Ecclestone: Formula 1 doesn’t need young fans

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Formula 1 supremo Bernie Ecclestone believes that the sport does not need to focus on engaging with the younger generation of fans, saying that there is no value in embracing social media channels such as Facebook and Twitter.

In a wide-ranging interview with Campaign Asia-Pacific, the 84-year-old said that F1’s marketing strategy did not need to be altered to allow it to expand its audience beyond TV.

“I’m not interested in tweeting, Facebook and whatever this nonsense is,” Ecclestone said.

“I tried to find out but in any case I’m too old-fashioned. I couldn’t see any value in it, and I don’t know what the so-called ‘young generation’ of today really wants. What is it? You ask a 15 or 16-year-old kid: ‘What do you want?’ and they don’t know.

“The challenge is getting the audience in the first place. I say to some of these people who start this nonsense about social media, look at what tobacco companies tried to do: get people smoking their brand early on because then people continue smoking their brand forever.

“Now, you’re telling me I need to find a channel to get this 15-year-old to watch Formula 1 because somebody wants to put out a new brand in front of them? They are not going to be interested in the slightest bit. Young kids will see the Rolex brand, but are they going to go and buy one? They can’t afford it.

“That’s what I think. I don’t know why people want to get to the so-called ‘young generation’. Why do they want to do that? Is it to sell them something? Most of these kids haven’t got any money.

“I’d rather get to the 70-year-old guy who’s got plenty of cash. So, there’s no point trying to reach these kids because they won’t buy any of the products here and if marketers are aiming at this audience, then maybe they should advertise with Disney.”

Formula 1 has made some inroads with social media in recent weeks, with the sport’s official Twitter account providing far more in-race coverage and becoming more than a simple RSS feed.

However, as the teams continue to engage with fans through any means possible, F1 itself still appears to keep them at an arms length, and judging by these comments, that does not look set to change any time soon.

X44 Racing win 2022 Extreme E championship as Abt Cupra score first race victory

2022 Extreme E Uruguay
Extreme E
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Abt Cupra Racing’s Nasser Al-Attiyah and Klara Andersson scored their first win in the Extreme E Energy X Prix in the 2022 finale in Uruguay as Lewis Hamilton’s X44 Vida Carbon Racing drivers Sebastien Loeb and Cristina Gutierrez survived a chaotic finale to edge the 2021 champion Rosberg X Prix team of Johan Kristoffersson and Mikhaela Ahlin-Kottulinsky, by two points.

“There are so many emotions,” Andersson said in Extreme E’s coverage. “I’ve been waiting for this for so long. In my second race, first full weekend to be at the top of the podium: it’s big.”

Andersson was behind the wheel at the finish.

Rosberg Racing entered the event with a 17-point advantage over X44, but the standings were close enough that four teams remained in contention in Round 5.

“It’s a crucial weekend for us,” Loeb said in Extreme E’s coverage prior to the race. “We are not in the best position to win the championship, but the only thing we can do is try to win the race and score as many points as possible.”

The top two title contenders each crashed in qualification and were relegated to the Crazy Race, Extreme E’s version of the Last Chance Qualifier (LCQ). For the moment, they had the steepest hill to climb, but then the other two championship contending teams, Chip Ganassi Racing and Acciona Sainz Racing failed to advance from their heats.

Only one team advances from the Crazy Race, so the X44 drivers were in a must-win situation to simply keep hope alive.

More: Extreme E 2023 schedule

Ahlin-Kottulinsky and Gutierrez ran wheel to wheel into the first turn at the start of the LCQ.

The Rosberg racer experienced crash damage in that turn that damaged her front steering, but managed to limp back to the pits at the end of her two-lap stint. The team attempted to fix the steering, but incurred a penalty for having too many mechanics in the pit area.

Meanwhile, Gutierrez took the early lead, but knew she would need to sit through a five-second penalty for an incident earlier in the weekend. The female half of the gender equal pair erased the penalty by entering the Switch Zone with a five-second lead before turning the car over to Loeb.

That was all the nine-time World Rally Championship titlist needed to give him the advantage needed to win the Crazy Race.

But the championship was not over yet. X44 Racing needed to finish third or better in the five-car finale to earn enough points for the title and after advancing from the LCQ, they were forced to take the worst grid position.

A chaotic start to the Finale saw Loeb run as high the lead and low as fourth after getting pushed off course during his first lap. And that is how he entered to Switch Zone.

On her first lap, Gutierrez slammed into Molly Taylor. With one lap remaining, X44 and Gutierrez were still in fourth and the title hope was quickly evaporating, but it was announced halfway through the lap that the third-running Andretti United team would suffer a penalty for a Switch Zone infraction. The seven-second deduction for Timmy Hansen braking too late in the zone made the difference in the title.

Coming off a disappointing Copper X Prix when Tanner Foust and Emma Gilmour crossed under the checkers first, but were relegated to fifth by penalty, the McLaren pair scored their first podium of the season in second.