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Flippy Floppies

Howdy, hi, hello. Welcome to Engine Failure, a culture newsletter that dives into what the fuck is really going on in Formula 1. It’s written by me, Lily Herman.

Greetings, pals! What a time!

I’ve been away for a while — a loooooong while. If you forgot that you subscribed to this newsletter in the past five months or so, I’m here to tell you that you did, in fact, do that at some point; I did not subscribe you on your behalf. Regardless, stick around and see what EF is about.

Once again, I’d like to say thank you to everyone for bearing with me. It’s been a weird year — much weirder than I was expecting. I feel like Ted Mosby at the end of How I Met Your Mother season four when he’s standing over the ledge of his apartment building about to jump to that other rooftop next door and starts monologuing (to A.C. Newman's "Prophets", no less) about everything he did in the span of 12 months. (But unlike Ted, I did not get beat up by a goat or, like, the 127 other things that happen during that season.)

And now a request heading into 2024: If you happen to work for a big brand with some money to spend and you want to be part of a very wild experiment that involves me, this newsletter, a Grand Prix (likely a North American-based one), and an absolutely bonkers commitment to the bit on my part, email me. I have some things that I’d like to execute but very much can’t afford on my own. And I promise this stunt will get eyeballs.

All right, I’m ready to stop blabbering a bunch of nonsense and get to gabbing about a bunch of other nonsense. Today's big meta-analysis and cultural critique is dedicated to the big topic on everybody's minds, which is...
 

Is Formula 1 Entering a Flop Era?

Questions surrounding Formula 1’s future were surfacing before the 2023 season even started, and while there’ve been some good articles, videos, and threads tackling various aspects of what’s unfolded as far as the sport’s meteoric growth and race shenanigans are concerned, I believe we’re missing some larger connective tissue between multiple aspects of the discourse; I'm aiming to fill all of that in and give a more holistic look — not just at what's happening on the track or strictly in the paddock — at how the hell we got here and what we (or rather, F1) can do differently in the future to make sure this whole enterprise doesn't spiral.

A prologue to our journey: This summer, I read a great Rolling Stone interview with actor and comedian Randall Park — better known to some people as The Office's Asian Jim — talking about his directorial debut Shortcomings. (It stars Justin H. Min, who is both a snack and a meal; I mean that aesthetically as well as dramaturgically.) However, one snippet of Park’s Q&A went viral on social media — particularly in girlboss-y Instagram circles — that had nothing to do with his work. Instead, he was talking about Asian American representation in Hollywood and the backslides it’s seen despite several massive critically and commercially successful projects in recent years; he then ended his remarks with a separate instance of studios misunderstanding why audiences were drawn to a certain popular film: “I feel like, just in general, this industry is taking the wrong lessons. For example, Barbie is this massive blockbuster, and the idea is: Make more movies about toys! No. Make more movies by and about women!”

Randall Park inadvertently captured a larger thought I’ve been mulling over for months in terms of how Formula 1 has mishandled many of its pandemic-era good fortunes and now continues to misinterpret its achievements and ignore its endless areas of improvement. All this to say, *Carrie Bradshaw voice* I couldn’t help but wonder: Is everyone also taking away the wrong lessons from the sport’s post-Drive to Survive boom?

Our odyssey will take us far and wide. In this EF issue, we'll talk about:

  • How the Las Vegas Grand Prix became the biggest case study of everything fun and outrageously messy about F1.

  • Where Drive to Survive stands now just a few months before its sixth season premiere and after Box to Box Films has started releasing new sports projects left and right. We’ll also situate this in the bigger and much more expansive ecosystem of sports film projects.

  • The utter nonsense in F1 media and sports media at large, as well as the pros and cons of F1's increasing reliance on a cottage industry of digital content creator hobbyists and bloggers as opposed to trained media professionals. (And what happens when, well, no one wants to pay those professionals?)

  • The lack of on-track action, particularly at the top of the leaderboard. To be honest, a lot of that discourse has already been well-mined this season, but I’ll venture to add a few more considerations to the mix.

All right, we have our roadmap. Onward, biddies!
 

Part I: Where Does the Las Vegas Grand Prix Fit Into All of This?

Our story begins with the end of the season in Las Vegas.

To put it bluntly, the Las Vegas race weekend showed that F1 has quite the inflated view of its own self-importance as an organization, a sport, and a necessity. And of course, just because F1 is aware of its growth doesn’t mean it has an accurate view of that growth. (Also, Formula 1 execs keep touting this super vague and highly questionable claim that the race brought an economic boost to Vegas that’s bigger than two Super Bowls. First of all, where are they pulling these numbers from? I’m a bitch who loves receipts and a good spreadsheet. And second, who will actually see the benefits of all of that alleged money if it does, in fact, exist? I doubt it’s The Everyman™ in Sin City. )

I’ve been a day one, hour one, minute one skeptic of the Las Vegas Grand Prix, largely due to the fact that I’m someone who can spot PR spin from a mile away — and this race had that in spades even when it was still just a rumor. Anyone with two brain cells to rub together could tell that the LVGP was never going to come without enormous asterisks: Constructing the street circuit on one of the busiest roads in America was always going to be a logistical and operational nightmare; F1’s shameless cash grabs at every turn were going to price out most fans, piss off tons of businesses, and leave very little margin for error; and you could see the problems with local stakeholders and communities coming from a mile away. Not to mention, Vegas doesn’t need F1; it’ll still ~Vegas~ regardless of if this clown car caravan comes to town.

Now of course, I want to talk about some of the positive feedback people either gave me or publicly discussed follow the race:

  • A lot of folks mentioned what a refreshing change of pace it was to have the circuit right next to most of the accommodations. Many GPs are in the middle of nowhere, logistically challenging to get to, and/or are way too small considering the crowds they draw nowadays, meaning that attendees spend several hours every day just getting to and from a circuit. There's a lot to be said for most fans getting where they need to go with more relative ease.

