Safety in Formula One Motor Racing from 1950 continued:

Commercialization and Safety

I can't give a definitive analysis of the commercialization of F1 here. I found Russell Hotten's book 'Formula One: The Business of Winning' helpful in understanding the commercial background of the sport, especially in more recent years.

As previously discussed in the section regarding the formation of the Formula One Constructor's Association, the kit car teams, and later the works teams, embraced sponsorship for funding. Sponsors were drawn from many areas including technical sponsors whose deals often include providing components for the car. It has long been postured that car manufacturers are willing to invest huge sums of money in race programs as it promotes a positive image of the company and the aim is to 'win on Sunday, sell on Monday'. Non-motor related companies, such as food, beverage clothing and notably tobacco producers, also viewed F1 as an affective advertising tool.

Tobacco companies were drawn to the sport as it ensured their logo and name was prominently displayed to a large audience despite 'direct' tobacco advertising being banned in many countries. This is one area of on-going change. Presently many countries ban tobacco brand names being shown but this is circumnavigated by using new phrases in similar typeface to brandnames or only their associated logo being used in place - for example Benson & Hedges became Bitten & Hisses and the red and white chevron is instantly associated with Marlboro by many people.

With regards to the safety issue it has been suggested that the commercialization of the sport has had the consequence of raising safety awareness. This is because sponsors want to be associated with the 'positive' image of the sport - speed, success, glamour, excitement and it is suggested sponsors may feel it harms their advertising if associated with anything 'negative' such as an accident. Therefore sponsors press for greater safety initiatives. FIA President, Max Mosley noted the possible negative association when Karl Wendlinger crashed heavily during practice for the 1994 Monaco Grand Prix; Mosley is quoted as saying:

"You had pictures of Karl Wendlinger sitting half-dead in his car, with Mercedes-Benz all over it. You knew that in Stuttgart there would be problems".

(Hotten 1998:38)

This would suggest that commercial sponsors would like racing to retain a glamorous and exciting image whilst lowering the chances of serious accidents and fatalities in view of people's lowering threshold of repugnance.

However, the link between commercialization and safety is not one directional and cannot be viewed so simply. Commercialization of the sport may also be seen to have had the unintentional consequence of 'undermining' safety. For instance, not all accidents are perceived by sponsors as 'negative'. When Derek Daly crashed in his Tyrrell during the 1980 Monaco Grand Prix he luckily escaped unharmed which no doubt lessened people's perception of the crash as 'horrific' and may have even generated feelings of excitement due to a 'miraculous escape' and:

"Tyrrell's sponsor . . . Candy . . . were delighted. Never before had their name received such intensive coverage as it was given by the repeated slow-motion replays!".

(Cimarosti 1990: 339-340)

The Monaco Grand Prix is an interesting event to consider when focusing on the relationship between commercialization and safety. Monaco is the jewel in the crown of Formula One racing, the most lauded and glamorous event on the calendar. But, it is also unpopular with many participants, two of the main reasons being the small and cramped conditions the teams have to work in and the nature of the circuit. As a 'street circuit', Monaco does not have the characteristic run off areas of purpose built circuits instead the track is lined by walls and Armco barriers. Regarding Monaco, Professor Watkins, F1 Medical Officer writes:

"I feel that the race participants are trapped within an Armco prison of the barriers around the track . . . I hate the thought of dealing with a big accident in the confined space".

(Watkins 1996:137-138)

So why has Monaco remained on the calendar when safety has become such an important issue? Monaco is historically important to F1 and commercially significant. Monaco has the highest level of corporate hospitality of any F1 race and is the focus of much media attention, often attracting interest from people who otherwise have little interest in the sport. James Hunt is quoted as saying:

"Monaco . . . still exists only for the benefit of the sponsors who want to show off in the 'glamorous' atmosphere and for the people who want to preserve the 'image' of Formula 1".

(Donaldson 1994:276)

The relationship between commercialization and safety in motor racing demonstrates Elias' concept of both intentional and unintentional consequences.

Next page: The Formation of the Grand Prix Medical Service

Back: The Formation of the Formula One Constructors Association

 Bibliography (or Go to my Book Reviews Page)

Adriano Cimarosti - "The Complete History of Grand Prix Racing" Aurum Press Ltd. 1997 Buy this book at Amazon.co.uk Today!

Gerald Donaldson - 'James Hunt: The Biography' CollinsWillow 1994 Go to my Book Reviews Page for reviews of similar titles

Russell Hotten - "Formula 1: The Business of Winning" Orion Business 1998 Go to my Book Reviews Page for news of an updated edition of this book available from Amazon.co.uk

Sidney Watkins - "Life at the Limit: Triumph and Tragedy in Formula One" MacMillan 1996 Buy this book at Amazon.co.uk Today!

(c)RH PR 2007