"Our audience watches movies": how F1 will be in 10 years according to Stefano Domenicali

10/12/2024 01:33 PM

Entertainment on and off the track and a major entertainment platform: this is Stefano Domenicali’s philosophy of what Formula 1 will look like in 10 years. A sport that has already radically transformed over the past seven years with the arrival of Liberty Media, without compromising the deepest roots of motorsport, namely top-level competition.

“We have to think big,” the Italian manager said in an interview with the BBC.

“We no longer believe we need to compete with another four-wheel sport. Formula 1 in 10 years will still be a great entertainment platform, with great technological challenges, a place where people come together and on the track fight in the right competition.”

“We are a very successful sports and entertainment platform. In 10 years, we need to be in a place where sport is still at the center.”

“We are a platform of engagement. We need to engage people who are superfans and people who have no idea what Formula 1 is. We need to communicate with people. Not just the narrative, but also the communication tools are changing rapidly.”

“We are creating many jobs, many interesting opportunities for the community we are in. If we can mix all these things and do a good job, I would say Formula 1 will be in a great position in the future.” – the Italian explained.

Besides sustainability, net-zero emissions, and 100% sustainable fuels, the premier class is also focusing on inclusivity, with the F1 Academy project aimed at discovering new female talent and guiding them on a path that will hopefully one day lead women to race full-time in Formula 1.

“We have already embraced the technological opportunities we deem right. We have taken important actions on sustainability, and we like what we are doing.”

“Our sport has always thrived on cycles. For new fans, for example, the cycles or people who always win are an anchor to say: well, this is something unique. I would say it's important to keep the focus on the on-track action.” – he explained.

“Diversity is not just about drivers. The F1 Academy project was created in this context to ensure that girls, at the beginning, and women can grow with the right attention and create momentum, encouraging more and more girls to start getting interested in karting. Up until 10 years ago, you didn't see many female protagonists in our sector. Now, at all levels, they are really present.”

The boom in popularity in the United States

“It's really fascinating,” Stefano Domenicali added, talking about the great popularity Formula 1 has gained in the U.S. in recent years. “Because just a couple of years ago, we struggled to have even one race, and then in the blink of an eye, we went from one to three races, and the attention is growing dramatically.”

“Our audience watches movies, watches events. We are one of them, so we have to think big.” – the Italian manager explained.

“That's our push. To ensure we understand that if we want to compete in a market full of different offers, we have to be strong. I want to make sure that F1 is a very inclusive platform, loved around the world, where people have fun and enjoy being part of it. Ensuring that while we compete on the track, there is always respect.”

“The beauty of the sporting challenge is that the world can learn from us how to behave.” – the former Ferrari team principal concluded.

Source: f1ingenerale

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