  • Related to that: Plenty of folks said they liked the more contained nature of the entire weekend. Sure, many GPs will have “fan experience” stuff to do in one area of a city or region away from the circuit itself, but several people pointed out that in Vegas, they could be in their hotel one minute, at the track the next, and then walking into a casino or nightclub or restaurant soon after.

  • I feel like the branding and hype around this GP very much made all attendees aware that this was meant to be a premium experience. Sometimes, F1 fans show up to GPs with huge gaps in their expectations versus the reality of many of these races, whereas I feel like everybody was on the same page at a race for once.

  • When the weekend was over, attendees and drivers alike thought that it was generally a decent-to-good enough race. It probably won’t go down as one of the most iconic weekends of all time as far as the actual driving, but expectations were so low by Saturday night that I think folks were pleasantly surprised that no driver was impaled by an improperly sealed manhole cover on international television. (A low bar, in my opinion! But F1 cleared it!)

So, those are some of the big pluses. Let’s go a little further towards the other end of the spectrum. 

It probably goes without saying that F1 is hornier than a reformed rake in a Gilded Age romance novel when it comes to American money. Even though some attendees said they had a good time and driver response has been generally positive after the fact, the LVGP had quite few obstacles to overcome — aside from the very obvious manhole cover problem and free practice viewing debacle:

  • Higher-ups assumed that there’d be an unlimited supply of people — especially Americans — who’d have the ability to shell out hilarious sums of money for a single weekend on the Strip. There really wasn’t any evidence to support that, and ticket sales were always an issue with this race. I don’t think smaller GP crowds are inherently a bad thing, but it’s obvious that’s not what F1 was going for, and it meant their PR/comms squad had to wrangle some bad press.

  • The race happened at 10pm local time, which means a whole lot of people couldn’t watch it due to their time zone — including many Americans. Some of the Vegas hype people have been touting numbers released from ESPN that showed that 1.3 million Americans watched this GP — making it more viewed than the USGP but less viewed than the Miami GP (despite the other two being aired on ABC aka network TV) — but as usual, this is a bit like comparing apples to oranges past a certain point. Also, if you like cherry-picked data and want to see how far F1 still has to go in terms of capturing Americans' sports attention at large: Just 48 hours after the LVGP, nearly 29 million Americans tuned in to watch the Chiefs-Eagles game, known to some as the 2023 Super Bowl rematch and others as the Taylor Swift Bowl, making it the biggest Monday Night Football audience since 1996.

  • F1 as an org has reportedly managed to piss off government entities, businesses, and residents within a bazillion miles of Vegas, prompting questions about if the event will realistically be hosted for many years to come, regardless of what F1 says now. Elizabeth Blackstock, one of few motorsports journalists consistently holding F1’s feet to the fire over this race (and in general), did real-ass, on-the-ground reporting with people who actually live and work in Vegas; they had much more nuanced, measured things to say about the race and its larger implications if significant changes aren't made.

  • The motorsports series didn't even have an exciting championship race to fall back on since Max Verstappen snagged his third consecutive title weeks ago. We also don't have the most exciting homegrown American driver in Logan Sargeant, who’s had to claim three different races as his home GPs this year and did lackluster press for all of them. I certainly think Vegas was his strongest showing as far as interviews were concerned, but the man just simply doesn’t rouse a ‘Murican crowd. (Plus, his situation at Williams is looking super murky as the 2023 season comes to an end.)

Personally, I actually found the racing faaaaar less interesting than the media sparring that was going on throughout the weeks and months leading up to Vegas and then through the race weekend itself. Why did we see such wildly hyperbolic coverage of this race, and why were some folks acting like it was the greatest thing since sliced bread when there were clearly some big discrepanices?

I can’t talk about this aspect of the Grand Prix without saying, with complete earnestness, that there hasn’t been enough credit given to F1’s PR/comms team — and specifically the American-based agency it outsourced much of that work to — for the 48-hour turnaround in media sentiment of the race as the weekend unfolded. I say this without a lick of snark: It was damn impressive, and I’m sure very few people were actually paying attention to how difficult that is to pull off. Truly, it was a masterclass! We went from folks saying on Thursday night that this GP was going to burst into flames and become the newly formed 10th circle of hell to people claiming that it was the greatest sporting event in the history of human civilization by Sunday morning. While these types of reactionary claims don’t come close to telling the full story, hats off to that tiny PR team for managing this narrative arc. Somebody get Molly McPherson on this ASAP!

I'll be honest: This race in particular, more than any other, had some higher-profile folks in the space rooting a little too hard for its triumph all year, and they tried to very quickly sweep any discord under the rug and declare the weekend an unmitigated success. But many of those folks with the loudest voices on how “worth it” the LVGP was were people who had special privileges, like gaining access to the paddock or a specific team’s garage, glitzy star-studded events that required an “in,” and/or corporate brand money (which, in many cases, paid for their trips). I’m not a Bitter Betty that those folks got those opportunities; however, as someone who attended a Grand Prix with a major sponsor earlier this year, I can say from first-hand experience that it certainly changes your perspective, no matter how objective you’re trying to be. It was delightful to have access to air-conditioning in the swamp-ass heat of Florida last May, and it’d be ridiculous for me to discount how that altered the way I felt during that entire race weekend compared to attendees who were out in the blazing sun for eight to 10 hours a day. The same principle applies here.

I enjoy the voyeurism associated with watching biddies do Rich People Things™ as much as any other person; I’m a Taurus, after all. But there’s a difference between simply showing off all of that access (do you!) versus pretending that it means your voice can give a be-all, end-all depiction of what attending a certain GP must be like for everybody. Those opinions can swirl around in the ether just like all of the other ones, but I’m personally not interested in prioritizing them. And honestly, we should all be a little suspicious of anyone in the F1 world who’s pretending that all was perfect in Sin City.

