the organisation as well, making the most of its events, as it did during the event held in London which was an enormous success. Completely the opposite was the FIA prize-giving, a wasted opportunity to be more notorious. Compare such an event with the Ballon d’Or ceremony: everybody follows it even when the winner is already known.

Charisma boost

The heroes of Formula 1 are the drivers, the human beings thousands of people sympathise and identify with. Hence the importance of showing their human side. Lewis Hamilton knows how to do it and the level of connection he has with his fans proves it all. That is the reason the four-time World Champion is the most famous person in Formula 1 according to the World of Fame register created by ESPN. Still, Lewis is only in the 84th position of this power list.

Fans want to know about what the drivers do when they step out of the car and we all know a Formula 1 driver’s day is much more than driving. At the same time, this is a good opportunity to show the world what is behind the luxurious curtains of Formula 1.

Spectacle magic

People get excited with football or basketball because, usually, the distance between the loser and the winner is tight. And that ingredient is vital between turning on the TV or turning it off. Last year’s Formula 1 battle didn’t do any favours to the competition, we already knew the winning car. This year the things were still interesting after the summer break, leaving the last part of the season with little or no interest at all. Liberty Media, the regulatory body need to work with the teams to get an agreement in terms of having a more matched grid if they really want the competition to last long.

With Ferrari, Red Bull and Mercedes threatening to leave the sport if new rules are not of their interest, Formula 1 is facing a crucial period in which fundamental decisions can be made, such as a more flexible regulation, a real commitment from teams with their Junior Programmes in order to avoid the “pay drivers” that add nothing to the sport. Reviewing the approach of the television rights would be in the list too, so following the sport would be suitable for all pockets. And, of course, getting rid of the ugly halo would be a step forward.

Ultimately, Formula 1 must understand that the more engaged audiences they have the more interested businesspeople will be. This is a cause-effect clause that may lead to a rise in sponsors, brands and new circuits willing to be part of the Formula 1 world.

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