Comment of the day - surely!

Wow - need to review your meds?

no one would be able to spell or pronounce without guessing

Just spent a full minute trying to whisper the correct spelling.

“We of course aim to be competitive on the track but we also commit to entertaining fans off the track. To support our plans, we have already brought onboard an impressive team of motorsport executives, music and entertainment industry experts and creatives who will help bring this vision to life.”

Good to know they have got the priority people on board first, the engineers and mechanics can come later.

Indeed, looking forward to hearing the existing teams talking about how much more value this startup would add to F1 compared to a motor manufacturer and a racing legend…

Red Bull is literally an energy drinks company doing this for the “extreme sports” marketing of the brand. Who actually cares..? If the team and drivers try to win as hard as everyone else and do well, no one will care about all the other stuff. And also… welcome to the modern world. Whether you like it or not branding and the extraneous stuff counts, and it’s why F1 ever got anywhere. The personalities and the drama whether you like it or not. The Hamilton Vs Verstappen, or back to Senna Vs Prost. The sport wouldn’t exist without such characters and the drama of it all that brings fans in. The very niche fan bases and little money swirling around in lower racing categories kinda shows this. F1 would simply not exist without these other areas propping up the sport.

That's the spirit my friend!

That was the good old days. But if you look a the comments under the article, people don't want that anymore. Such a shame because it was fun and from time to time it provided some good racing.

I hope you're not one of those people feeling nostalgic about Life, Coloni-Subaru and Andrea Moda.

It's the

music and entertainment industry experts

that concerns me.

They are making it clear from day one that this isn't about a love of F1.
They want to buy into the Showbiz aspect as much as the racing, probably more as they wont have to pay Liberty a cut of their music/game/movie profits if they know what they are doing ;)

@davidhunter13 for a start, the Benetton family spent several years building connections within the motorsport world through their sponsorship deals of other entities, such as through sponsoring Euroracing when Alfa Romeo sub-contracted the management of their works team to them.

That eventually resulted in the takeover of Toleman, which was an established team with some fairly well respected technical staff on board, like Rory Byrne, and Luciano was respected for the way that he sought to maintain and build the technical department that had been at Toleman, as well as the deals he did to broker the agreement with BMW for engines.

Wasn’t Benetton a fashion brand..? How is this any different?

+1