And a last issue related to this: I was disappointed to see that many U.S.-based outlets sent random writers to the Grand Prix who either said outright that they weren’t F1 fans and/or made it clear they were sent by a brand or on someone’s dime to simply take in the glitzy splendor of the Vegas weekend. (Even worse, many of those same outlets have definitely worked with freelancers on pieces about Formula 1 in the past, and it seemed odd that they wouldn’t commission work from those people, many of whom were already present at the race.) Not only did that create a ton of needlessly fluffy content — deliberately branded, thinly veiled in sponsorship, or otherwise — but it also led to some of the least inspired writing from American journalists on this sport this year. I’ve been incredibly complimentary in the past of the ways in which U.S. outlets — and a particularly scrappy cadre of freelancers on this side of the Atlantic — have innovated how this sport is talked about online and in print; while there were a few standouts, the Vegas race weekend was largely a bummer from a press perspective despite the fact that there were supposedly more writers and journalists doing coverage there than at pretty much any other F1 setting this year. I don't think everyone had to put out hard-hitting pieces on the state of the weekend, but across the board, there were missed opportunities galore!

Overall, the truth that emerges about Vegas seems to include a lot of smoke and mirrors (how appropriate!) and is much more complicated than the F1 institution would like you to believe; it also creates further complexities in how we talk about this season and Formula 1 as a whole. That race weekend was larger than life, but there also seemed to not really be a salient point to all of it. People moved on as they always do shortly thereafter; no one, for the most part, is sitting here still bathing in the excesses of Vegas. And I can't help but think about how all of that money — which apparently came out to around $500 million — could've been spent on improving so many other aspects of the sport that would've touched so many more fans, personnel, race volunteers, and more. Talk about taking away the wrong lessons.
 

Part II: The Box to Box Films Cinematic Universe Conundrum

The Vegas race weekend also brought about another pivotal cultural touchpoint in the growth of F1 in the U.S.: Netflix hosted its first-ever live sporting event, a golf tournament with professional golfers from the Box to Box Films series Full Swing and F1 drivers who were obviously seen on Drive to Survive. But that's only part of a larger story of Formula 1's ever-evolving relationship to DTS.

As Izzy Ramirez laid out in her great piece summarizing the sport’s recent growth, Formula 1 as an institution is dealing with problems related to growing too fast, not having particularly interesting or innovative solutions to new issues, and no serious organizational interest in really understanding its new audiences past how much money can be made off of them. Drive to Survive is at the center of all of those puzzles.

Personally, I’ve long thought of Box to Box Films' work as being broken down into three distinct phases so far. The first three seasons of DTS are phase one of the org’s project into getting new fans through its filmmaking. Seasons four and five — as well as the introduction of other Box to Box productions like Break Point and Full Swing— seem like phase two, where, as I’ve previously written, F1 and its various cast of characters begin to be a little too self-aware while the studio feels like it needs to keep introducing shiny new things to keep momentum and expand its cinematic universe. Now, the Netflix Cup signals the beginning of phase three for Box to Box Films, which includes its version of when the Marvel Cinematic Universe collapsed several different superhero storylines into a single movie franchise. This was meant to be the phase where F1 was fully embraced by its newly acquired (and majorly American) audience during a seminal year that involved three U.S. races. As we now know, that didn't go quite as planned.

Now that we’re in phase three, I’ll posit a question I’ve previously asked in this newsletter: How long can DTS realistically go on for? Six seasons of any Netflix show, regardless of genre, is miraculous, but the longer it's around — and as the storytelling gets sloppier — the show and sport will be dealing with the law of diminishing returns. Sure, because the series will always exist somewhere on Netflix for the foreseeable future, there’ll always be a potential funnel for new fans. But it’s just not the same now that the novelty has worn off and the work product isn’t nearly as strong as it once was.

As we’ve established, Box to Box Films has put out a number of sports docuseries in the past year and a half, all in the hopes of chasing the initial success of Drive to Survive with other sports. There are, of course, some lingering problems with this strategy: 

  • The more saturated the market becomes, the less each individual project stands out and the more fatigued an audience tends to get. (While streaming services are very tight-lipped about their numbers, some other early indicators are showing this.)

  • All sports are different; trying to create equally compelling shows about motorsports, tennis, golf, and cycling, to name a few, is a tall order. Not to mention, some of these sports aren’t particularly accessible to a general audience even if the series itself is good. (I really enjoyed Tour de France: Unchained, but streaming the actual Tour de France isn’t necessarily straightforward here in the States, especially for any of the stages that aren’t the first or the last ones.)

  • Plenty of other studios and sports saw the fanfare around DTS and tried to copy the strategy. Just look at Welcome to Wrexham and Quarterback, which have different objectives but seem to have reached their various target audiences and are coming back for new seasons next year. (Also, I was initially going to do a whole section here about film theory with regards to sports docs, but it was getting far too cerebral, and even I was getting bored when reading my own analysis. That said, there's some really interesting literature on how the pandemic led to a massive boom specifically in sports docs, when sports docs came to be viewed as "quality" or "prestige" TV in it of themselves, and how sports docs go about crafting narratives nowadays. I even read chapters of a book dedicated to intersections of identity and sports narratives for fun!!!!)

And as that swath of documentary-style sports programming continues getting bigger, some larger existential issues continue to pop up:

  • What becomes the purpose of a show like Drive to Survive as it continues to produce new episodes? Is it meant to convert people into active F1 fans? Provide entertainment for folks who simply want to watch the show once a year? Keep existing fans engaged? Do all of the above or something else entirely? I can't really tell if the show or F1 as an org has an answer.

  • Just because people become fans of something doesn’t mean they’ll stay fans forever, especially without proper — and extensive — engagement. A sport’s central organization has to create and manage the infrastructure to build, maintain, and further grow a fandom. That requires a lot of know-how — and if F1 has shown us anything, it's that orgs don’t always take the common-sense route. (And while there are certainly plenty of individual people working within the F1 ecosystem who care a great deal about fans' experiences, the organization as an 70-year-old institution has made it clear it really only cares about our money, not as much about us as people or as various fandoms.)

  • Among the many wrong lessons lots of sports orgs are taking from this uptick in programming is the idea that a series is necessary or key for growth. But think about how a sport like pickleball has completely infiltrated the U.S., despite not being the subject of some massively successful docuseries project; instead, many see it as a local — and in some cases, divisive — hobby that everyday people can personally participate in with ease.

