After Liberty Media took over control of Formula 1 from Bernie Ecclestone, one of their primary goals was to create engaging social media campaigns to try and popularize the sport.
With their help, a docu-series was commissioned with Netflix in 2018 called Drive To Survive and the rest, as they say, was history.
The series wanted to focus on the behind-the-scenes of what goes on in and around the Formula 1 paddock.
Due to the success of the show, the 2021 season opener in Bahrain was the most-watched Grand Prix event in the US in the 70-year history of the sport.
McLaren CEO Zak Brown claims that famous people like American TV presenter Michael Strahan have started to recognise him owing to the series.
“He came to me in a New York restaurant. A very polite guy who likes McLaren. And the first thing he said to me was, ‘I saw you on Netflix!’ So I think that made a difference, especially in the US,” said Zak Brown.
Formula 1 has been a very secretive sport. Fans never really had much of an idea about what goes on behind the races – backroom politics and an intense fight to gain advantage over competitors. These scenarios were revealed on the show and was responsible for its success, according to Brown.
“The exciting thing about Formula 1 is that it isolates itself. You couldn’t look inside. For years people have wanted to see what’s going on in the Formula 1 paddock. But they weren’t allowed to. But now we’ve opened our gates and many are amazed,” Brown explained.
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