F1's 75 Event, DIY Iron Man, and Media Bias?!
Hi there! Welcome to Track Limits, a weekly F1 newsletter where we break down the major headlines and dive into the questions, trends, and topics that spark our collective curiosity. Nothing is off-topic and a little fun is always part of the mix!
Good Evening!! Well, that was certainly an interesting way to kick off the final three races of the season! While the race itself wasn’t particularly thrilling, Alpine’s engine failure, Tsunoda’s pitlane scare, Ferrari’s kerfuffle, and the Mercedes double podium provided just enough excitement to keep me engaged at 6 a.m.! Also, what better place to celebrate winning a 4th World Championship than Vegas - I can only imagine what went on once all the post-race media duties were wrapped up!!
The break, however, was far better at keeping us on the edge of our seats with the constant stream of breaking news. Audi confirmed Bortoleto will be their second driver for 2025. Alpine announced it will be using Mercedes engines from 2026 onwards. Niels Wittich, F1’s race director, was fired by the FIA. Monaco extended its contract until 2031 but will take on a new slot in the calendar, much like the Canadian Grand Prix. Liberty Media’s CEO, Greg Maffei, will be stepping down at the end of the year. And last but certainly not least: KitKat has become F1’s official chocolate bar, Condé Nast (home to GQ, Vogue, Wired, and more) is now F1’s new media partner and Lego’s Speed Champion collection will feature all 10 teams, and F1 Academy starting in 2025!!
The Las Vegas build-up was, by all standards, absolutely insane!! Not only was there no shortage of shenanigans leading up to the Sin City Grand Prix, but the actual weekend seemed like a whirlwind of events, activations, panels, parties, galas, and just over-the-top energy. It felt like every celebrity, athlete, and socialite with a free evening on their calendar decided that Vegas was the place to be and Formula 1 simply held the paddock door wide open!!
Honestly, I couldn’t tell if I was being sold the idea that it was a fun experience or if it truly was one! Either way, some aspects still seemed concerning - most sessions appeared to have relatively empty stands, and from what I could gather, only race day managed to sell out.
But first things first, we need to talk about Guanyu and Bottas announcing their departure from the Stake team. It’s disappointing for many reasons, mainly the loss of Bottas’ whimsical spirit in Formula 1. Aside from Leclerc and maybe Piastri, there’s no other driver on the grid so in tune with the fact that his quirkiness makes him relatable while also giving us endless moments of effortless joy!! After all, he created the masterpiece that is Uber Australia’s ad - do I even need to say more?!! This isn’t to downplay Guanyu’s impact or significance in F1, but I’ll save that discussion for the off-season.
Luckily, we can still enjoy Bottas’ fun antics, which were on full display during his “What’s Next” campaign. It included a DIY Iron Man - who even does that?! - a tattoo, and selling crewneck in a random Vegas parking lot to raise funds for families affected by sudden job loss. The fact that he can get people engaged with every wacky thing he does is a testament to the 180-degree shift in Bottas’ character arc and his growing appreciation within the F1 fandom.
Ok, let’s dive into all the shenanigans - though, due to the sheer volume, we’ll have to tackle the highlights and in almost telegram style!! The Ferrari boys attended the Gladiator II premiere in London. Dressed by Ferrari, they looked exquisite - except for those balloon-cut trousers! Seriously, who decided those were a good idea? I’m still looking for someone who can successfully pull them off, but if Leclerc can’t do it I don’t think anyone can!!! Meanwhile, Hamilton attended the Ridley Scott movie premiere in Los Angeles, and let’s just say he was far more impressive in the fashion department! Oh, and I almost forgot - Hamilton and Tyler the Creator collaborated on a capsule collection inspired by motocross and “garage attire.” It’s easily in my top five collections this season!
Speaking of movies, Brad Pitt continued filming the F1 movie between free practice sessions. I’m not sure what the plot is, but the videos fans shared on social media showed the actor “passing out” on track - odd, to say the least! Also, with a summer 2025 release date, shouldn’t they have wrapped up filming by now?
Russell’s girlfriend, Carmen Montero Mundt, released an e-book in collaboration with Female Invest - a platform dedicated to financial education for women. I haven’t gotten my hands on a copy yet, but the marketing gave me the ick. Maybe it’s the finance influencer vibe, the mandatory subscription tied to it, or something else entirely. Either way, as soon as I get a chance to read it, I’ll let you know!!