A last question I’ve been asking myself: Will Box to Box’s luck run out soon as far as all of these series are concerned? Personally, I believe 2024 and 2025 will be pivotal years, as the production company has more than half a dozen other sports projects in the works and is facing more competition than ever before in an ever-shifting film and TV landscape. The ground that Box to Box is relying on is shaky, and if doesn't look for ways to pivot, it could be difficult to find an easy way back to its roots.
 

Part III: Some Words for the F1 Media Ecosystem

So, we’ve talked about the Las Vegas Grand Prix, Drive to Survive’s precarious position, and the sports docuseries and documentary world as a whole as far as F1's current "era" is concerned. Now we’ve arrived at a little more in-depth chat about F1 media and where it fits into this larger discourse.

I kicked off 2023 by publishing a long piece on the state of F1 media, which I’d recommend refreshing yourselves on since I’m going to build on that essay instead of regurgitating a lot of what I said. Many of my criticisms of F1's media apparatus remain the same as they did a year ago: There are serious diversity, equity, and inclusion problems that've led to narrow coverage and an overarching complacency in many existing circles; F1 often holds access over people's heads to keep them in line (which stifles creativity, hiring, and reporting quality in the process); and certain people keep getting rewarded with more access for the wrong reasons — and don't have much to show for it.

Moreover, I'd add that as fewer and fewer opportunities exist for trained media professionals to get paid and make a living off of F1 reporting, we've seen the sport become increasingly reliant on unpaid (or inadequately compensated) labor from media hobbyists (who can run the gamut from being incredibly astute commentators in their own right to mortifyingly brainless clout chasers) and content creators who tend to be more focused on entertainment than journalism. (I love a funny TikTok video as much as the next gal, but that kind of work cannot sustain an entire industry on its own; we need a diversified ecosystem with many different offerings and perspectives — and folks who get paid!) When we talk about what can lead an enterprise like F1 to flop, much of the focus is on what's happening in the main arena (in this case, on the track), but if there isn't a robust media world — both within the org as well as independent of it — the sport, its participants, and its fans suffer as a whole.

As I was thinking all of this over, an important email landed in my inbox. There’s nothing better for me as a writer than when I’m working on something and the perfect (PERFECT!) article comes out to further bolster what I’m already trying to say. For me, that was this exquisite Esquire piece from Jordan Teicher titled “What Happened to All the Sports Books?” It’s not just a look at the 20 years since Michael Lewis’ seminal work Moneyball came out, but a larger analysis of sports media in general. I read it and then immediately sent it to about 15 writer/reporter friends in the F1 media space, who all replied with some version of “OH SHIT” and screenshots of quotes.

The article inadvertently speaks to sooooo many larger debacles we’re seeing in the F1 media space that are contributing to the sport's overarching problems with how its stories get told on the grid. Here are just a smattering of quotes that hit deep:

  • It should be noted that I’m a Michael Lewis hater (the dude can’t admit he was totally duped by FTX's Sam Bankman-Fried…how embarrassing), but this quote from him in Teicher's article rang true of the field: “I do wonder if the sheer volume, the nature of sports media right now, is a bit too messy for writers who are pregnant with an idea that might take longer to get out there.” There's something to be said for waiting for longer and deeper analysis, which can take a lot more time. As I said above, I've been saddened at the dwindling number of people in sports who get the opportunity to do that in general (and get paid — and paid WELL!), even more so in the F1 media ecosystem.

  • Michael Lewis continued: “In the past, a popular sports book could cement an athlete’s legacy for the next generation of fans. Today, a documentary is more likely to hold that power, which complicates matters for sportswriters. Getting your work optioned or adapted means extra income, but in the current media landscape, Americans are reading fewer books, according to Gallup. Meanwhile, over the last few years, demand for documentaries on streaming services more than doubled.” And even going that more lucrative sports doc route isn't all it cracked up to be in the long term. 

  • Another quote I loved from this piece came from writer Chris Herring, who discussed the problem with depending solely on sports media folks who follow around a specific team as opposed to others who can do more in-depth research and have a little distance from their subjects. It can also apply to the growing number of people talking about this sport in semi-professional or professional contexts who aren't necessarily lifelong F1 viewers: “Sometimes people who are around for the ride with teams like that, they rely on what they can remember as opposed to really diving into the research...I'm grateful I was able to take a different approach instead of assuming I knew everything already.”

  • And then to get at my earlier point about the LVGP having too many journalists, writers, media personalities, and content creators pretty much parroting official F1 talking points or brands' press releases, Teicher wrote, “Perhaps the most glaring problem with the 'new media' is that it’s now customary for the subjects of sports documentaries to also serve as producers or co-creators, which sanitizes the stories they’re trying to tell. The dynamic differs from autobiographies about sports figures, in which readers know a book only presents one person’s perspective. This new wave of sports documentaries blurs the lines of journalism and PR. As Lewis said, 'I have run across a bit more where the subject would say, ‘What’s in it for me?’” Once again, it is VERY rich that Michael Lewis is the one saying this considering that man swallowed Sam Bankman-Fried’s bullshit FTX spin in one giant gulp. But his larger point remains incredibly apt for what we're seeing in F1's media world.

These problems in sports media at large are going to impact F1 more and more in the upcoming year or two, and if there isn't more thought around this larger media matrix, it could end up worsening a potential F1 downturn.

I will say that despite the drawbacks, it’s a net-positive that so many people are opening themselves up to the idea that sports are always about more than just the activity at hand. So many parts of identity, societal structure, money, and more coalesce in sports, and I’m glad we’re all becoming more conscious consumers of these athletic feats we admire. But if we aren't thoughtful about some of these challenges unfolding before our eyes, it's only going to snowball into something harder to come back from down the line — and that affects all of us.
 

Part IV: Let's Discuss the Grid

As I prefaced at the beginning, I'm going to spend the least amount of time on this section, as it's the part of the sport's obstacles that most people are already focusing on.

