The SIG Column – 15 June
Following his debut Grand Prix win in Montreal, Lewis Hamilton is the
new pin-up boy of F1. But Drew Barrand, head of media at Sport Industry Group,
questions whether the precocious 22-year old can reinvigorate British interest
in the sport in the long-term…
You can see where Fernando Alonso’s coming from. It’s impossible not to look
at Lewis Hamilton without a hint of jealousy. Young, handsome and precociously
talented, here is a man with the sporting world at his feet.
His debut Grand Prix win at Montreal last weekend in only his sixth start
prompted widespread accolades from the sport’s greats and led the UK press to
map out his entire career all the way to becoming Britain’s most decorated
driver of all time.
But Hamilton brings something much more vital to F1 than his pin-up status –
he has the potential to single-handedly revive the sport in the UK. Bernie
Ecclestone knows better than anyone that a thriving UK fan base for F1 is a
crucial cog in the sport’s global wheel but of late that cog has turned rusty.
Starved of a successful driver for the best part of a decade where Michael
Schumacher and Ferrari’s domination proved a major turn-off, UK audiences
deserted the glitz and glamour of F1 in droves. With the below-par facilities at
Silverstone also threatening its place on the F1 calendar, support for the sport
in this country was at an all-time low.
The emergence of Hamilton however has revitalised interest overnight. Proof,
if proof were needed, that every sport needs successful national heroes.
Research from TNS, produced exclusively for Sportindustry.biz, showed that
during the last 3 F1 races, UK TV audiences have increased by a whopping 43% to
just under 6m viewers. The cumulative average audience in the UK from the 6
races of the season thus far has also risen 13.1% on 2006.
Such massive audience spikes are becoming known in industry circles as the
‘Hamilton Effect’ and all after a fledgling career spanning a paltry six races.
We’ve been here before of course. Jenson Button, David Coulthard, Eddie
Irvine were all hailed as the saviour of F1 in the UK but were unable to back up
their various attributes with long-term success at the top of the grid. You have
to look back as far as the early 90s to Damon Hill and Nigel Mansell to actually
find British F1 champions, and neither really set the media’s hearts racing in
the way Hamilton has managed.
It’s not just the prospect of Britain producing an F1 champion that’s driving
the ‘Hamilton Effect’. The way he conducts himself merges the media charm of
Button and Irvine with the talent and ability of Hill and Mansell. In essence,
he is the sum of all parts, combining all of the attributes of the British
drivers that have gone before him but in one complete package.
As a result, sponsors are clamouring to get a piece of him. Gigantic
billboards of his face adorn airports and city tower blocks around the world.
It’s already difficult to go anywhere without his image staring back at you.
A word of caution however. For all his talent and potential, there are the
problems that over-exposure creates.
The Hamilton bandwagon has risen to such a level in such a short space of
time that nothing short of him ending his debut season as world champion will
placate the demands of the masses. A few bits of bad luck – a blown engine here
and the odd piece of youthful exuberance there – could snatch the dream away
from his and his army of fans’ grasp.
It’s not easy carrying the nation’s hopes on your shoulders. Just ask Tim
Henman. It’s easy to become the guy who flatters to deceive.
He has it all before him but it’s just too early to tell whether the
‘Hamilton Effect’ can truly drag British F1 audiences out of the mire for good.
What we do know however is that, of all the hopes for F1 success the UK has
had before, Hamilton is by far and away the most impressive. Given the way he’s
handled his success thus far, it would take a brave man to bet against him
delivering on his promise.
