The WAG Shame Game, Rookie Troublemakers, and F1's Experience Era!!
Hi there! Welcome to Track Limits, a weekly newsletter where we break down the biggest headlines in F1 and explore the questions, topics, and trends that are shaping the sport. Nothing is off-topic and a little fun is always part of the mix!!
Good afternoon!! Let’s be real, the Japanese Grand Prix could’ve been an email, and not a single soul would’ve complained!! Was it the newly paved track? Did Pirelli choose the wrong tire compounds? Is an April race not delivering the mixed conditions Suzuka needs? Honestly, I don’t know what the exact reason is.
What I do know is that Verstappen continues to make the impossible possible by putting the RB21 on the podium. McLaren, on the other hand, needs to improve their strategy so a front-row start isn’t the only way they win races. Several of the rookies are thriving — Antonelli, Hadjar, and Bearman in particular — while many of the midfield teams are oddly struggling. And as expected, the Japanese fans showed up in full force, bringing with them some amazing looks, which, honestly, was the only thing that made Suzuka feel somewhat worthwhile this season!!
Before we dive into today’s issue a quick heads-up: I'll be out of town next week, so there won't be an issue after the Bahrain Grand Prix.
So, I’ve noticed that this part of the newsletter can get a bit long sometimes. Honestly, some weekends just bring out the best (or worst) in me — depending on how you look at it!! — and I can’t help but go over every single weird, fun, and infuriating off-track shenanigan. But I’ve been wondering if there’s a better way to organize it all. As such, and in the spirit of trying something new, this week’s shenanigans come in the form of a Top 5 of the most noteworthy off-track happenings!!
5. Games Games Games!! I don’t know if you've noticed, but our feed is getting flooded with teams and drivers playing all kinds of games. From F1’s Grill the Grid, TikTok Games and those newlywed-style games, to Hamilton taking his new Ferrari team bowling and drivers trying out local games. While most of the time these videos are able to get a laugh out of me, I’m starting to wonder if it’s getting a bit too repetitive.
I seems I’m not alone in this, as some drivers have been pretty vocal about being fed up with all the media duties — not just the games part!! Verstappen even said he couldn’t care less about Grill the Grid and yes, like all of you, I clutched my pearls in horror!!
So, what could they do instead? How about a weekly dinner party with questions — Stanley Tucci style? Maybe just film the FIA drivers’ meeting and call it a day? Or have them do a lap in a lower-ranked competitor's car each weekend to stop them from complaining about their own?! Better yet, each race week, they could go on a "playdate" with another driver and do whatever activity they want, the only condition is that it has to be filmed!!
4. The Cycling Obsession I’ve been talking about F1's cycling obsession for months now, and I’m glad F1's social media team has finally caught on. I’m all for riding my bike like anyone else, but these drivers take it to a whole new level!!
Personalized lycra, custom bikes, and hours of cycling each week — it has become serious business!! And it seems like Sainz and Bottas are real cycling enthusiasts. Bottas has competed in international events, and Sainz’s entourage could easily pass for a Tour de France team!!
Quick side note. If you haven’t seen the Tour de France, you have to watch it this summer or at least the Netflix show about it — it’s one of the most insane sporting events I’ve ever seen. Riders go across France for 23 days with just two rest days, covering around 3,500 km in the scorching summer heat. Talk about crazy people!!!
Honestly, I think it would be fun to capitalize on this cycling craze and have an F1 Tour de World competition where each team has eight people cycling around different tracks for a certain number of laps. Whoever wins the most stages — a.k.a. circuits — wins the championship. Oh, and it has to be a televised event — of course!!
3. Albonmania You know the saying, “Everyone is a Ferrari fan, even when they aren’t a Ferrari fan.” I think the same applies to Albon!! He’s got that quintessential nice guy energy — so much so that drivers, fans and even the press can’t get enough of the Thai-British driver.
This irresistible likeability was on full display during the mini-break. He got a massive reception at a fan meeting in Bangkok, met with the Thai Prime Minister – which is probably connected to the country’s hopes of hosting a Grand Prix – and even visited his grandparents, where he signed posters for them in Thai and got roasted by his cousin for struggling — peak cousin behavior!!!
