Lewis Hamilton is hoping that Formula One’s new owners Liberty Media will make use of social media in a similar way as other sports in order to attract a new generation of followers.
The Mercedes AMG Petronas Formula One Team driver is far from shy in his online world, sharing most days with his multitude of fans. And he is certainly not the only driver to make use of its convenience in connecting with his supporters. But drivers are under tight restrictions discouraging any broadcasting from the paddock, boundaries Hamilton himself has been known to push.
His argument is that Formula One is failing to keep up with the times, proving almost archaic in their phobia of digital media’s evolution.
“If you look at football, social media is so much greater, they utilise social media a lot better in football, in the NBA, in the NFL,” he said.
“In F1 every time, for example, I would have posted a picture or a video, I would have got a warning from the FIA, or notice telling you to take it down.”
The three-time champion is looking to Liberty Media to revolutionise the way in which teams connect with viewers, especially as social media is both proven and free.
“This year I am hoping that they will change that rule, and allow social media for all of us – because social media is obviously an incredible medium for the world to communicate with,” he continued.
“And for the sport to be able to grow, it is a super easy free tool to grow for the sport, for us to use, to share it, to engage with other people.”
Hamilton added that he has experienced the positive effect that social media can have on attracting newcomers, and believes it is the way forward.
“There are people who are following me who have not been F1 fans for a long, long time, but one of their friends who happens to follow me or one of the other drivers has said to follow, and [they have] since started to watch the races.
“I am sure it is one of the fastest and it’s the new way, the new way forwards.”