F1 in America gets crazier: From stick-on moustache to cowboy hat

Ferrari F1 Media

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F1 United States Grand Prix getting crazier
21 October 2023 at 08:00
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  • Tim Kraaij

Formula 1 is in America, and everyone knows about it. Almost every team has created something playful for the US Grand Prix. The drivers gleefully participate in it, but more and more voices are raising the question of whether this should really be happening?

"I put on what they tell me to put on." Carlos Sainz's statement is typical of the way drivers are treated when the F1 circus lands in America. In Miami, it was already crazy. In Texas, even more crazy things are happening. Things were not too bad for Sainz in the press conference, but more footage from Ferrari appeared earlier in the day.

Indeed, Sainz and Charles Leclerc were also seen wearing cowboy outfits. Both with a hat and also a stick-on moustache. Yes, Formula 1 drivers who earn millions a year to race stand around the paddock with stick-on moustaches having fun. Not because they want to but because the marketing department has figured out that this is fun.

Formula One in America

There is something to be said for it. For years, F1 was not in demand in America. Under Bernie Ecclestone, frantic attempts were made to make F1 more interesting for the American market, but nothing seemed to work. Liberty Media are taking a much smarter approach. More GPs in America, a driver from America and, above all, Drive to Survive plays an important role.

The question is to what extent is all the craziness in the paddock necessary? Alexander Albon also had his reservations. In his view, Williams calls almost every Grand Prix a home race these days just to pull more marketing stunts. The team drives in Texas with an American-tinged livery, and the drivers also had to turn up for a special promotion.

Is the craziness on the F1 paddock really necessary?

"It's just a very busy weekend. We even did monster trucks today," said the Thai in a conversation with Viaplay. Asked if this is just not fun to do, the truth comes out: "We didn't even drive them. We only took pictures with the monster trucks, so you don't even enjoy it."

Williams and Ferrari are far from the only teams using drivers for marketing campaigns. At Alfa Romeo, Guanyu Zhou and Valtteri Bottas (very original) entered the paddock in cowboy outfits, and the Finn even appeared in the press conference wearing that cowboy hat.

I'm sure it's all part of it, but you still wonder if this is really necessary to get Americans to become fans of F1. Are there really people who become fans of the sport because Leclerc is wearing a stick-on moustache or because Bottas is parading around the paddock in a cowboy hat like a real sheriff? I doubt it...