He also played Japanese food bingo with his girlfriend during his stay in the country — love that idea and I’m definitely stealing it for my next trip — and had some classic banter with Russell over his Bottega Veneta backpack – not gonna lie, I don’t see the appeal of the bag, but you do you Albon!!
All in all, Albon really seems to be paving the way for nice guys in Formula One — proving that kindness doesn’t make you any less of a competitor. I know, shocking!! And honestly? I’m starting to see rookies like Hadjar and Bearman follow in his footsteps.
2. Rookie Troublemakers After the roundtable, it became pretty obvious that this rookie class has a few troublemakers!! And turns out, we were right. Antonelli — who, by the way, is still in school!! Yeah, you read that right! — casually dropped that he and Bearman stole his trainer’s credit card and went on an online shopping spree.
What did they buy, you ask? No idea — Antonelli was smart enough to keep that part to himself. But considering we’re talking about an 18 and 19-year-old duo, I can only imagine!!
While I’m all for a cheeky prank, and honestly, I kind of love that they’re unhinged enough to share this story with the world. Maybe — just maybe — they should keep some of this stuff to themselves. Especially Antonelli, who’s the shiny new face of Mercedes. And I don’t think they’d love having “stolen credit card” floating around next to their brand name in the press. Just a hunch!!
1. F1’s It Girl Strikes Again!! I think by now it’s safe to say that everyone in and around F1 knows who the designated It Girl of this era is: Alexandra Saint Mleux — Leclerc’s partner. She might come across as soft-spoken and shy, but that hasn’t stopped her from being everywhere. From starring in Rhode’s Fall 2024 campaign to a recurring partnership with Meshki – the Aussie fashion brand – to becoming the face of Nina Ricci. We cannot seem to get enough of this 22-year-old art coordinator!!
Why do I bring up her job in arts, you ask?! Well, after spending the weekend in Shanghai for the Grand Prix, it turns out she also made an appearance at Hong Kong Art Basel — the international art fair — and was even invited to moderate a conversation with Singaporean artist Robert Zhao.
She looked stunning - as expected!! – but what really caught my eye was the art she chose to highlight on her Instagram weekend dump. From what I can tell, she’s drawn to modern, colorful, and abstract pieces — which is interesting because it’s basically the opposite of Leclerc’s taste!! Have you seen that terrifying picture in his living room?! Either way, Saint Mleux seems to be firmly on the rise — and I’m not mad about it. At all!!
Honorable Mentions!! Stroll has a new TikTok account and whoever is managing it understands the Canadian and his fandom to a tee. Guanyu shot the most amazing Harper Bazar cover— it’s actually art!! Apparently there’s a team principal WhatsApp group — honestly, I’d pay good money to be added to that, just to eavesdrop and hope Vasseur talks about Charlo and Lulu!! The Rolex Monte Carlo Masters was this weekend, and we got a peek at Piquet’s baby bump. And before the Russell/Einhell ad dropped, which is a masterpiece in dry humor and matching a drivers vibe, Bottas stole the show with the content of the week — his rollercoaster video!! Honestly, Mercedes should keep him around for his driving and his content-creation skills!! And as usual, we got another goofy winner picture with the Louis Vuitton trophy case — I will die on this hill but please can someone just change the setup and the copy!!!!
Ok, that didn’t exactly solve the length issue, did it?! Anyway, let me know if you prefer this format or the original one.
The F1 Experience Era
Last week Liberty Media had its pre-launch event of the Grand Prix Plaza – an immersive fan experience in the Las Vegas Grand Prix pit building. The official opening is in May and it will offer three types of experiences to the general public: F1 Drive (karting), F1 Hub (Sims, lounge, and F1 Flagship store) and F1 X (Exhibition of F1 artifacts).
This is Formula One’s latest venture into experiential marketing, following the launch of the first F1 Arcade in 2022, the debut of the F1 Exhibition in 2023, and the opening of F1 Drive’s first venue at the Tottenham Hotspur Stadium in 2024.
THE REASONING:
In today’s attention economy — where advertising aversion is rising and attention spans are shrinking — capturing and holding people’s interest has become one of the most pressing challenges for brands and businesses. This is why strategies like experiential marketing, which invites people to engage with brands through real-world, immersive experiences, have surged in popularity.
