Professor Paolo Aversa, a leading academic expert in Formula One, told Prime Casino that the sport’s meteoric growth is nowhere near finished.
The Professor of Strategy at King’s College Business School praised partnerships like Lego and Hot Wheels for driving commercial growth.
He added that Netflix hit Drive to Survive has proved people are tuning into the middle of the grid too, even when there is a dominant winner.
And he predicts Verstappen will win the championship, but Red Bull won’t get their hands on the constructors’ title.
- Grand Prix events can rival the Super Bowl,
- Female drivers can change the sport the way Lewis Hamilton did
- Fans won’t switch off in Max Verstappen keeps winning
Do you think F1’s popularity will continue to soar, or do you see any signs of a plateau?
PA: “Formula One is nowhere near a plateau.
“It’s in a growth phase with a new movie coming up and new initiatives this year. The following years will consolidate this positive trend but there are no signs of plateau. Of course the rate of growth can not be at the same rate as the first few months, indeed years, of Drive to Survive from Liberty Media.
“But it’s definitely going in the right direction and I don’t think there is a plateau. Formula One has to embrace a change in 2026 as there will be the Cadillac team coming into the circuit and the new fuel regulations will also spark new interest.”
What can Formula One do to build on its success?
PA: “Formula One is still a development phase of positive initiatives that will help build on its success, like transforming each Formula One Grand Prix into a global Super Bowl where individuals join a spectacle that goes beyond the racing.
“Engaging in newer generations through social media and gaming, with EA Sports, in an interactive way. That will help. So will creating franchises to provide entertainment that spans beyond watching the race, like the Lego and Hot Wheels partnerships to bring Formula One to toys and gaming.
“If you look at the Lego partnership, Formula One has placed products at every level of Lego, for different ages. It shows there is a diversification of the Formula One experience because Formula One these days is not necessarily about watching races in full, but it can also be about playing with Formula One toys and games.
“Plus the sport has people engaging with the Formula One exhibition with key locations like the Formula One arcade.
“Then of course you have the Drive to Survive series, which has been phenomenal.
“You also have a big expansion into the female audience by creating a product appealing to women, and also by nurturing a new generation of female drivers they will eventually land on the race track as official drivers and this will increase the appeal of Formula One massively, bringing in different drivers.
“This brings huge product and sponsorship opportunities, new interest, similar to how Lewis Hamilton did an amazing job of bringing interest from communities of colour. Now Formula One is not bound to being a ‘white sport’. The same thing can happen to other drivers who can represent other backgrounds in society.”
Does Formula One need a more competitive season to keep people interested?
PA: “Competitive seasons will always have higher quantity in terms of watching races. Last year the competition between McLaren and Ferrari sparked a lot of interest, and also competition with drivers will always be welcomed.
“Underdogs like Brawn GP in 2009 also spark huge interest, they are narratives that can be portrayed in movies.
“But I don’t think it’s necessary that competition is very tight, because it will always be tight at some point on the grid. While there has been a domination in the last two eras of Formula One, Mercedes and then Red Bull, there was so much competition in the midfield.
“The fact Netflix managed to bring that to the surface with Drive to Survive proved that competition doesn’t have to be at the top spot for people to tune in.
“I also think having more cars on the grid with the arrival of Cadillac, with Audi too, will spark increased competition because these are big brands that are there to win and it will raise the bar. I also think the new regulations will create a more competitive season.”
What are you expecting from the forthcoming F1 season after the opening weekend?
PA: “This will be the last Formula One season of an era. The eras are defined by technology and regulations. They change every year but they change more radically every six or seven years. When this change happens, usually one or two teams manage to better interpret the potential of the regulations and create a competitive car, giving them a huge advantage.
“But as years pass the others learn the tricks of the trade and close the gap. This is what happened with Mercedes, but then the gap becomes smaller before they overtake.
“This year will probably be the final year of these kind of cars, and we can expect a tight competition between McLaren and Ferrari. Red Bull I think will be strong in terms of drivers, but with Liam Lawson being a rookie I don’t see Red Bull dominating as a team.
“I believe Verstappen is the favourite for the championship while Mercedes, McLaren and Ferrari compete to be the best team. But from 2026 we will have radical change and a reshuffle.”
What are you expecting from Lewis Hamilton in a Ferrari after Australia?
PA: “I feel Hamilton is a larger than life character and has been hired by Ferrari more on his marketing potential than his driving potential. He is of course exceptional who holds records, however he is arguably in his decline phase. He doesn’t have the consistency he had when he was younger.
“Hamiltion repays his costs purely with glamour and the potential for a wonderful narrative that fits with Ferrari.
“He brought 280,000 followers alone to Ferrari’s social media account, and merchandise sold out in minutes so it shows there’s an army of individuals that follow and cheer for Hamilton regardless of the team he’s in or his performance.
“He clearly brings experience, however the ability for Ferrari to win depends on creating a winning car. If they have a top performing car, I think Charles Leclerc will be the favourite, the quickest to secure a top spot. But Hamilton can help and I can see him winning a few races this year if Ferrari have a high performance car.”
What line of business do you think Hamilton goes into after Formula One?
PA: “I think Hamilton will always be connected to Formula One as an expert or commentator, or a consultant, like Niki Lauda or Alain Prost.
“He’s already in fashion, he has his brand coming up with ideas. He’s an icon, so I think he’ll stay in the business of fashion and lifestyle. This is why Ferrari put their eyes on him as they are investing in catwalk fashion, and he brings status and ideas. He’s a model himself, everyone has their eyes on him when he walks into the paddock with some eccentric clothing.”
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