Much attention has already been paid to Max Verstappen and Red Bull's domination this season, and it's been labeled as huge part of the reason the sport could become such a flop. I think that's a pretty simplified view that glosses over numerous other problems with how the sport is situated, but I do believe that one entity having such command over a sport is a pretty obvious — and not necessarily easy to solve — issue. Given that y'all probably already understand the broader implications of that and saw it in action for yourselves this season, it's not worth me spelling out.

To me, the other big conundrum as far as the grid and the sport's potential downward trajectory is concerned is the lack of turnover we're seeing among drivers and a subsequent lack of curiosity and hype around those who could join the ranks due to that slowed turnover. While we had three initial new rookies on the grid this year (whew, sorry to the Nyck de Vries fans out there), I'd say my little croissant Oscar Piastri stole the show as being the most singularly promising figure. I also didn't find Nico Hulkenberg or Daniel Ricciardo's returns to the grid to be all that awe-inspiring, especially given the teams they came back to. (Danny's subsequent injury and time away only made everything that much more underwhelming). And while a few questions remain about the grid for next year (largely Logan Sargeant's spot at Williams), there's simply not a lot to be excited for at the moment as far as new talent coming in since driver contracts are getting longer and longer. But given that numerous contracts are up next year and the 2024 silly season could be a real chance for some honest-to-God mix-ups, drama, and intrigue, it's putting more pressure on the sport to really deliver.

And then, of course, there's the much harder piece of the puzzle to solve: How do you get nine other teams to catch up to one that's beating everyone week in and week out? I know the fans of the sport who focus much more on its engineering aspects have a loooooot of thoughts on this, but at the end of the day, everything is easier said than done. We can all be hopeful that next year will get better on this front, but I'm not sure if we can count on that happening quite yet. Only time will tell.
 

Part V: So, Is Formula 1 Entering a Flop Era?

Ah, yes, let’s get to the whole point of this essay. No, I don’t not think F1 has officially entered its flop era yet — but the upcoming 2024 season is going to be a major inflection point that could very easily lead to a mortifying backslide — or, if Formula 1 plays its cards right (Vegas pun intended), it could take the sport to loftier heights.

I believe in the rule of threes, so it takes more than a season and a half of mostly lackluster nonsense for me to definitively say F1 has entered a slump, especially because it’s hard to compare anything to the outrageous championship battle we saw in 2021. (Not to mention, I’d argue 2021 was the Peak F1 WAG too. We were living the dream and didn’t even realize it!!!!!) Sports are a fickle business, where participants, commentators, and fans alike change their narratives on a dime and retroactively pivot their feelings on previous seasons. (Just look at Vegas: Some people thought Charles Leclerc’s performance was enough to wholly erase all of the criticism of the circuit from just 48 hours prior.) And no, I don't ascribe to this silly notion that only "real" fans would stick it out through the down times; plenty of other leading sports orgs have found ways to make room for new fans and maintain relationships with long-time ones when things weren't exactly on the up-and-up. That's part of their job as a business, and if an org is original and driven enough, those difficult times can offer breathing room for more innovation.

Besides, the idea of an ~era~, as re-popularized by Taylor Swift, is that it can be temporary and even make way for evolution into something else. Most of us don’t succeed or flop forever. However, there’s a difference between an individual person and a money-hungry sports juggernaut. Formula 1 could very well go from perhaps fully entering a flop era next year to simply becoming a more permanent flop if it’s not careful. The org is in a lengthy period of transition that it was wholly unprepared for — despite the fact that this is what it wanted and was working towards — and, to circle back to the Randall Park quote from the top of this piece, it's taking literally every single wrong lesson from the experience. It has, for lack of a better phrase, lost the plot over the past several years.

There are also some things that are a little trickier to solve — like having a singular (and divisive) driver from a single (also divisive) team dominate the past two seasons of racing — that are making those issues even more pronounced. Unless F1 decides to fling Max Verstappen, Christian Horner, Helmut Marko, and Adrian Newey into the stratosphere tomorrow, F1 as an org will need to find some other solutions ASAP.
 

Part VI: What F1 Needs to Do

Formula 1 really should start paying me money, because I have five ideas that would immediately make everything a lot more interesting and/or streamlined:

1. Go down to two American races if F1 isn't going to make all three really, really great. (I'm looking at you, Miami. I've actually embraced the idea that it could make a cool night race, but it needs a much more compelling circuit.) Also make it so that the LVGP won't anger the locals 24/7.

2. Stop leaving Andretti out in the cold and let us have a real American Team™. And then let that team completely lean into its American-ness! Forget F1 slapping bald eagles on a bunch of shit three times a year. I want drivers describing how to make their perfect bowl of Kraft Macaroni and Cheese! (AND IT MUST BE THE KIND WITH THE SPONGEBOB PASTA SHAPES!!!) Oh, and make team members visit every major American grocery chain and rate them! (You Wegmans kiddos had better watch out, because I’ll put my life on the line for Publix’s subs. I also live in fear of the damage that Piggly Wiggly enthusiasts could do if highly motivated.) Some people will say that adding an 11th team is a bit more complicated than that and blah, blah, blah, but I say everybody needs to stop being SHEEPLE!!!!

3. Standardize race weekend logistics. The fact that almost all of these circuits get to do their own thing operationally is one of the most ludicrous notions I've ever heard. I don't think F1 has to do a hostile takeover (because that would also be a gigantic mess), but the fact that race weekend experiences can differ so wildly — not just on the ground, but over simple logistical matters like ticket purchasing timelines and options — is so embarrassing. Get organized, F1! Act like an org that's actually worth billions of dollars!

4. Figure out how to give fans with general admission — or who are in the area but can't afford to attend races — the best experiences at the track and then work your way up to the Richie Riches. There are way more people with GA tickets and lawn chairs just fighting for a good spot to watch races despite having paid (in some cases) upwards of $500 for the weekend, and they deserve time and attention. Some teams and stakeholders are already working towards this, but there needs to be more institutional buy-in.

