New kid on the block

It seems more people than ever are gripped by Formula One. It’s been a season of thrills, high jinks, conspiracy and enigmatic new drivers whatever next! F1 is starting to captivate a wider audience, and why not, it has the excitement, the speed, the smell of burning rubber, and the glitz and glamour that puts it in a unique space within the sporting world.

This year Britain and F1 have found a new hero. Lewis Hamilton’s story appeals to both the working and middle classes - he has brought motor sport to the masses and like Tiger Woods did for golf, has nudged F1 from its elitist perch.

Yet F1 could do so much more; bring the brand up to date and inline with what’s going on in the wider world. Motor sport has a lot going for it, but needs to engage and capture a new audience while it still has a window of relevance.

What is the wider impact of the sport beyond the obvious? What message could it send out to the new generation, to the environment, to a street driver? Look at how FIFA have tackled kicking racism out of football and everyday life; what could F1’s message be to the world?

I can’t wait for the new season to start. Now imagine if the bosses at F1 started to dream in Technicolor? That would be interesting.

13 November 2007, posted by David Bruce