Stefano Domenicali blames “arrogance” during the Bernie Ecclestone era for F1’s failure in America

Stefano Domenicali elaborates on reasons why F1 previously failed in the United States.

Stefano Domenicali blames “arrogance” during the Bernie Ecclestone era for F1’s failure in America

Stefano Domenicali & Bernie Ecclestone (Images via British GQ & Road & Truck)

Stefano Domenicali, Formula 1 CEO, claims the sport was arrogant for not making a mark in the United States previously. With this statement, he threw shade at former F1 CEO Bernie Ecclestone because it was during his era that the sport was not successful in America. Things changed after Liberty Media became the commercial rights holder of Formula 1 as they started revamping with a different approach. 

Formula 1 is growing rapidly, especially in the U.S. The number of audiences and social media followers have increased over the years. This is good news for the sport as they look to capitalize on it by adding more races. There are three races in the United States scheduled for the 2023 season. They will be held in Miami, Austin, and the much-anticipated Las Vegas GP.

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The sport began its change after Stefano Domenicali took over. He spoke to Speedcafe about why F1 was not a great success in the U.S. before Liberty Media took over. Domenicali stated, “The reason why we have always been there but were not a great success was that we were too arrogant to pretend that the American fans would understand whom we were without really taking the time to explain with the right language, with the right narratives.”

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Stefano Domenicali says Liberty Media understands the American audience better

F1 (Image via Autosport)
F1 (Image via Autosport)

The Italian added, “We’re going there for the weekend, three days, pretending everyone was really interested in us – big mistake. So we changed completely the other way approach. Of course, being an American company [Liberty Media], we have the privilege of understanding better.” Domenicali claims they understand their U.S. audience better and that this would help increase the sport’s popularity in the region.

Formula 1 has changed over the years, especially by making use of social media platforms to engage with fans. This is a brilliant move by the sport as it brings them their desired audience. There have been new initiatives taken by the management to keep F1 entertaining.

For example, they added a new F1 Sprint format in Baku and a driver introduction segment in Miami. Domenicali wants to balance F1’s traditional, modern, and commercial requirements. 

Stefano Domenicali revealed that F1 wants to do better racing. They aim to include the fans in all areas by explaining the technologies they use and by working with them. He admitted that the fans and the social media interaction help the sport understand the market. However, F1 is in a difficult position trying to satisfy the die-hard fans with racing and adding commercial elements to make it appealing to others.

Domenicali wants to understand the American approach to the sport. He believes F1 has the opportunity to capture new fans, a younger and more diversified audience. 

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