Sargeant tested with IndyCar, which feels like a logical next step for the American driver. Meanwhile, Ferrari hosted a farewell dinner for Sainz - talk about awkward! Piastri sent Norris a cute birthday message, cheekily reminding him he’s still older than the Aussie - a classic younger sibling move if you ask me. Verstappen played chess with an older lady - no one knows why, but a new meme was born! - and he got a new cat named Donatello. Tsunoda discovered wakeboarding, as if he needed another dangerous hobby!! The Williams duo spent an afternoon with the Vegas Golden Knights, delivering the chaos we’ve come to expect. Alpine dropped an Ocean’s 11-inspired short video featuring Gasly “training” in a hotel tub and the now-iconic Francis, one of the team’s garage technicians. And last but certainly not least, Vcarb Racing Bulls managed to get Wolff to do an Elvis impression - and it’s every bit as hilarious as you’d imagine!!
Ohh!! And if you haven’t seen it yet, you need to check out the video of the drivers being blown away by magician Shin Lin. It’s fascinating to watch how each driver reacts differently to having no idea what the f* just happened!!
F1’s 75 Live Event
For months, rumors had been circulating that Formula 1 was planning a major event to kick off the 2025 season. Not only would it celebrate 75 years of the sport, but it would also mark the official start of what looks to be one of the most prominent and commercially significant years in Formula One.
When the official announcement was made during the break, initial reactions were mixed - not only among fans. Despite this, people eagerly lined up for tickets, which turned out to be harder to secure than anticipated. The O2 Arena sold out within hours, with many tickets reappearing on resale sites at triple the original price - though F1 quickly clarified that these wouldn’t be valid.
WHY IT MATTERS:
Over the years, Formula One car launches transformed from technical presentations into high-profile productions, where branding is as important as the cars themselves.
For most teams, this event is their once-a-year opportunity to take center stage and communicate their identity, values, and brand narrative - bringing together who they are, why they race, and what their vision is for the future. It’s a critical moment, not only to fulfill partner requirements but also to engage and attract new stakeholders - whether they be fans, investors, sponsors, or partners - for the upcoming season. This is one of the key reasons so many new sponsor and partner deals are announced between launch season and testing.
Until now, however, Formula 1 has lacked its own moment to create an overarching narrative around the sport and the upcoming season. While the Las Vegas Grand Prix may be considered F1's flagship event due to its high profile, it falls short in providing FOM with a meaningful platform to reinforce its brand identity and positioning, or to connect with all of its different stakeholders.
As such, while F1 75 Live is marketed as a fan-centric event, it’s more likely to be Formula 1’s first real attempt to present itself on a global stage. By tapping into the potential of an entertainment format similar to the NFL’s Super Bowl or an Olympic Games opening ceremony, F1 is looking to positioning itself as a sport powerhouse with pop culture relevance, vast reach, and unparalleled commercial opportunities.
But interestingly, while Formula 1 may have conceptualized the F1 75 Live event to meet its own ambitions and keep up with the ever-changing sports landscape, there’s a good chance that global partners like LVMH, Condé Nast, and Qatar Airways will benefit the most from it.
Without any additional investment, these global partners will gain massive exposure, secure their place in the sport’s legacy, and foster emotional connections with a highly engaged consumer base - all in one evening. It's an incredible opportunity, one that LVMH, for example, has capitalized on before by integrating several of their brands into this year’s Olympic Games opening ceremony. This, however, didn't sit well with some of their fellow global partners or viewers.
While Formula One fans are accustomed to product placement and branded moments - think of the trophies, the watches drivers wear during interviews, or the Pirelli tires awarded for pole position - there's a point to be made about the impact of an overly aggressive sponsorship strategy a deep-pocketed conglomerate like LVMH may want to pursue during the F1 75 Live event.
With ambiguity surrounding what the event will actually entail and how teams, drivers, and even fans will be involved. Having a sponsor take center stage could be off-putting to many, deepen the economic disparities some fans already feel - especially if they are luxury brands - and pose a significant challenge for teams and broadcasters in attracting their own sponsors and partners.
Despite these issues, the F1 75 Live event has immense potential to redefine how Formula 1 engages with its stakeholders, celebrates its legacy, and asserts its place in the global sports and entertainment landscape. The main challenge for FOM, however, will be striking a balance between creating a meaningful, inclusive, and exciting show while avoiding an overbearing presence of sponsors as well as celebrities and influencers. This doesn't mean excluding them entirely, as they do serve a purpose, but ensuring their involvement enhances rather than detracts from the event's core appeal.
Ultimately, how this is managed will likely determine whether the event becomes a defining milestone or a misstep in Formula 1's evolution.
Media Bias?
