After an abridged season where Formula One returned to some old favourites such as Imola and Turkey, the series is promising that 2021 will be bigger and better than ever.
Motorsport’s glamour series will travel to Saudi Arabia for the first time in December, racing on a specially built street circuit, a decision that has received mixed feedback from fans and human rights groups. Despite this, Formula One has long-term plans in the Middle East, with global director of race promotion Chloe Targett-Adams confirming that a Saudia Arabian Grand Prix will be a fixture on the calendar for years to come.
“There’s a very young fanbase there,” adds Ellie Norman, the series’ marketing director. “We’ve got a huge opportunity to take entertainment in the form of Formula One, what we do around the main show itself, and engage with a young Arabic population.”
Three sprint races have been proposed for the upcoming season, with Silverstone which hosts British Grand Prix eager to throw its hat in the ring. All told, the 2021 calendar will feature 23 races, making it the longest in Formula One history.
More Formula One 2021 coverage
• Ellie Norman on F1 adapting to Covid-19, the success of Drive to Survive and exploring new markets
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• PODCAST | Formula One 2021 season preview
Teams reshuffle
On the team front, 2021 marks Aston Martin’s return to Formula One after 60 years following Canadian billionaire Lawrence Stroll’s acquisition of a majority stake in the British outfit. Its name replaces that of Racing Point on the grid, with Stroll having saved the team from bankruptcy in 2018.
Elsewhere Renault has rebranded to Alpine for 2021. The French carmaker’s continued involvement in the series had been uncertain after Renault’s chief executive Luca de Meo revealed that the company was having doubts.
Haas’ dramatic livery change for the upcoming season has not gone unnoticed; Dmitry Mazepin’s involvement in the team brings a new sponsor, Russian potash fertiliser company Uralkali. This year will also mark Williams Racing’s first season under new owners Dorliton Capital, an American investment firm which acquired the team from the Williams family in 2020.
Engaging with a young audience
On the media side, Formula One is continuing to target and engage with a younger audience, says Norman. “Since 2017 we now have 41 per cent of the fanbase under the age of 35,” she tells BlackBook Motorsport. In 2020, the series launched its ‘We Race as One’ campaign, which is focused on “sustainability, diversity, inclusion and community”, all of which are areas that Norman believes are important in attracting a younger audience.
In addition, Formula One has increased its social media drive to engage with this demographic, with significant success. “Like many other sports, we have launched on TikTok, seeing great follower growth there and being much more fun and having a relatable tone of voice,” Norman adds.
Formula One will also test HDR broadcasts throughout the 2021 season to elevate its content while the series has updated its dedicated streaming service, F1 TV, for the first time since its launch in 2018, expanding into Brazil, Slovakia and the Czech Republic.
As with many sports properties, Formula One posted a loss in 2020. Owners Liberty Media announced that the series lost US$385 million in 2020 amid the pandemic. Despite this, an impressive 17 races were held last year, albeit with limited fan attendance.
Netflix’s Formula One series ‘Drive to Survive’ has recently released its third season ahead of the 2021 season. “It has certainly been one of the most powerful marketing tools,” Norman says, hailing its impact on the series. “It’s been incredible for the sport.”
Teams
Alfa Romeo
Last season: Eighth (constructors’ championship) and 16th (drivers’ championship, Kimi Räikkönen)
Drivers: Kimi Räikkönen and Antonio Giovinazzi
Owner: Longbow Finance
Managing director: Frédéric Vasseur (also team principal)
Base: Hinwil, Switzerland
Power unit: Ferrari
Title partner: PKN Orlen (petrochemicals), value unreported, extended 2020, expires 2021
Other key partners: Adler Pelzer Group, Acer, Built for Athletes, Carrera, Singha, Additive Industries, Globeair, Iqoniq, Iveco, Livinguard, Marelli, Mitsubishi Electric, Pirelli, Save the Children, Sparco, Walter Meier, Zadara, AB Dynamics, Brutsch-Ruegger, Riedel, Built for Athletes, Floyd, AM Solutions
What they’ve been up to: Polish petroleum firm PKN Orlen confirmed at the end of last year that it would remain the title sponsor of Alfa Romeo, who still have Poland’s Robert Kubica on their books as a reserve driver. It was one of a spate of extensions announced by the team ahead of the new season, alongside prolonged deals with Acer and Singha. One relationship Alfa Romeo have not yet committed to long term is their engine supply partnership with Ferrari, which expires at the end of the 2021 campaign. When asked by the Blick website whether the contract would be extended, team principal Frédéric Vasseur said: “You can never tell. It’s like with a marriage. No one guarantees you’ll stay with the same woman forever – like me.”