5. Get over those fears of working with actual journalists and media folks at large who offer thoughtful alternative reporting and opinions instead of towing the party line. I dislike times where I have to compliment the American sports ecosystem, but over here in the States, our Big Four sports — not to mention, motorsports series like NASCAR and IndyCar — tend to do a better (though I wouldn't call it perfect) job at giving access to a variety of different people from the media. I'm not saying the higher-ups at the Big Four LIKE those dissenters or go out of their way to perpetually cater to them and coddle them, but they understand the importance of not totally shutting out people with legit bonafides who are making their sports more interesting by not publishing what's basically a press release.

All right, I've said enough on this matter. Stick a fork in this season!
 

Like what you see? Check out other recent Engine Failure issues, check out the EF website, join EF’s Patreon, and then forward this newsletter to a friend because you're a nice person who wants to see me ~succeed~:

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Ah, I missed gossiping with a bunch of strangers on the internet, especially during a time when F1 at large is paying more attention than ever before to what's going on away from the track. I’m ready to talk about all of the piping hot WAG tea I’ve had to sit on for the bulk of this season.
 

WAGageddon 2023

You remember how Degrassi: The Next Generation got an almost entirely new cast between seasons nine and 10? (Goodbye, Emma Nelson and Manny Santos; hello, randos and a new version Clare Edwards, a character whom the show spent seven seasons trying to make me like. It didn’t work!) Well, it feels like that’s what happened from May to August this year with the F1 WAGs. The previous “generation” of WAGs fell like dominoes in the first half of 2023, and now we’re left with…a fuck ton of models. I’m not even generalizing here; almost all of these new women on the WAGs grid are models.

To do a lil’ recap of the major turnover and breakups we’ve seen since the year started:

  • Charles Leclerc stopped dating Charlotte Sine around this time last year and only a few months later started seeing Alexandra Saint Mleux, a woman who looks like a slightly more tan version of Charlotte but is a few years younger. She’s reportedly an art student, which makes sense, because all of these Monegasque kiddos seem to have what I call Rom-Com Jobs™. (Also, per my long-standing policy, I don't link to WAGs' private IG accounts, but Alexandra's adjacent art account has remained public.)

  • Carlos Sainz and Isa Hernaez are dunzo. He’s now dating model Rebecca Donaldson, whom I explained to my Patreon subscribers months ago has a Kardashian-adjacent claim to fame: She went as Scott Disick’s date to the series premiere of The Kardashians several years ago and became a quasi-plot point. (Also, ngl the Carlos/Isa breakup seems to have done wonders for Isa: Not only has she posted a number of subtweet-y gems on TikTok, but her style has been much more fun and experimental compared to her looks in the months prior to the conscious uncoupling.)

  • Esteban Ocon and Elena Berri are kaput. There’ve been some rumors linking him to some folks, but nothing I feel confident in discussing publicly. As for Elena, she started dating a guy who appears to, at the very least, spend a lot of time in Brazil, and she's been soft-launching him on IG Stories for the past four months. It’s a bit of overkill if you ask me, but do you, girlypop!

  • As I discussed last spring, Lance Stroll dated Israeli model and former reality TV contestant Dian Schwartz earlier this year, but that romance was short-lived. Now he’s with Canadian — you guessed it — model and former reality TV contestant Marilou Bélanger. I admire Lance's predictability.

  • Fernando Alonso and Andrea Schlager called it quits early on in 2023. Nando appears to have potentially kept up his trend of only dating women who already work in the paddock by being linked to Spanish F1 journalist Melissa Jiménez. They’ve been pretty quiet as of late though if they're still seeing each other, or at the very least, interest in them as a pair has died down.

  • Not directly on the grid but possibly the most interesting 180: Mick Schumacher and Justine Huysman parted ways last winter and he’s now with Danish model and sometimes-YouTuber and TikToker (in the way rich, conventionally attractive people half-ass every hobby) Laila Hasanovic. Their coupling coincides with him now looking like the sixth Backstreet Boy, and she’s attended several GPs in the past few months. Mick’s also become more of a fixture on her social media accounts, which is completely different from his time with Justine. (It’s a bit Swiftian a la moving from Joe Alwyn to Travis Kelce, if you ask me.)

So, why is everybody dating models? And what does this say about the state of Formula 1 WAGs culture, the culture of the sport at large, and about us as F1 fans? (Yes, I will always make this about me, the consumer!)

Let’s start with the F1 WAGs. On a surface level, it’s not that deep: Models are hot and F1 drivers can also be very hot and have that whole adrenaline thing going on. Additionally, it makes sense that a bunch of race car drivers, who are jet setters often meant to be seen and not heard, would find kindred spirits in models, who are in much of the same boat. (Unsurprisingly though, many of these models are more like "models" — as in, few are doing real modeling work that would realistically earn them a living — and they come from wealthy backgrounds and already run in the same tiny social circles that these drivers do.)

That said, what I do find fascinating is that F1 WAGs culture seems to be creating two extremes: Those few WAGs who are seen all around the paddock and even integrated into their partners’ teams (like Carmen Montero Mundt and Lily He) and those who don’t want to be seen at all. To be honest, I’m not surprised at the shift compared to just a year and a half ago; many of these women likely saw what happened to their predecessors (such as the mass cyberbullying Luisa Oliveira Barosa experienced simply for being Lando Norris’ girlfriend) and decided to opt out. I don’t blame ‘em. There’s also been plenty of criticism of some of their various sponcon efforts that took place within the confines of the paddock and the sport. The previous generations of F1 WAGs, which I’d say were around from January 2020 until June 2023, had to deal with a gigantic uptick in the sport’s popularity and interest in their personal and professional lives and tried to make a buck off of it; the new crop is a lot savvier in seeing that that didn’t always pay off in the long run.

The current F1 WAG recession is also in complete opposition to what we’re seeing in virtually every other sport, where there’s renewed hyper-interest in WAGs. Victoria Beckham was the real main character (if we’re being honest) of the Beckham docuseries, while Coleen Rooney finally told her side of the Wagatha Christie scandal in a new three-part doc on Hulu. (My quick review on the latter: It was very boring and should’ve been an 60-minute film. Coleen Rooney obviously had way too much creative control over that project and got rid of many of the juicy tidbits.) Alix Earle and Allison Kucharczyk (better known online as Allison Kuch) have become bonafide stars partially off of their NFL WAGdom. Meanwhile, as I predicted a year ago, Morgan Riddle has become top tennis WAG, complete with a lengthy New York Times profile.

