The Big Interview: Sam Bird
Virgin Racing driver Sam Bird speaks to sportindustry.biz about the first season of Formula E racing and his relationship with Sir Richard Branson and the Virgin Group.
The inaugural season of Formula E comes to a close this weekend in London. How successful do you think this new concept of electric-car racing has been?
I think it’s been extremely well received. It’s grown as the series has progressed throughout the year. The fan base has improved and I think the perception of Formula E has improved. It’s in a very good place going into season two.
How important do you think it is that motorsport has got involved in the development of electric cars?
I think it’s a big step in the right direction. There’s always going to be a place for naturally aspirated cars in motorsport and that should never end.
However, the fact that we’ve been shown to be conscious of going green is very, very important to the future of motorsport because some companies don’t want to be involved with naturally aspirated cars and we certainly wouldn’t be racing around these cool cities in high-powered V10s.
The fact that we are in electric racing cars attracts a lot of great cities and great companies to come on board as well as manufacturers as they try and develop their new components for electric cars for their own cars.
How enjoyable have the urban courses been for you?
I love a street circuit! It’s something I’ve always enjoyed and got on well with. But to have them every single race weekend is amazing. We’re very lucky in that respect.
Which city has been your favourite city to race in?
Winning in Malaysia was pretty special but if I can come away with some silverware in London then I think I’d have a new favourite. To race in my home city, being born in Twickenham, in front of my home fans will be pretty cool.
The FanBoost could make a difference to you then! Can you talk us through what it is and how important it is?
Anybody can sign up online and vote for their favourite driver. If that driver gets into the top three drivers in terms of votes, the driver will be given two five second boosts of 170 kilowatts, one for each of the two cars used in the race, as opposed to the car’s standard 150 kilowatt power.
That can make a difference between second and first, getting fastest lap or not or overtaking for an important position. It’s definitely worth having so I would urge anybody out there, if they’d like to vote for me, to do it. It would be really appreciated!
What do you think the FanBoost brings to the sport as a whole?
It gives the fans the opportunity to interact with their driver or their athlete like no other series does. I don’t think this has been done in any other sport. For a fan to potentially have an influence on the outcome of the result for their favourite athlete is great. There’s a sense of pride and sense of satisfaction for them. It’s amazing.
How has it changed the way media strategy for your racing team has you connect with the public to secure the FanBoost?
We certainly work very hard with [sports communications firm] Pitch and with Virgin Racing to try and ensure that we’re reaching out to the fanbase. We’ve done videos, we’ve done blogs, we’ve done tweets, everything you can possibly imagine to try and claim the FanBoost.
We did a really good job for a video in Long Beach and we managed it but unfortunately it didn’t work out because I was involved in a first corner incident with Sebastien Buemi. It can really make the difference between one position and another so we do work hard on it.
You’ve been competing for Virgin Racing this year, what does the Virgin Group bring to the team as a brand?
Globally, Virgin is one of the biggest brands around. Sir Richard Branson has forged an amazing empire with the Virgin brand and to be a part of it is very special. I’m very proud to be a part of it and I think he’s very proud to have a racing team that’s competitive and winning races. He’s an active tweeter, trying to get us FanBoost, and he’s a good boss.
How’s the car looking to develop for next season?
Well, the rules open up next with regards to what we can develop so it gives teams the potential to work with outside sources or manufactures to make the car a little bit quicker in some areas.
I think that’s great for the championship and great for the teams as it brings in new ideas. I can’t wait to see what’s out there next year.
For you personally, how do you feel the season has been so far?
Fairly mixed. We’ve had some good results and we’ve had some difficult results. A couple of results were a case of what could have been. We were leading in Miami and should have really won that one. We should have won in Argentina by a country mile but a badly-time red light in the pit lane put an end to that. That’s 50 points that would have put us in the lead of the championship.
It is what it is – it’s disappointing – but we’re still fighting for a decent position in the championship and if I can come away from this weekend with some good points then we can look forward to having a very successful season.
Finally, what would you say to anyone undecided about coming down to watch the two races this weekend?
It’s the first motorsport event of any kind that London has held for 45 years.
You’re going to meet, up close and personal, some of the best drivers in the world. It’s far more personal than Formula 1 and the racing is exciting. It’s wheel-to-wheel action around a tight and twisty street circuit and there’s a lot for kids to do as well.
So for anyone undecided, I would urge them to come down because they will have a massive smile on their face by the end of the day.
British driver Sam Bird was speaking ahead of the first ever FIA Formula E London ePrix, the two-stage conclusion to inaugural Formula E season, held at Battersea Park on 27-28th June.
Fans can find out more about the race here and vote for Sam to win FanBoost here.