Alpine
Last season: Fifth (constructors’ championship) and fifth (drivers’ championship, Daniel Ricciardo)
Drivers: Fernando Alonso and Esteban Ocon
Owner: Groupe Renault
Chief executive: Laurent Rossi
Base: Enstone, UK
Power unit: Renault
Title partner: N/A
Other key partners: Castrol, RCI Bank and Services, Mapfre, BP, DuPont, Microsoft, Bell & Ross, Eurodatacar, Pirelli, Genii Capital, Yahoo, 3D Systems, HP, PerkinElmer, Le Coq Sportif, GF Machining Solutions, Siemens, Alpinestars, Boeing Research & Technology, Elysium, GCAPS, Hexis, Jabil, Linde, Matrix, Roland, Trak Racer, Volume Graphics, RAW Super Drink
What they’ve been up to: Renault announced in September that its Formula One team would be rebranding to Alpine in order to shine a light on the French automotive manufacturer’s sports car brand, which was relaunched in 2017. The team’s 2021 season will be headlined by the return of Fernando Alonso, who won back-to-back drivers’ championships for Renault in 2005 and 2006. Alpine has also ditched the team principal role for this year, opting instead to split former chief Cyril Abiteboul’s responsibilities between executive director Marcin Budkowski and racing director Davide Brivio.
AlphaTauri
Last season: Seventh (constructors’ championship) and tenth (drivers’ championship, Pierre Gasly)
Drivers: Pierre Gasly and Yuki Tsunoda
Owner: Red Bull
Team principals: Franz Tost and Helmut Marko
Base: Faenza, Italy
Power unit: Honda
Main sponsor: AlphaTauri (clothing)
Other key partners: MyWorld, Pirelli, Randstad, Moose Craft Hotdogs, RDS, Piloti, Riedel, Edifice Casio, RDS, Simens, DAZN, ICM.com, Fantom
What they’ve been up to: Like big brothers Red Bull, AlphaTauri will be relying on a Honda power unit for the foreseeable future, with new driver Yuki Tsunoda charged with utilising it in order to push the team up the constructors’ rankings. With Pierre Gasly having brought AlphaTauri their first win since 2008, he and Tsunoda will be hoping to provide more drama to fuel the original content deal the team signed with DAZN. Tapped to bolster the digital sports media company’s Japanese Formula One offering, the deal offers AlphaTauri the opportunity to establish a major foothold in their new driver’s homeland.
Yuki Tsunoda joins AlphaTauri for 2021 after just one season in junior category Formula 2
Aston Martin (formerly Racing Point BWT Mercedes)
Last season: Fourth (constructors’ championship) and fourth (drivers’ championship, Sergio Perez)
Drivers: Sebastian Vettel and Lance Stroll
Owner: Lawrence Stroll
Chief executive: Otmar Szafnauer
Base: Silverstone, United Kingdom
Power unit: Mercedes
Title partner: Cognizant (digital solutions), between USD$30 million and USD$40 million per year, expiry unknown
Other key partners: Crypto.com, Netapp, SentinelOne, Bombardier, Girard Perregaux, Peroni Libera, BWT, Replay, Ravenol, EPOS, JCB, Pirelli, OGIO
Suppliers: Ebb3, UPS Direct, STL, Pelmark Teckit, Voip Unlimited, Condeco, IFS, Schuberth, Hackett, Alpinestars
What they’ve been up to: In 2021, Aston Martin will make the return to Formula One for the first time in 60 years after Canadian billionaire Lawrence Stroll acquired a 16.7 per cent stake in the British car brand. The team assumes Racing Point's place on the grid, with Stroll having acquired the bankrupt team two years prior.
Aston Martin have already sunk their teeth into the series and signed several sponsors, most notably solutions firm Cognizant as title sponsor for around US$35 million per year.
Aston Martin returns to Formula One after 60 years, replacing Racing Point after Lawrence Stroll gains a majority stake in the British outfit
Ferrari
Last season: Sixth (constructors’ championship) and eighth (drivers’ championship, Charles Leclerc)
Drivers: Charles Leclerc and Carlos Sainz
Owner: Fiat
Team principal: Mattia Binotto
Base: Maranello, Italy
Power unit: Ferrari
Title partner: Mission Winnow (Phillip Morris International, tobacco)
Principal partner: Shell
Other key partners: Ray-Ban, Richard Mille, Kaspersky, UPS, Weichai, Estrella Galicia, OMR, MAHLE
Suppliers: Pirelli, Puma, Radiobook, Brembo, SKF, VistaJet, Giorgio Armani, Marelli, NGK Spark Plugs, Experis, Riedel Communications, Iveco, Plantir Technologies, Bell Racing Helmets, Technogym, Alfa Romeo, Garrett Motion, Sabelt
What they’ve been up to: 2020 was a disappointing season for Ferrari as they sunk down to sixth in constructors’ rankings.