And of course, there’s the most famous WAG of them all: Taylor Swift. I know media outlets all over the world are covering every single move of the courtship between Blondie and Travis Kelce, but it’s reached a level of tabloid absurdity here in the States I haven’t seen since the late aughts and early 2010s. There are a number of great pieces contextualizing the national obsession (and in some cases, growing fatigue) with these two that you can read here, here, here, here, here, here, here, here, and here.

Why so much WAGs worship? Part of it is society’s current obsession with nostalgia around aughts culture. We’re also really reaching peak social media voyeurism, where folks love to take a look behind the curtain and into the lives of folks who simply don’t act like us. And of course, media has made easy to get swept up in the love stories of these pairings; there’s a reason why sports romances are among the most popular subgenres in the larger romance novel market. But on top of all of that, WAGs offer a different entrance into sports than were previously open to many folks. They certainly aren’t the only avenue — nor am I suggesting that all women follow WAGs culture or that only women follow WAGs or that it's all that women can be interested in — but it’s definitely an access point that wasn’t as readily available in the same way.

Is F1 Driver Fashion Actually…Good™ Now?

I can’t believe I’m saying this, but for the first time probably ever (???), driver fashion is generally waaaaaay more interesting than WAGs fashion. Lewis Hamilton continues to be the undisputed king of the sartorial grid, while Zhou Guanyu still acts as his protégé, Pierre Gasly shows up ready to work from time to time, George Russell has sharpened his Tracy Flick sensibilities, and Charles Leclerc continues to wear assorted Tragic Pants™ that are very obviously a cry for help. (Somebody get that man a real therapist, I’m begging you!)

Additionally, I’m very intrigued to see which F1 drivers will be rockin’ the various runways at the four major Fashion Weeks next year given the rising profile of sports stars at these shindigs. Lewis Hamilton and Zhou Guanyu are givens (as are Fernando Alonso and Lance Stroll at whatever event Hugo Boss ends up doing), but could we see Pierre Gasly turn up again at a show or two again? Will George Russell make it to something Tommy Hilfiger-related? Only time will tell.

Meanwhile, Formula 1 itself might not necessarily be in a total flop era, but you know what is? WAGs fashion. I won’t mince words: Rich, (mostly) European models in their early-to-mid-twenties don’t make for the most interesting sartorial muses. It’s a lot of sameness: Neutral colors and very nineties-inspired, form-fitting silhouettes. I’m certainly not saying that what they wear is ugly; it’s just boring. They don’t have bad taste; many of them just lack any fashion point of view at all. (Here's an excellent piece by respected fashion writer Rachel Tashjian that best explains the difference.) I didn’t always love what former WAGs like Elena Berri or Sara Pagliaroli (TBT!) wore to the track every weekend when they were still dating Esteban and Lance, respectively, but at least there was something to discuss.

Another trend I’ve noticed across the board with the WAGs: They’ve been a lot more dressed down at circuits. While they’re not often showing up in sweatpants and slides most of the time, more than a few (like Oscar Piastri’s girlfriend Lily Zneimer, whose IG remains private) have opted for jeans on several occasions, and Kika Gomes’ casual dress silhouettes are more of the norm. Even Kelly Piquet, who’s taken a more low-key role this season, is showing up in chiller fits than what we saw just a year prior. I'm a little bummed all around as a fashion fan!
 

The Beauty Brand Going All In on Motorsports

Yes, I know fashion and beauty influencing within sports aren’t the same thing, but I’m putting this section in here and y’all will simply have to deal with it!!!

I was shocked to open my usual daily NYLON newsletter and discover that the outlet was doing a full editorial package of motorsports content ahead of the LGVP sponsored by ELF Cosmetics, whom y’all may vaguely remember sponsored Katherine Legge during her Indy 500 campaign last May. (She’s also profiled in the package.) The slate also pulls in old articles that NYLON’s published in the past, largely written by the talented India Roby, who re-popularized the term “motorcore” a year ago and gave it new life. (Tbh, I’m surprised NYLON didn’t hand this package over to India to write given how much she’s done with F1 on the site. I mean no disrespect to the writer who did it, of course.)

Longtime EF readers know that this is far from the first time beauty brands have mingled with motorsports. In fact, I interviewed intrepid motorsports podcaster and beauty publicist Manvi Mittal last year about the trend. Since then, we’ve seen other interesting campaigns, like Yuki Tsunoda teaming up with Bulk Homme for two seconds and Alex Albon doing hilarious little sponcon posts with CeraVe. (Y’all, it needs to be said that CeraVe is and always will be That Bitch™!!!!) Tbh I’m shocked that Lewis Hamilton seems to be dropping every kind of new product these days — including non-alcoholic spirits — except a moisturizer.
 

Friendship Bracelets Come to F1

I need to talk about Taylor Swift one more time here, because her influence has infiltrated the F1 stratosphere in another way: Friendship bracelets — as merch for sale, free items for fans to trade at GPs, and accessories for drivers — hit fever pitch this summer and fall.

I tapped Megan Varela Nunes, the owner of By Megs who also organized friendship bracelet swaps earlier this year, to weigh in on the craze. Here were her observations:

“Obviously the bracelet trading is a huge trend at Taylor Swift's Eras Tour, and it kind of flew over to other events, including the Harry Styles concert I went to. While trading, I realized it was such a relaxed and easy way to connect with new people. I’ve had so many (young) girls asking me for advice on going to GPs because they were nervous, especially going alone. So I shared the idea on TikTok to start trading friendship bracelets at GPs as a low-key way for F1 fangirlies to connect. You know the people who took time to make these bracelets are your kind of people, which the fangirlies immediately picked up. The first bracelets were traded in Austria!

