Inside Formula 1: Business. Lifestyle. Power.
A Mexican standoff
The final stretch of the 2015 Formula 1 season is here and the two Red Bull teams are still without a confirmed engine supplier. Predicting how this debacle would end is difficult, but we can at least analyse the actions…
Kicking and screaming
By George Woods Baker | Fans drive the numbers and never before has fan engagement been more critical to the life blood of Formula 1, a legacy sport playing catch-up in the fast-moving digital age we live in. Formula 1’s principal…
My Fantasy F1 Team: Zak Brown
An impressive businessman, racing expert, CEO of McLaren Racing, mister Zak Brown gives the Paddock magazine his fantasy Formula 1 set. The drivers As a marketer, my driver would be Tom Cruise. He’s a sponsor’s dream: fast, brave, exciting, and charismatic with…
Wings For Life!
Wings For Life! Infiniti Red Bull Racing driver Daniel Ricciardo has signed and donated some very special racing helmets from his 2015 Formula 1 season alongside the racing legend Mark Webber, who has donated a signed 2014 race suit to raise…
Brembo Brake Facts: Abu Dhabi!
Brembo Brake Facts: Abu Dhabi The hardest braking point for a Formula 1 car on the Yas Marina Circuit lies ahead of the eight corner: the driver has to decelerate by 272 km/h within 1.65 seconds over just 155 metres.…
Williams F1 on Pole Position in Sao Paulo
Williams F1 on Pole Position in Sao Paulo! The last time this happened was in 2010. But who was the driver at that time? A little brain-twister for Williams F1 Team racers Felipe Massa and Valtteri Bottas: More interesting videos…
Gossip Grip: November
By Kunal Shah and Mithila Mehta | Ferrari recently claimed that they weren’t interested in the commercial rights of Formula 1. Yes, such an attempt would be somewhat away from their core business, but it just seems a bit strange that…
Caramba and Samba with Lewis Hamilton: Circuit Preview
Caramba and Samba with Lewis Hamilton! “Ayrton Senna was my favourite when I was a kid. And when I came to Sao Paulo there first I really felt his presence. It was always a dream for me to race in…
Too fast to fold
Too fast to fold. Consider the following: A modern Formula 1 car has nearly 80.000 components. Its power unit – the most sophisticated part – consists of around 5.000 components. Its complex electronics require more than one kilometre of cables…
Emirates takes a Red Bull turn with jetman ad
Emirates is a company that’s very close to Formula 1 business-wise, yet it was only pretty recently that it turned full-throttle mode on its advertising, with two most interesting video ads featuring annoyingly rich Jennifer Aniston and a few jetmen…
Brembo Brake Facts – Brazil
Brembo Brake Facts – Brazil Click here to subscribe to our print edition! The hardest braking point on the Autódromo Jose Carlos Pace lies ahead of the first corner. The Formula 1 driver has to decelerate by 241 km/h within 1.43…
How social media can solve F1’s problems
Formula 1 has finally embraced social media this year, but the sport still has a long way to go. What did Juan Manuel Fangio eat for breakfast? Did Ayrton Senna sing in his car? It’s questions like this that no…
