Max Verstappen or the embodiment of Liberty Media’s new spirit « Show »
Known for being the Dutch public's darling, Max Verstappen, the Red Bull driver, has embarked on a battle to raise not only his on-track performance but also the quality of the experience offered to his fans during the Grand Prix.
Since the acquisition of F1 rights by Liberty Media, the American company has always aimed to improve the show and break away from the sanitized universe of the premier discipline of motorsport.
In this quest for renewal, the 2019 season had its official launch event, featuring a new sound identity created in collaboration with The Chemical Brothers – the British electronic music producer – referencing the 15,000 revolutions per minute of F1 V6 engines. The circuits are also innovating with more and more activities aimed at broadening the F1 fan experience beyond the Sunday race.
In this second year since Liberty Media’s baptism of fire, the effects are already being felt. Indeed, the Australian Grand Prix saw a record attendance with approximately 350,000 visitors over the weekend, bringing joy to Andrew Westacott, director of the Albert Park circuit. This brings a sense of optimism to other circuits struggling to maintain visibility for the continuation of Formula 1 races in the coming years.
In the spirit of this new, more accessible and less complicated F1—much like Pirelli simplifying the naming of its tires for easier reading by fans—Max Verstappen, known for his Oranje army at F1 circuits worldwide, is innovating this year to institutionalize the culture of F1 driver support.
Whether at the SPA circuit, known for its proximity to the Netherlands and located in Belgium, the homeland of the Dutchman, or at Yas Marina more than 5,000 km from the old continent. The wave of supporters is faithful to the appointments during the Grand Prix.
If team sports are more known for organizing their “fan groups” and supporter trips, this practice is not customary in individual sports and even less in motorsport. Although the tifosi are known for showing their love for the prancing horse in Monza, we have never seen such popularity for a particular driver in modern F1.
By creating the company Verstappen Travel, managed behind the scenes by Verstappen Management, the young Red Bull driver brings together his fans and attracts new ones through packages promising a 100% Max experience.
Whether it is at the Belgian Grand Prix, the Hungarian Grand Prix, or at Red Bull’s temple in Spielberg, a special grandstand is reserved for the Dutchman’s supporters.
In addition to comfort amenities, like other classic F1 grandstands, with a giant screen and numbered seats. The packages offer supporter kits with the essential Orange T-shirt and, as a bonus, a visit from Max before the race.
Whether on the track or off, it must be said that the competition is on, and Lewis Hamilton will have to watch his mirrors.
