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Barrichello: F1 needs ‘a little cuddle’ to rediscover romanticism

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Rubens Barrichello believes that Formula 1 needs “a little cuddle” in order to rediscover some of its romanticism that has been hurt by an influx of pay drivers on-track and a lack of fan engagement off-track.

Barrichello raced in F1 between 1993 and 2011, making a record 322 starts and twice finishing as runner-up in the drivers’ championship.

The Brazilian spent a year in IndyCar before moving into his national Stock Car championship in 2013, where he continues to race, and made his debut at the 24 Hours of Le Mans last weekend.

Barrichello remains a keen observer of F1, and expressed his dismay about the influx of pay drivers to the sport who bring large amounts of financial backing to secure a seat, having lost his drive with Williams at the end of 2011 as a result.

“It was difficult to adjust [to life after F1] because I wasn’t expecting it to be honest with you. And it is the story of Formula 1 nowadays,” Barrichello told reporters in Le Mans last week.

“There are just drivers there that are using their balloon and package of money to get in. This is a little bit less romantic in my opinion. Whenever I lost my place, it was to that.

“t was difficult for the first couple of days. I ended up signing for IndyCar and it was a good decision. I should have waited another 10 days to actually talk to all of the teams, because I just went in, boom, I got the first offer and I said OK I’m racing.

“It’s almost like it was the girlfriend just gives you a no and then you just get the next one that gives you a yes. It was that kind of thing.”

Barrichello went on to say that he believes F1 should work harder to be closer to the fans, having seen first hand in Brazilian Stock Cars how much interacting closely with his followers can mean.

“I think Formula 1 needs to be closer to the public. What they made last week with the [Senna] helmet in the middle of the chicane, that’s already closer,” Barrichello said.

“To be honest with you, in Stock Cars, we have an hour of signing before the race. All I hear is: ’Rubens I’ve been after you for 19 years, I could never get close to you’. And I have a chance to hug them, I have a chance to say thank you very much. So this is great.

“And that’s what Formula 1 needs, a little cuddle, people together a little more. Because Formula 1 is almost a ‘no’. ‘Can I have a pass?’ ‘No.’ It’s not that we need the whole paddock full of people, but we need a little more together.”

Barrichello is confident that Ross Brawn, his former team boss and F1’s new sporting managing director, has the ability to bring some of the romanticism back to F1 in the coming years.

“I think Ross has what it takes to bring that back to Formula 1,” Barrichello said.

“I saw a picture on Instagram the other day. It was James Hunt inside of Niki Lauda’s Ferrari, just for fun.

“Somebody would have a fight if that happened nowadays! ‘Get the f**k out of there, rah rah rah!’

“So for sure, it’s less romantic, but Formula 1 is getting back. What I saw from Lewis [Hamilton in Montreal], I really enjoyed.”

‘Game-changing’ multi-year agreement will take INDYCAR, NBC Sports ‘to the next level’

Photo: Chris Estrada, NBC Sports
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NEW YORK – As the fourth Nor’easter in three weeks bore down on the Big Apple, it was tough to spot people that were clearly in a good mood.

But Jon Miller, president of programming for NBC Sports and NBCSN, was clearly in a good mood.

On Wednesday morning at 10 am ET, we all found out why: NBC will become the exclusive home of the IndyCar Series and the Indianapolis 500, starting in 2019.

The new three-year deal not only makes “The Greatest Spectacle in Racing” part of the network’s “Championship Season” – its collection of high-profile championship events from May to July – but also reaffirms NBC’s status as the home of motorsports television in the United States.

That status is something Miller doesn’t take for granted.

“It’s important people know that storytelling is in our DNA, and motorsports lends itself very well to storytelling,” Miller said as he, INDYCAR CEO Mark Miles and driver James Hinchcliffe made a snowy trek to the New York Stock Exchange to promote the deal on CNBC’s “Squawk on the Street.”

“We’ve had great success with the second half of the entire NASCAR season, and then we’ve had half of the IndyCar package [since 2009] … But we never had the real meat of the series and that didn’t set anybody up for success.

“Having the entire package of IndyCar now – all 17 races, qualifying, practice, you name it – really sets IndyCar on a strong path and solidifies NBC’s position as the home of motorsports. I think it becomes a property much like the Premier League, the NHL, and even the Olympics and the Triple Crown. We have 100 percent of the media opportunity and we can put all those great assets behind it.”

With the storm no doubt keeping some traders home, the floor of the NYSE was relatively subdued. But that made it no less important to be at the heart of Wall Street. Miles and his team are pursuing a new title sponsor for the IndyCar Series to replace Verizon, which will fully focus its efforts in the series with the powerhouse Team Penske going forward in 2019.

The new deal – which includes 8 races per year on the NBC network (with the remaining races going to NBCSN), live streaming of all races, and a direct-to-consumer package with NBC Sports Gold – gave Miles plenty to push for any potential backers. As for Hinchcliffe, he held his own nicely in an interview that also explored IndyCar’s global ambitions, the impact of technology on the sport, and of course, his spin around the ballroom on “Dancing with the Stars.”

On the ride back to 30 Rock, Miles was confident that NBC can play a big role in attracting a sponsor that can help the series keep growing.

“With respect to our work in finding the best title sponsor, it’s really important – and this has not been talked about much – but we expect to work with hand in glove with NBC’s sales,” he explained. “We have the opportunity to create packages which are both broadcast sponsorship and series sponsorship, I think, in a way that doesn’t come along very often.

“Usually, the media deal and the sponsorship deal doesn’t align like this, so we’re really excited about the offering we’ll have and the approach to the market we can take.”

Should the partnership with NBC bear fruit on that front and others, it will only add to the upswing that the IndyCar Series has had in recent years.

Hinchcliffe has been a witness to that. He entered the series in 2011, when it was trying to find its footing after the sport’s reunification three years earlier. After 13 years of CART vs. the Indy Racing League, getting everything back under one roof was not a smooth process.

But fast-forward seven years, and things have changed for the better. TV ratings and digital viewers have gone up. Race scheduling has become more stable and enhanced with the return of traditional open-wheel markets. And this year’s debut of the universal aero kit aims to pump up the action on the track, while also giving the cars a cleaner, meaner look.

Now, with NBC all in, Hinchcliffe is bullish on his sport’s future.

“This is a game-changing thing for us,” he declared. “If you look at the last four or five years, we’ve seen a steady growth in pretty much every measureable metric that there is – in a time where, globally, motorsports is in a bit of a downturn.

“The fact that IndyCar was able to rally against a global dip in motorsports interest, attendance, sponsorship – it speaks volumes to what we have been doing and this is just gonna take us to that next level.”