Category: Formula 1
May 30, 2024
F1 driver uniform: how it is made, how it protects and why it matters to sponsors
The F1 uniform worn by drivers is a fireproof race suit homologated by the FIA to the 8856-2018 standard, compulsory in Formula 1 since 2020: in the heat transmission test it must provide at [...]
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April 25, 2024
Ferrari F1 and its HP title sponsorship: the blue, innovation, tomorrow
Much more than a title sponsorship, the agreement between Scuderia Ferrari and HP, announced on 24 April 2024, is yet another piece of a marketing puzzle that the Prancing Horse has been buil[...]
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April 19, 2024
F1 Arcade and F1 Drive: Formula 1 on a weekday
It is 12 December 2022, and in the City of London, a stone’s throw from the dome of St Paul’s, a venue opens whose name on the sign nobody would have imagined a few years earlier.[...]
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April 18, 2024
Why is Formula 1 so popular?
On 27 June 2025 a film opens in American cinemas about a racing driver long past his best season, called back by an old friend to save a team stuck at the back of the grid. Brad Pitt plays th[...]
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February 2, 2024
The psychology of sponsorship in F1: fan behaviour
People assume a company sponsors Formula 1 to buy visibility. That is only partly true: visibility can be bought elsewhere, what F1 really sells is an emotional bond. The psychology of F1 spo[...]
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December 6, 2023
The Best F1 Drivers of All Time: My List of the 14 Greatest
This is a list, not a ranking. If I had to pick just one with my heart, Ayrton Senna would always come first. But the best F1 drivers of all time are not measured with the heart alone, so you[...]
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November 6, 2023
Alain Prost, the Professor of Formula 1: career, titles and today
Four world titles, 51 wins, 33 pole positions and 106 podiums in 199 Grands Prix. And yet the nickname that stuck to Alain Prost is not about speed: it is about method. They called him the Pr[...]
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October 5, 2023
Formula 2: what it is and why it wins when Formula 1 wins
Four of the nine Formula 2 champions race in Formula 1 today: Charles Leclerc, George Russell, Oscar Piastri and Gabriel Bortoleto. That fact alone is enough to dismantle the idea that Formul[...]
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October 3, 2023
Alan Jones and Keke Rosberg: the two champions who built Williams
The usual story is that Williams became great with Honda and Renault engines, with Mansell, Prost, Hill and Villeneuve. That is only partly true. Williams became a winning team earlier, betwe[...]
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September 26, 2023
F1 CSR: how sponsors can create a measurable positive impact
When people talk about F1 CSR and sponsorship, the most common reaction is skepticism: a sport that travels the world by plane and truck cannot be sustainable, and a sponsor talking about soc[...]
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September 22, 2023
F1 penalties: every type of sanction and how the FIA applies them
The Fédération Internationale de l’Automobile (FIA) oversees and enforces the rules of Formula 1 through a complex system of penalties that are designed to maintain safety, fairness a[...]
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September 20, 2023
F1 pit strategy: pit stops, tires, the pit wall and the driver’s calls
Singapore, September 2023. Carlos Sainz is leading on increasingly worn tires, with two Mercedes closing in fast on fresh rubber. Instead of pulling away, he slows down. On purpose: he keeps [...]
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September 19, 2023
F1 tires: types, colors, rules and what is new in 2026
Tires are among the most fascinating, debated and important objects in Formula 1. Always at the center of rule changes, design tweaks and engineering attention, they are the only point of con[...]
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September 7, 2023
F1 cybersecurity sponsors: who they are and why they choose Formula 1
In November 2025 George Kurtz, founder and CEO of CrowdStrike, became a shareholder in the Mercedes Formula 1 team, taking a stake from Toto Wolff’s holding. Six years earlier his compa[...]
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September 4, 2023
Why do F1 cars swerve back and forth? Tires, brakes and rules
The lights are still off, the cars are on the formation lap and the TV director cuts to an aerial shot. Twenty cars swerving from one kerb to the other, one behind the other, like skiers in a[...]
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August 21, 2023
F1 safety car: what it is, how it works and the 2026 safety car
There is a driver in Formula 1 who has never won a race, never made an overtake and never wanted to. His name is Bernd Mayländer, he is German, and in March 2026, in Melbourne, he celebrated[...]
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August 1, 2023
F1 DRS: what it was, how it worked and what replaced it in 2026
Abu Dhabi, 7 December 2025, last lap of the last race of the season. Lando Norris is about to become world champion and hardly anyone is looking further back, where Kimi Antonelli is chasing [...]
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August 1, 2023
Trackside advertising: how it works and who sells it in Formula 1 and MotoGP
Watch a Formula 1 start and try counting the brands. Not the ones on the cars: the ones around them. The boards along the straight, the lettering on the walls, the names on the grandstands an[...]
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July 28, 2023
Spa-Francorchamps circuit: history, Eau Rouge and what it means for Formula 1
Sunday 19 July 2026, the Belgian Ardennes. Kimi Antonelli crosses the line to win the Belgian Grand Prix ahead of Charles Leclerc and Max Verstappen: it is the sixth win of his season, and th[...]
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July 27, 2023
What Formula 1 teams are worth: the economic growth from 2019 to today
November 2025. Toto Wolff sells 15% of his stake in Mercedes to George Kurtz, the founder of CrowdStrike and already one of the team’s commercial partners. Wolff owns a third of the tea[...]
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