What's next after COVID, Netflix, and tech partnerships fueled F1’s explosive growth in the U.S. - and how Wolff’s wife is leading the charge for women in motorsport through the F1 Academy
In a CNBC interview with Aaron Sorkin, Mercedes-AMG Petronas Team Principal Toto Wolff dives deep into F1’s booming popularity in the U.S., luxury partnerships, and the drive to bring more women into the sport.
Formula 1 has seen a massive rise in U.S. popularity over the past few years, and no one has witnessed this transformation more closely than Toto Wolff. Speaking with Aaron Sorkin on CNBC, Wolff opened up about how the sport capitalized on the COVID era, the impact of Netflix's Drive to Survive, and why luxury brands are lining up for partnerships. He also touches on the delicate balance between keeping F1 aspirational yet accessible, while discussing his wife’s efforts to get more female drivers on the track.
The Lowdown:
COVID Boosted F1 in the U.S.: The pandemic kept fans glued to F1 when other sports were shut down.
Netflix’s Drive to Survive: A game-changing series that expanded F1’s U.S. audience.
Luxury and Tech Partnerships: Deals with brands like LVMH cement F1’s high-end appeal.
Pushing for Inclusivity: The F1 Academy aims to get more women into the sport.
“I used to love driving, but now it’s all about managing the team.”
Toto Wolff, who once thrived on racing as a professional driver, shared how his focus has shifted entirely to managing the team. He recalled how the thrill of driving gradually faded about five or six years ago, leaving him to focus on his true passion—building a winning team at Mercedes.
"I used to love it, but five or six years ago, I started feeling different... Now, it's all about managing the team." — Toto Wolff
“Formula 1's U.S. success? COVID and Netflix played a huge role.”
Wolff admitted he was surprised by F1’s surge in popularity in the U.S. COVID-19 forced people indoors, and F1, as one of the few global sports still running, captured a lot of attention. Netflix's Drive to Survive was another pivotal moment that turned casual viewers into dedicated fans. Even though Ferrari hesitated and skipped the first season, it’s now clear how transformative the series was.
"During COVID, we were the only global sport still running... Netflix's Drive to Survive really opened up the sport." — Toto Wolff
“Staying relevant means balancing sustainability with speed.”
F1’s growth isn’t just about fan interest—it’s also about staying at the cutting edge of technology. Wolff talked about how Mercedes and other teams are balancing innovation with traditional F1 excitement. Hybrid engines and biofuels are crucial for staying relevant, but fans still come for the speed and adrenaline, so F1 must maintain that balance.
“Regulations around how fast the cars can go... it’s all about staying technically relevant while not alienating our audience.” — Toto Wolff
“These cars are flying through corners at 200 mph, but tech masks the danger.”
Wolff shed light on the incredible speed of modern F1 cars and how technology has masked some of the inherent risks. While the sport has fortunately avoided major accidents in recent years, the danger is still real, with cars hitting insane speeds through every twist and turn.
"You don't always realize cars are doing 200 miles an hour through corners. It’s astonishing." — Toto Wolff
“LVMH's 10-year deal shows how big F1’s luxury status has become.”
Formula 1 has become synonymous with luxury, and the 10-year deal with LVMH is a prime example of this. Wolff explained how these partnerships solidify F1’s place among the world's most aspirational brands. Alongside luxury brands, tech companies have also been getting involved, driving innovation on both the marketing and technical fronts.
"LVMH's 10-year deal... it positions us alongside their brands, which speaks to F1’s aspirational value." — Toto Wolff
“We want F1 to remain aspirational, but we need to make it accessible.”
While Formula 1 thrives on its luxury appeal, Wolff knows that keeping the sport inclusive is equally important. With races in premium locations like Austin, Miami, and Las Vegas, F1 has built an image of opulence. But there’s a need to balance this high-end vibe with accessibility for fans who might not be able to afford the steep ticket prices.
“We love the luxury appeal, but we also want to keep it aspirational... and that includes making it accessible for fans.” — Toto Wolff
“Women in F1? It's long overdue.”
Wolff touched on the outdated perceptions that women aren’t strong enough to compete in F1, something he knows firsthand from his wife’s involvement in the sport. She runs the F1 Academy, an initiative that’s working toward seeing more female drivers on the grid in the near future.
“There’s this outdated belief that women aren't physically strong enough to race... The F1 Academy's goal is seeing more female drivers in F1.” — Toto Wolff
What's Next:
Q: How do you see Mercedes evolving in the next few years?
A: We’ll continue pushing on innovation and performance. Sustainability is a major focus, but so is winning more championships. We’re also going to work on expanding our fanbase in new regions.
Q: What’s one thing you think will surprise people about F1 in the next decade?
A: The level of integration of AI and machine learning in every aspect of the sport—from the cars to fan engagement. It’s going to be a game-changer.
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