Ahead of the 2021 season, the team will at least look the part with Charles Leclerc and new driver Carlos Sainz to be decked out in Giorgio Armani suits and travelwear, as well as Richard Mille timepieces. Perhaps more importantly, principal partner Shell agreed an extension. An improved 2021 performance is a necessity for the Scuderia after 2020 Q2 losses were “in the tens of millions”, said company chief executive Louis Camilleri. In a move to diversify, Ferrari are expanding their racing operations with a return to World Endurance Championship from 2023, while an IndyCar entry has also been mooted.
Haas
Last season: Ninth (constructors’ championship and 19th (drivers’ championship, Romain Grosjean)
Drivers: Nikita Mazepin and Mick Schumacher
Owner: Gene Haas
Chief operating officer: Joe Custer
Team principal: Guenther Steiner
Base: Kannapolis, United States
Power unit: Ferrari
Title partner: Uralkali
Principal partner: N/A
Other key partners: 1&1, Under Armour, Schuberth, Stich’d, Ionos, Taittinger, The Memento Group, Cyrus Geneve
Suppliers: Alpinestars, Pirelli
What they’ve been up to: Haas continued its downward spiral in 2020, falling to ninth in the constructors’ championship table. Finishing the season with a meagre three points, team principal Guenther Steiner commented that there was a “big chance” that the team would not survive the year.
Wanting to ensure financial stability, the team signed Russian driver Nikita Mazepin and along with him came Uralkali, a potash fertilizer producer owned by his father. When the team’s 2021 livery was unveiled, it bore a striking resemblance to the Russian flag which is banned in professional sport, prompting a World Anti-Doping Agency investigation.
Haas' new livery for 2021 has got the attention of the World Anti-Doping Agency
McLaren
Last season: Third (constructors’ championship) and sixth (drivers’ championship, Carlos Sainz)
Drivers: Daniel Ricciardo and Lando Norris
Owner: McLaren Group and MSP Sports Capital (minority owner)
Chief executive: Zak Brown
Base: Woking, United Kingdom
Power unit: Mercedes
Title partner: N/A
Other key partners: British American Tobacco, Dell, Arrow Electronics, Gulf, Richard Mille, Cisco Webex, Hilton, CNBC, Coca-Cola, Unilever, Miory Steel, Garena, FxPro, Klipsch, Deloitte, Tumi, Iqoniq, Mind, Logitech, Buzz & Co, FAI Aviation Group, Ashurst, King Abdullah University of Science and Technology (Kust), Huski Chocolate, Bitci.com, QNTMPAY, Alteryx
Suppliers: Darktrace, Splunk, Sikkens, Sparco, Pirelli, Volvo, Mazak, Marelli, Enkei, Stratasys, Hookit, AzkoNobel, Castore, Entain
What they’ve been up to: Securing third place in the constructors’ championship in 2020 is a testament to McLaren’s hard work behind the scenes over the past few years. Securing their future in Formula One financially at the end of 2020, McLaren announced they had agreed to sell one third of the team to MSP Sports Capital. This will see the investment company inject UK£185 million into McLaren Racing up to 2022.
Going into 2021, the team has signed a deal to use a Mercedes power unit after a stint with Renault. The return to Mercedes could prove valuable for McLaren, as the team’s previous stint with the German manufacturer resulted in three drivers’ championships and a single constructors’ championship.
Daniel Ricciardo has made the switch to McLaren for 2021 in a bid to increase his world championship chances
Mercedes
Last season: Winners (constructors’ championship) and winners (drivers’ championship, Lewis Hamilton)
Drivers: Lewis Hamilton and Valtteri Bottas
Owner: Daimler AG, Ineos, Toto Wolff (33 per cent each)
Chief executive: Toto Wolff (also team principal)
Base: Brackley, UK
Power unit: Mercedes
Title partner: Petronas, US$39.5 million a year, extended 2017, expiry unknown
Principal partner: Ineos, US$25.8 million a year, five-year deal until the end of 2024
Other key partners: UBS, Epson, CrowdStrike, The Ritz-Carlton, Bose, Tommy Hilfiger, IWC Schaffhausen, Hewlett Packard Enterprise, Monster Energy, Pure Storage, CrowdStrike, Tibco, AMD, Belstaff, TeamViewer
Suppliers: Puma, Police Eyewear, Oz Racing, Endless, Pirelli, Axalta
What they’ve been up to: Having wrapped up their seventh straight drivers’ and constructors’ titles, Mercedes rounded out 2020 with the announcement that Ineos had acquired a 33 per cent stake in the team. The long-rumoured agreement sees the petrochemicals giant become a one-third equal partner in the team alongside Daimler AG and Toto Wolff. While the deal could be considered a sign that Daimler is looking to gradually step away from Formula One, the company’s chairman Ola Kallenius has said the Silver Arrows “remain firmly committed” to the sport. He added that “the forthcoming cost cap along with the new shareholding structure put us in an even stronger position for continued success”.