Fast forward to the Dutch GP: I had a bunch of women reach out about a By Megs meet up, and I figured it’d would be fun to include bracelet trading. It was a huge success! I think about 30-40 women showed up, some trading bracelets and others just to hang out. By the end, girls were leaving together and shared phone numbers to stay in touch! The friendship bracelet trading meet up definitely reached its goal for me: Uniting women in this crazy male-dominated sport and making them feel like we belong at the tracks, silly girly crafts and all.”
 

No One Loves a Bomber Jacket Like Esteban Ocon

Y’all might know Luke Smith as the omniscient F1 reporter over at The Athletic, but I know him as A Very Kind Person I Randomly Ask For F1 Things And Then Say He Has To Do It In The Name Of Feminism. (He often complies simply because he's an incredibly nice person.) So when Luke told me he was having a little chitty-chatty with none other than French Ticonderoga No. 2 pencil Esteban Ocon earlier this year, I immediately asked if he could get any tea on Esteban’s obsession with bomber jackets. (The four jackets in the photos above only scratch the surface of his current collection.)

That answer wasn’t particularly enlightening (Luke tried!), but here was their brief convo on the subject:

Luke Smith: A friend of mine writes about F1 fashion and said you’re into bomber jackets at the moment. 

Esteban Ocon: Yes! 

LS: What is it about bomber jackets that you like? 

EO: I don’t know. I think I’ve linked up with a cool brand recently. They were very nice to put my logo, my number, and I love the jackets that they do. I’m wearing that quite often at the moment. It doesn’t have to be a particular style, it’s if I like the thing, I will wear it. It’s the same with music. I don’t have a particular style, whether it’s techno, rap, whatever. If it clicks, it clicks, and that’s what I’m thinking.

There you have it! But now I have a follow-up question: If Este will vibe with anything, do you think I could get him in one of those Loewe Polly Pocket tops? (And if not him, Lewis MUST try one. Somebody tell his stylist Eric Mcneal to get on this!!!!)

Folks, not a single driver — not even Max Verstappen — was spared the wrath of Carlos Sainz’s white pants this year, as he's wore them almost every single race weekend. Daniel Ricciardo broke his wrist! Liam Lawson VerStopped Max from making it to Q3 in Singapore! Charles Leclerc was fucked over countless times for reasons that obviously had nothing to do with Ferrari's messy strategic antics and everything to do with a pair of his teammate's apparel! (Side note: If you’re new to EF and think I’m on 12 different types of shrooms when I say all of this, you can read about the very tried-and-true Carlos Sainz Denim Theory.)

But in a twist that even M. Night Shyamalan couldn't have dreamed up, the white pants came for their owner during the 2023 season finale in Abu Dhabi. On top of a massive free practice crash, Carlos was out in Q1 during qualifying and proceeded to DNF at the end of the race following a truly puzzling tire strategy. All bets are off in 2024: We could be looking at a whole new pants matrix in the new year.

You know how Rebecca Donaldson can make her mark as a newly minted F1 WAG? She has the opportunity to complete the one important mission that Isa Hernaez couldn’t: Burning those damn white pants. (She should also toss the navy chinos in there too while she’s already building the blaze.) Make it a chic bonfire! Throw down some paella! Get Charles to play his sad classical music! Give Lewis the chance to make his triumphant XNDA return!

Wikifeet loves George Russell. TG1F talked to ~songwriting force~ Chloe Stroll. The making of Tour de France: Unchained. What’s next for McLaren in the U.S.? Check out Hulu’s Brawn GP documentary (fronted by Keanu Reeves!!!!) if you haven’t. Music and Vegas came together at the LVGP — at a cost. Is Alpine the F1 celeb magnet? Here’s what Formula 1 fans wore to the LVGP. Why can't the average human drive an F1 car? Sam Altman finding out he was ousted from OpenAI while he was at the LVGP is an incredible detail. James Vowles cares about Alex Albon’s hair. Oscar Piastri breaks down racing movies. Lando Norris and Tom Daley had a little chat. What’s the deal with the 2026 power units? Meet some karting kids. Hazel Southwell wrote an excellent history of Barbie and motorsports. Did the Wynn pull off its Ultimate Race Week promises? How did Vegas turn the Strip into a race track? Jimmy Kimmel x F1. Even celebs had to call in favors for the LVGP. Speaking of famous people, here’s who was in Sin City. Did Formula 1 accidentally help unionized Vegas casino workers? Sergio Perez gave his thoughts on his LVGP podium. Lando Norris is ready to be honest. A thread on F1 drivers and the jellycats they deserve. Alex Albon eats a lot of Korean barbecue. Speaking of Alex, he’s in a new era…including a fashion gal one. Rory McIlroy is psyched to shovel a bunch of money in Alpine’s direction. A Cut style editor went to the LVGP, and so did one from Vogue. A chat with Michael Mann, the director of the Ferrari movie. Daniel Ricciardo wants to perpetually be in his yeehaw era. Javier Bardem joined that Brad Pitt F1 movie, which has a milquetoast plot and and may or may not be happening…but at least Lewis Hamilton has faith in it. Here’s what those glitzy LVGP parties looked like. George Russell did more Eyeball Things™ in this profile. More on Full Swing. Fernando Alonso is now pretending to care about fashion. Felipe Massa continues to be the messiest bitch in the club. Lewis Hamilton is vibing with sobriety. Max Verstappen got the TIME cover story treatment…and also a WSJ profile. Zhou Guanyu wants y’all to know how he feels, and so does Logan Sargeant. This is apparently what the ladies should wear to an F1 circuit (if they’re rich AF). Ohhhhh, a Naomi Schiff interview! Danny Ric was once again trotted out as F1’s representative on American late-night TV…and daytime too, I guess. So, you want to become a Formula 1 fan. The music world is down to clown with F1. Here’s how F1 steering wheels work. Logan Sargeant was a Fashion Girly™ for a day. Wait, there was a TACKLE at the Netflix Cup???

I’m not gonna worry about the Conspiracy Corner question from this summer, so let’s start from scratch here.

Today’s question: In honor of the film adaptation of The Ballad of Songbirds and Snakes coming out earlier this month, which F1 driver do you think is most likely to win the Hunger Games, and what would his strategy be?

Submit your answer here.

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