The issue of media bias has been a recurring topic for everyone from drivers and teams to fans, and even the FIA president. While it’s not a new concern, it has certainly gained traction this season, culminating in Verstappen’s sassy remarks directed at the British press after his win at the Brazilian Grand Prix.
However, unlike in previous instances, some figures within the media have chosen to engage in the conversation, offering their perspectives on the matter.
ZOOMING OUT:
The media landscape has undergone profound changes over the past couple of decades. While some of these have been positive, the prevailing culture has often left much to be desired. Divisiveness, rage-mongering, selective outrage, and a lack of contextualization and curiosity have plagued not only hard news, such as politics but have spilled over into sports media as well.
As such, it's no surprise that many view the media as biased, including in motorsport, contributing to a generalised erosion of trust. The fact is, that if we look at F1 media coverage, we’ve seen our fair share of skewed narratives, selective reporting, lackluster commentary, questionable analysis, and sensationalist headlines.
While several structural issues within the global ecosystem, such as outdated business models, severe financial struggles, homogenization of coverage, and the democratization of media driven by the rise of social media, have been identified as key drivers for the increased perception of bias. Several additional elements specific to sports - and F1 in particular - have also contributed to this phenomenon.
The most notable factor is that the British press exerts significant influence in F1’s media landscape. Although understandable, given that Motorsport Valley is located in the U.K. and the championship originated there. It grants them the unusual ability to shape major narratives in the sport, often exhibiting a tendency toward favorable bias for their national drivers and teams. Additionally, like most of sports media, journalists, pundits, and presenters are overwhelmingly caucasian, male, and older. This homogeneity, coupled with the numerous conflicts of interest within the sport that extend to the media - such as individuals having previous ties to F1, teams and the FIA, or the unusually close relationships between the press, teams and even sponsors- creates the perfect cocktail for both conscious and unconscious bias.
But despite bias being often portrayed as the antithesis of journalism, is that always the case? It’s one thing to fuel divisiveness among fans, but quite another to take advantage of the wide range of journalistic genres. News stories are crucial for presenting facts and providing objective context for an event. However, columns, op-eds, reviews, and editorials, for example, fall under the opinion side of journalism, where bias is not only expected but often the reason people engage with them. These pieces entertain, explore specific points of view, offer unique insights, and prompt reflection on how we feel about certain issues. There’s nothing inherently wrong with this, and sport commentary and punditry, for example, fall within this realm of journalism.
The problem arises when the audience is either unaware of or unable to differentiate between these formats and when this type of content only caters to one point of view.
While consumers bear the responsibility to approach information with a critical mindset and seek out diverse sources, the media also has a responsibility. Not only should it equip audiences with the tools to recognize different journalistic formats, but it must also ensure that diverse perspectives and voices within opinion-based sport journalism become the norm, not the exception.
Which, by the way, is a crucial step for traditional media outlets to build resilience, improve credibility, and reinforce their relevance amidst ever-changing audiences and the “creator-ification” of journalism.
Interestingly, this conversation isn't limited to Formula One, it's also taking place in other sports, such as football. They as well are grappling with how to balance the engagement and viewership that inflammatory and biased content generates, with the need to enrich the sport’s narrative in a way that doesn't undermine their reputation and long-term relationship with an increasingly diverse and global fanbase.
This week’s recommended content!!
🗞 READ
Formula 1’s Top Fashion Sponsorships for 2024 | My 13 years in F1 — from Bernie Ecclestone to the demise of ‘grid girls’ | Zhou Guanyu’s Emblematic Rise on the Formula 1 Fashion Scene | The Futuristic Tech that Lets F1’s Las Vegas GP Generate its Own Water | The F1 driver who takes every opening he sees | New Diversity and Inclusion charter agreed by all 10 F1 teams, Formula 1, and the FIA | The Other Guy | With F1 Academy seat in 2025, Alba Hurup Larsen’s swift motorsports ascent continues
🎧 LISTEN
Local impact - The multimillion-dollar payoff to hosting an F1 Grand Prix | Road to Franco - From Argentina to Brazil to meet Franco Colapinto ft. Alex Pelao | Toto Wolff-My Untold Story of Traumatic Childhood, F1 Dominance & Hamilton Relationship | F1 Drivers vs NASCAR Challenge | Ferrari Meets Gladiator: Sainz and Leclerc Challenges with Paul Mescal | Team Torque: Franco Teaches Alex Argentinian Slang | Martin Brundle reveals all about the gridwalk | What Happens On The Pit Wall At An F1 Race? | Max Verstappen's First Interview As A Four-Time World Champion
Photo Credit: Red Bull Racing