But we did ask ourselves in the board what are the pillars that make up F1 beyond the emotional connection to the sport, how do we look at this from a rational point of view,” Källenius explained. He listed four of these pillars:
“The first is how is the show? Is the show good? And what about the fan base?
“What we have seen in the latest year, particularly through social media, is an explosion in the reach. And the best news is the younger fans are coming – so the 15 to 30-year-olds – through esports and through social media and through a great show. I don’t know a motorsport spectacle that is better than Formula 1. So that was question number one answered with a ‘yes’.
“Two is that we have made a very clear commitment as Daimler and Mercedes to go into a CO2-neutral future. We have an ambition for 2039, we want to achieve a CO2-neutral position in three product life cycles, within 20 years.
“I don’t know a motorsport spectacle better than F1” – Kallenius
“There has to be a credible path towards sustainable motorsport as well and I have spoken to Greg Maffei [CEO of F1’s parent, Liberty Media] about this, who very much agrees with it. We put out a manifesto to the team earlier this year of how we are going to take the Mercedes Formula 1 team towards CO2 neutrality, and technology is an important part of that.
“It’s a hybrid formula already today. I can see the electrical piece of it increasing and I can see it as a testing ground for lower carbon and no-carbon fuels that will play some role in the world going carbon neutral eventually. So can you credibly make the sport sustainable? I believe yes, and we are committed to it.
“The third thing was financial sustainability. The [budget] cap helps, we were an advocate for it, and it makes the economic proposition better, so I think we are ticking that box as well.
“And the fourth one is does it always have to be a cost centre and can it be a sports franchise like a football club of an NFL team? We can see now that people are starting to look at this more like sport franchises.”
The three-way deal makes enormous sense for Wolff, who gains additional shares (and possibly the option of more), for Ineos, which gains a world championship-winning team spearheaded by a global personality with whom to launch a ‘sportwashing’ programme, and, last but not least, for Mercedes – which can phase out of F1 gradually. Indeed, that phase-out started last week.
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