Though far from a new concept, experiential marketing has proven to be one of the most effective ways to foster emotional connections, build brand loyalty, and stand out in a crowded marketplace — particularly among younger consumers.
Sport naturally lends itself to experiential marketing. Fan zones, for example, have long served as the playground for brands to create memorable interactions with customers. However, Formula One is somewhat unique in that the championship itself has recognized the need to implement this strategy.
Unlike football or tennis fans — who can kick a ball around or play a few sets — Formula One fans can’t simply hop into a single-seater and race around a circuit. Participation in junior motorsport categories remains relatively niche and is often geographically limited, making it difficult for fans across the globe to connect with local racing communities. To complicate things further, Formula One isn’t technically a sport in the traditional sense — it’s a championship, restricted to a calendar of just 24 races per year. Which makes access to these events both logistically limited and financially out of reach for most fans.
As a result, the number of fans who are able to experience Formula One in person is shockingly low. In 2024, just 6.5 million people attended a Grand Prix. In a global fanbase estimated at 826.5 million, that represents less than 1%. Even with expanded capacity at certain circuits and some efforts to make tickets more affordable, it remains highly unlikely that the average F1 fan will ever attend a race in real life. This limitation would be concerning under any circumstance — but it becomes especially urgent when considering the demographic shift in F1’s fanbase, where 42% of fans are now under the age of 35.
Millennials and Zoomers — those between 14 and 44 years old — are known for valuing in-person experiences and viewing sports as a communal activity that allows them to socialize, connect and be entertained. For them, passive spectatorship isn't enough. As such, offering immersive, real-world alternatives to the live races has become a fundamental part of Formula One’s fan engagement strategy.
It’s why F1 has made meaningful investments in ventures like the F1 Exhibition, F1 Arcade, and F1 Drive. It also explains why teams like Williams and drivers like Albon and Ricciardo have leaned into fan-facing events, from meet-and-greets to pop-up stores in cities that don’t even host Grands Prix. These initiatives bring the race week experience beyond the confines of the circuit, lowering the cost barrier and allowing more fans to see, touch, and feel what Formula One is all about.
All this means that off-track experiences have evolved from clever marketing “stunts” into essential pillars of Formula One’s growth strategy. In a sport where direct access is inherently restricted, these immersive, physical touchpoints close the gap between digital fandom and an actual Grand Prix experience. By doing so, they not only deepen fan engagement and strengthen community connections but also offer Formula One’s commercial rights holder new ways to diversify revenue streams and enhance fan loyalty and customer retention.
As such, venues like the Grand Prix Plaza aren’t just about offering fun experiences to fans — they are about securing F1’s long-term viability and future.
The WAG Shame Game
Drivers’ comment sections on social media have become a hostile space — not just due to fan infighting, but the growing wave of hateful attacks aimed at drivers and their partners.
This was on full display during Quadrant’s new collection launch — Norris’ lifestyle brand — just days before the Japanese Grand Prix. The brand’s social media accounts were flooded with comments targeting Norris and his rumored girlfriend, accusing her of being in it for PR, and him of using the “secret relationship” to stir up drama and boost engagement.
While this kind of behavior isn’t new, the way girlfriends are increasingly becoming the primary targets feels unprecedented in Formula One — at least at this scale.
ZOOMING OUT:
In 1998, a then 24-year-old Monica Lewinsky sat at the eye of a media storm. She was mocked, shamed, and ridiculed— not just by tabloids or late-night hosts, but by the public at large. What began as a political scandal involving an inappropriate relationship between the President of the United States and a White House intern quickly evolved into a global humiliation campaign, portraying her as the sole villain and costing her reputation.
More than two decades later, we’ve grown more aware of the misogyny of it all, gained a deeper understanding of power dynamics — not just in the workplace but also between the media and public figures — and recognized the complexity of parasocial relationships in the age of social media. And yet, when we look around today, it’s hard not to see traces of those same patterns emerging once again. Now, however, it’s often young women dating athletes who become the targets.
