Formula 1’s ubiquitous presence in culture is reaching fever pitch.
It’s always been a juggernaut in sport, commanding vast audiences at iconic tracks like Silverstone, Monaco and Monza, but in the past few years, F1 has seen an explosion in popularity. Now it’s more than a sport—it’s a cultural behemoth attracting a broader spread of demographics than ever.
That, in part, is down to some of its superstar drivers. For Ferrari, it’s their two superstars: the world-beating record holder Lewis Hamilton, and rising star Charles LeClerc, who is swarmed by fans wherever he goes.
Of course, that’s only part of the story. The truth is, behind every driver is a legion of engineers and specialists, responsible for an almost infinite number of variables that can add or subtract seconds, milliseconds, from a driver’s time. In the pit, those lightning-fast changes—from changing tires to refuelling and fixing minor damage in a matter of seconds at mid-race pit stops—can make or break a race. Those teams are as finely-tuned as the engines, having been trained for years to work as one, but they don’t always get the credit they deserve.
To remedy that, Ferrari Scuderia HP and Chivas Regal have partnered for a new campaign that celebrates the rest of the team involved in Ferrari’s on-track success. The I Rise We Rise platform pivots on the idea of celebrating the team as a whole. At its heart is a short film created by Chivas Regal and Ferrari Scuderia HP, featuring the penmanship and vision of George The Poet, and starring Lewis Hamilton and Charles LeClerc.
The film celebrates those unsung heroes and their seamless behind-the-scenes work. Without that, they say, podium placements are off the cards. Of course, they’re the first to be thrown under the bus by fans and commentators when things go wrong, but the I Rise We Rise campaign should hopefully change that attitude.
As team premier, Fred Vasseur explains, “When we talk about performance, we always talk about the drivers, maybe the racing engineer, but performance comes from the 1,000-odd people. If the CFO is a bit more efficient, we get more of the budget. If we find a new sponsor, we can spend a bit more somewhere. It’s true for every single department and it all adds up. We’re constantly improving at every level and that’s what makes us special.”
It’s a timely campaign; Formula 1 is evolving faster than ever with new tracks entering the calendar and droves of new fans flocking to take in the sport. No two tracks are the same, either, and each one brings with it a new approach and a new culture. The Grand Prix in Singapore, for example, could not be more different from Silverstone or Monaco or the newly minted Las Vegas Grand Prix. And Monza, the jewel in the crown of Italian Formula 1, is wholly unique too.
Steeped in history and tradition, Monza is about as pure a Formula 1 experience as you could hope to find. Nestled on the outskirts of Milan, the surroundings are idyllic, but you won’t find celebrity cameos or festival-sized concerts here. This is about the race—and nothing else. Fans of Monza are devoted, not to any one team or driver, but to the sport itself and that passion ripples through Milan and the rest of the country when the Grand Prix comes to town.
But how have all these changes affected the sport? Not so much, Vasseur tells me. “It’s good to have the mix of a traditional track and new tracks in the calendar. When we went to Vegas for the first year, we were a bit scared that the show could take the lead on the sport. It’s true that the show was mega, but it was also the best race of the season for us. It’s a good combination, but I think that you can have a new demographic, new fans, new profile for the fans and maintain the purity that you find at Monza, which is a historic one. Monza has its own characteristic of speed and so it’s also good for the F1. I think that even the young ones, they love the Monza.”
Those bonds transcend the generations, passed down both trackside and in living rooms around the world. George The Poet tells me it’s about continuing the legacy and tradition, both on the track, and among the fans. His memories of watching with his father, whom he brought along for the trip, are as important as the ones made trackside. “Every weekend, we’d watch him go mad at the TV,” he jokes. “Me and my brothers would have a million questions for him. You talk about passion… When I started writing my own F1 poetry about 13 years ago, I was amazed by the number of people that it connected with across the world. I have people that only know me for that. Even Uganda, where my family’s from, I was amazed at how widely it resonated. And this was quite early in my career. Forming my own relationship with the world of F1, it just made this campaign even more relevant, even more organic.”
What becomes apparent when you’re on the ground is that the togetherness that makes the Ferrari team so tight really ripples out across the ground. Whether it’s the time-honoured traditions or the respect for the sport’s heritage is hard to say, but there’s something about Monza that fosters tradition and unity in a way that’s uniquely palpable here.
Oyin Akiniyi is Global Brand Director of Cultural Comms & Experiences at Chivas Regal and for her, that togetherness is engrained in the culture of Formula 1 racing in Italy. “Monza is amazing because it’s the energy,” she tells me. “It’s, as they call it, the home of Ferrari, and the home is to De Frosi. The De Frosi fan is It is like no other. They are passionate, they are driven, and then also very collective and welcoming. It’s a very positive force. You saw on the ground, when they opened the gates and they all ran out… Everybody! It was just beautiful to see that people were really connecting.”
Ultimately, what this has all revealed is that this is a game of connections. Whether it’s engineers and mechanics and drivers, or fathers and sons bonding over the love of the game, it’s a sport that inherently encourages community rather than tribalism. For Akiniyi, that’s never more apparent than at Monza. “It isn’t just any type of fandom,” she says. “I think the whole Monza experience really makes it clear that the home of Ferrari is the home of a passionate fan. Monza unites and brings everyone in.”