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Chapter 1: What is the main topic discussed in this episode?
Audible subscribers can listen to all episodes of Business Wars ad-free right now. Join Audible today by downloading the Audible app. From Audible Originals, I'm David Brown and this is Business Wars. Let's go back in time, shall we? It's August 30th, 1998, and a nine-year-old is at home in the UK watching the Belgian Grand Prix on TV. He can see it's raining hard as the race begins.
Soon after the start, there's a massive pileup with 13 cars, parts flying everywhere. Here's the race commentator, Murray Walker.
Great start by Eddie Irvine. Field of. Look at Field of. And in the wall. Who was that? Coulthard. Coulthard in the wall. Coulthard in the wall. Stop the race.
Stop the race. They'll have to red flag this.
Oh, this is terrible. Oh, this is quite appalling. This is the worst start for a Grand Prix that I have ever seen in the whole of my life.
The nine-year-old watching is thrilled by the drama of the crash. That boy is Alex Jakes, and at that moment, well, he knew he had found his sport. It would take years, but eventually he'd become the voice of Formula One on F1 TV and Channel 4. And today, Alex is our guest. You might recognize his voice from the Netflix series Formula One Drive to Survive.
He's also the author of Grid to Glory, 75 Milestone Formula One Moments. Alex explains how F1 finally secured a solid foothold in the U.S. market during the pandemic. and how it's gaining on NASCAR, especially with younger fans. We'll also talk about the epic 2021 F1 season, the 2026 season, of course, and, oh yeah, we'll talk about Max Verstappen. All that's coming up. Subway.fi
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Alex Jakes, welcome to Business Wars. Thank you so much for having me. It's a real joy and honor. What is it about F1 that makes you love it so much? That nine-year-old watching the Grand Prix now as an adult, is that what it's all about?
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Chapter 2: What sparked the rise of Formula 1 in the U.S. market?
Wasn't that about the time that Liberty Media Corporation acquired Formula One Group?
Yeah, it was a sea change in the way that the owners saw it. Eccleston had had a lot of sway for a long time and had basically been fully in charge since the late 80s, early 90s.
Yeah.
But there were so many undeveloped pathways... The digital channels basically didn't exist. It's unthinkable now. They weren't utilizing social media. They weren't utilizing digital media. They weren't putting race highlights out in an accessible way. So there was only one way to watch it. That was through traditional linear television.
The nice thing about the current role is that, you know, we're the voices and my colleagues that I broadcast with, we're the voices on television. social media. So you can discover us in 10 second clips, and then you can watch the YouTube highlights and see it in eight minute highlights. And then you can see slightly more in the featured highlights.
And then you can maybe take out a subscription to the streaming service and you can watch the whole thing live. And that progression just wasn't there. The ability to get this brilliant sport in front of eyeballs just wasn't there. That was one part of it. The other part of it, drive to survive. Drive to survive.
Yeah. This was the Netflix series you're talking about.
Yeah, the Netflix series that just hit perfectly. It was a phenomenally fortuitous piece of timing that they had already decided to film behind the scenes in Formula One. A senior executive called Sean Bratches, he had decided that Formula One needed a behind the scenes documentary. And all the big teams in Formula One decided that they wanted nothing to do with it.
I was going to say, aren't they a little sniffy about this stuff? Everyone in Formula One is sniffy unless they've seen results. But initially, this first series had only got the buy-in from the midfield. Teams that wouldn't always get the same amount of airtime suddenly spied, yeah, I fancy a documentary camera pointing at all of my sponsor logos.
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Chapter 3: What role did 'Drive to Survive' play in F1's popularity?
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