Formula 1: On second thought, bring back Bernie Ecclestone

Bernie Ecclestone was both feared and reviled in Formula 1, but he ultimately did what was needed for the sport. Liberty Media need to do the same.

When Liberty Media took over commercial control of Formula 1, F1 fans welcomed the change. Fans saw the new owners as a more progressive option to Bernie Ecclestone’s draconian management style.

While Liberty has made F1 more open on social media and diminished Ecclestone’s grip on the sport by using a management by committee structure, with Chase Carey as CEO of the Formula One Group, Ross Brawn as Motor Sports Managing Director, and Sean Bratches as Commercial Managing Director, most of Liberty’s changes and ideas haven’t gained traction and some changes seem completely unnecessary.

Liberty began to re-make F1 in their image last year starting in Abu Dhabi when they unveiled a new logo during the podium celebration. Liberty had planned to market the new logo on merchandise beginning in Australia this past weekend.

However, the logo is in possible litigation for trademark infringement. More cosmetic changes were made over the offseason, including the introduction of a new typeface and the recording of a theme song to be used in worldwide broadcasts.

To attract a wider audience, Liberty announced a paid streaming service which they called F1 TV, which has been delayed indefinitely. For American audiences, Liberty announced that ESPN would be carrying Sky Sports F1 coverage for the year. ESPN’s first F1 broadcast was a disaster, which ESPN apologized for.

Smaller changes by the leadership group include the introduction of the “Grid Kids” to replace the “Grid Girls”, and they were first seen in Melbourne and will be used for the foreseeable future.

Other potential changes include adding Grand Prix events in Vietnam and Denmark, and according to Bratches, F1 has a list of 40 other potential venues to choose from, including other U.S. races.

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While some fans like the changes, particularly the relaxing of the social media rules, others see Liberty’s attempt at a rebrand as too costly or ill-conceived. In fact, every one of Liberty’s changes so far has hit a snag or been criticized as needless window dressing.

That’s why F1 needs Ecclestone. The 87-year-old ruled F1 with an iron fist for 38 years, beginning in 1978. His word was absolute; if something got in the way of promoting the best of F1, Ecclestone was not afraid to say no and/or walk away, which is something the new commercial leadership severely lacks. While Ecclestone’s totalitarian leadership made F1 highly successful for commercial partners, it made F1 somewhat of a struggle for fans. But under Ecclestone, F1 was the pinnacle of motorsport.

It was because of Ecclestone that F1 became one of the safest sports. Track safety became homogenized with medical and safety personnel required on-site, and cars became safer with the introduction of the HANS device (head restraint system) and the carbon fiber monocoque.

Under Ecclestone, F1 saw a massive rise in global viewership and profits, buoyed by the success of drivers such as Ayrton Senna, Michael Schumacher, Lewis Hamilton, and Sebastian Vettel.

The changes Ecclestone made weren’t always right or popular, such as the continued uncertainty over the British Grand Prix at Silverstone due to rising costs, but one must concede that the 87-year-old’s decisions weren’t frivolous. He didn’t try to reinvent F1 like Liberty are trying to do. He promoted the sport to the best of his ability and to the delight of F1’s commercial partners.

In the cutthroat world of motorsport, you need a dictatorship, not a democracy. Liberty are trying to satisfy everyone while not satisfying anyone. Ecclestone’s ability to block out criticism and do what he thought was right for the commercial side of the sport without being too apparent made the diminutive former boss of F1 a force.

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If Liberty Media are to be successful, they will need to use some of Bernie Ecclestone’s tactics in future negotiations. Or better yet, just bring back Bernie.

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