Lewis Hamilton is bidding to surpass Michael Schumacher's and win a record eighth Formula One drivers' championship
Red Bull Racing
Last season: Second (constructors’ championship) and third (drivers’ championship, Max Verstappen)
Drivers: Max Verstappen and Sergio Perez
Owner: Red Bull
Team principal: Christian Horner
Base: Milton Keynes, UK
Power unit: Honda
Title partner: N/A
Other key partners: Esso, Mobil 1, Tag Heuer, Citrix, Rauch, AT&T, Hewlett Packard Enterprise, INTERprotección, Siemens, Telcel, Claro, Iris, DMG Mori, Hexagon, PWR Performance Products, Ansys, Gold Standard, Sabelt, Precor, Oz Racing, Oura, Puma, Pirelli, America Movil, Therabody, AlphaTauri, Walmart, Oracle, Armor All, Tezos, Cash App
What they’ve been up to: Honda may be exiting Formula One after this season, but Red Bull will continue using its power unit technology until 2025 after striking a deal with the Japanese company. The move follows February’s announcement by the International Automobile Federation (FIA) that places a freeze on power unit development from the 2022 season until 2024. That decision also cleared the way for Red Bull to launch Red Bull Powertrains Limited, which will manage the Honda engine project. It signals what team boss Christian Horner has hailed as “a significant step for Red Bull in its Formula One journey”.
Williams
Last season: Tenth (constructors’ championship) and 18th (drivers’ championship, George Russell)
Drivers: Nicholas Latifi and George Russell
Owner: Dorilton Capital
Chief executive: Jost Capito
Team principal: Simon Roberts
Base: Grove, United Kingdom
Power unit: Mercedes
Title partner: Williams have decided against finding a title sponsor for 2021 after chief executive Jost Capito said he was unwilling to sacrifice the brand for “last drop of sponsor money”.
Key partners: Sofina, Lavazza, Acronis, Versa, the Financial Times, Ponos, Symantec, Bremont, Iqoniq, PPG, Thales, Dtex, B&R, Crew Clothing, Nexa3D, Life Fitness, Spinal Injuries Association, Honibe, Dorilton Ventures, The Point.1888
Suppliers: Pirelli, Umbro, OMP, Zeiss, Precision Hydration, U-Earth, KX
What they’ve been up to: 2020 marked another difficult year for Williams Racing, as the team did not manage to score a single point during the abridged season.
After pre-season testing Williams terminated their title sponsorship with technology brand Rokit as they were put up for sale. Since then, Williams has been acquired by American investment firm Dorilton Capital for US$200 million.
Looking to 2021, the team is aiming to bounce back and end a run of three consecutive last place finishes in the constructors’ championship three times in a row. Despite focusing on 2022, when the regulations will undergo a transformation, the team brought something close to a first-race upgrade to testing.
Since being purchased by Dorilton Capital, Williams remains in a more financially stable position for 2021 onwards
Global partners
Aramco, DHL, Emirates, Heineken, Pirelli, Rolex
Series partners
Mercedes AMG, AWS, Ferrari Trento, Liqui Moly, Zoom, Drive Coffee, Herjavec Group, Workday (regional)
Major broadcast partners
Asia
China: CCTV, Tencent, GuangDong Tv, Shanghai TV
Japan: Fuji Television Network, DAZN
Europe
Austria: Servus TV, ORF
Belgium: RTBF, Telenet
Denmark: TV3, ViaSat
Finland: MTV
France: Canal+
Germany: Sky Deutschland
Hungary: M4
Italy: Sky Italia
Netherlands: Ziggo
Norway: Viasat
Poland: Eleven Sport Network
Portugal: Eleven Sports
Russia: Match TV
Spain: Movistar, DAZN
Sweden: Viasat, TV10
Switzerland: SRF, RSI, RTS
United Kingdom: Sky Sports, Channel 4 (highlights and British Grand Prix live)
North America
Canada: RDS, TSN, Discovery Velocity, V Channel
USA: ESPN
South America
Brazil: TBC
Latin America: ESPN, Fox Sports Channels
Middle East
Israel: TBC
Africa
Sub-Saharan Africa: Supersport
Oceania
Australia: Fox Sports, Network Ten
New Zealand: Spark Sport
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