Most sports — and Formula One in particular — have long operated as tightly controlled worlds, shaped by the carefully curated narratives teams and drivers choose to share. But the rise of social media, combined with the fact that many athletes have stepped into the role of influencer and content creator, has changed this completely. Every post, video and small insight into their lives has now become fair game for public scrutiny. And when a girlfriend enters the picture — especially one with a platform, or even just a personality — things can get ugly very fast.
Over the past year, one young woman in the paddock has become the most frequent target of this kind of behavior. She’s the subject of unsubstantiated rumors, viral content dissecting her dating life and constant nitpicking of her appearance and behavior. Her body, her past, and her relationships have become public property dissected to the utmost limit and used to shame her.
The message is clear: if you date an athlete, you're expected to conform to a specific version of femininity — and it’s matching appearance — and behave in ways deemed appropriate of the “opportunity” of being in his life. Any deviation becomes a justification for relentless judgment, and in some corners of sport fandoms, it leads to actual harmful actions. Be it coordinated efforts to ruin their reputation, create a hostile online environment or hurt their ability to take advantage of professional opportunities.
All of this is happening in F1 while the FIA and teams publicly champion their #UnitedAgainstOnlineAbuse campaign. Sure, the mission behind the initiative is important, and the recent findings highlight a troubling rise in online abuse in the sport, with nearly half of it classified as misogynistic. However, their strategy for addressing the problem remains unclear. What mechanisms are in place to protect the people caught in the crossfire? And who is holding fans — or anyone else — accountable when clear lines are crossed?
What’s especially fascinating is that when it comes to targeting drivers’ girlfriends, the behavior mostly comes from other women. It’s tempting to classify it as “fangirl culture” gone too far — and in some instances, that’s absolutely the case. You can see it in the intense attachments some female fans have formed with their favorite drivers, and in the way they feel entitled to a personal connection, even going as far as to display a sense of ownership over the athlete.
However, this is an easy way out that overlooks the deeper, more complex issues at play. Perhaps it’s not just about one woman or one group of fans, but rather about the broader pattern of how society continues to fail women — particularly young women — when they step into or are thrown into the spotlight.
People are allowed to have opinions and be curious about others — after all, fandoms thrive on emotion, participation, and a genuine interest in people and stories. But it becomes troubling when fandom is used to perpetuate the belief that a woman's worth is defined by her appearance or dating life, a standard not applied to men. Or similarly, the idea that a woman’s reputation is fixed and binary — a notion rarely true for men, who are granted the privilege to grow, change, and reclaim their narratives.
While these behaviors and beliefs certainly don’t represent the entire Formula One fandom, it’s worth asking: What role do we play in all this? Are we absentmindedly consuming media and engaging with the sport, allowing a small group of fans to misrepresent the broader fandom and reinforce a culture that upholds unrealistic and unequal standards for women? Or are we actively participating in creating a safer and more equitable sport?
Unfortunately, there’s no easy fix to any of this. Misogyny doesn’t disappear with a hashtag campaign, and toxic parasocial dynamics don’t vanish just because we point them out. But we can — as members of this sports ecosystem — acknowledge that these women, like everyone else, are complex, multidimensional, and their lives are full of nuance. And remind ourselves that being in the public eye is challenging —and extend a bit more kindness and compassion their way.
Not everything demands our input, and sometimes the most radical thing we can do is mind our business. Maybe the real scandal isn’t someone’s dating history or cheeky Instagram feed — but how quickly we’re willing to turn a young woman’s life into an opportunity for public shaming and humiliation.
The content I enjoyed last week!!
🗞 READ
Formula 1's broadcast narrative problem | The Tao of Toto | The story behind Alexandra's Saint Mleux Maranello Clutch | George Harrison’s Quiet Love Affair with Formula One | The hot new hire in sports? Team stylists | The Real Nike Women Problem: Innovate With Us, Not Around Us | Why Not Talking About Climate Change Could Be F1’s Key to Sustainability Success
🎧 LISTEN
The Fast and the Curious: Extended chat with Mercedes new superstar | Track Limits: Isack Hadjar - F1 Debut, Racing Against Hamilton & Alonso, Fighting for F2 Championship | Podium Sundays: Let’s Talk About Red Bull | Meet The Team Bosses | Team Torque: “I have never been so nervous!”
Photo Credit: McLaren Racing