The Emilia-Romagna region received a visit from Stefano Domenicali, number one of Liberty Media, and the public were welcomed at a round table dedicated to sport. The host was former Milan coach Arrigo Sacchi, along with Manuela Di Centa (skiing), Julio Velasco, Giampaolo Montali (volleyball) and Davide Cassani (cycling).
The former Ferrari team principal talked about interesting topics: from the race in Holland last weekend, to the future of Formula 1 and the importance of attracting new markets. With old and new countries that want to take back a race or open up to host their first race, as will happen this year in Saudi Arabia.
The discussion obviously starts from Zandvoort and from the enthusiasm of the “Torcida” who cheered and celebrated Verstappen’s win. What emotion did it give Domenicali? “I have to be honest, it was a huge thrill. Seeing what we saw in Zandvoort gives you passion, enthusiasm, the desire to share experiences. On the other hand, at this moment, it gives me different food for thought. We are experiencing a particular situation that has changed our life, and forcing us to behave differently. Races like yesterday, or like that of Silverstone, are something extraordinary, but honestly everything is always managed differently from country to country ”.
And what is Domenicali’s relationship with sport? “I was born in Imola, therefore in the heart of motorsport. But in my life I have done all team sports: I played football, I got passionate about basketball. I grew up in the passion of those who went and saw racing, and of those who did sport, loving the locker room and the values with which all of us present tonight have grown up ”.
Organization and teamwork, also fundamental in F1. Domenicali continues: “Before Velasco spoke of discipline: of learning to live the rules of life through sport. The theme of complementarity is related to the organizational theme: in the sport of racing the theme of organizational complementarity is expressed at the highest level. To win in a racing team you need great drivers but also great engineers, great technicians. When it comes to absolute performance, we are talking about an obsessive attention to detail that must never be lacking. The difference of a gram in the development of a car or not, makes you win or lose a championship. If we make a helmet that can lose weight over time, it means improving the driver’s performance. When you are subjected to very important G forces it means you are not focused properly to maximize your performance ”.
The theme of synergies with other sports and maximizing performance is at the center of Domenicali’s speech: “F1 champions have a characteristic, they have to slow down a time that is very fast. Maximizing performance is everything, and the great drivers are the ones who, from a development point of view, were able to show the engineers what it took to prepare a corner. Making it clear that you see a very fast path in slow motion, give those who work with you the opportunity to develop what it takes to be successful. Organization and discipline are themes that have always fascinated me and led me to develop an important thing which is listening. Like tonight on this stage. People who have a social responsibility, to be incisive and direct behavior, must understand, listen and do a complete analysis of the situation before making a choice. Otherwise the risk of making mistakes is very high.”
Taking inspiration from other disciplines, a crucial point. Stefano Domenicali explains: “Sport has helped me and still helps me to understand which are the value systems for which a small or large organization is able to grow from a social and also a business point of view. Our sport makes a mistake today: to think that we cannot take something from other sports as well. The transversality is useful to grow and is a stimulus that we must take home to address very important choices for the future “.
But here’s the highlight: present and future of Formula 1. Customers and markets, words that clash with the passion of old-fashioned fans. But Stefano Domenicali is a reservoir of sincerity: “At the moment Formula 1 is going very well. It is carried out thinking that it is a discipline, a sport, a business that creates sporting and political attention. Argentina, Morocco, South Africa, China, Korea, are all interested in hosting or resuming a Formula 1 GP. There are elements to consider, however: economic, sporting, the fact that we are a World Championship and therefore we must race in all continents. , each with its different dynamics and needs. There are some countries that have understood that this is an opportunity, through Formula 1, to make themselves known ”.
The number one of Liberty Media continues: “It is becoming a dimension not only of technological development, of competitions between champions and manufacturers, but it is becoming a political tool. And therefore from this point of view there are issues that must be considered, and the communicational issue is very important. Going not only to new countries, but attracting customers from different cultures and countries, where the narrative of the sporting event is the same but the language and way of telling it and the type of communication is linked to a different age and culture ” .
The United States as a strategic market. Stefano Domenicali explains: “We have great potential in the USA: we will have a GP in Miami next year, in two months we are in Austin. But there they need to get to know Formula 1 through a different narrative. Through Netflix for example, young people were able to learn about Formula 1 not from the point of view of the challenge and competition at the last cent, which are things that interest another type of audience, but we were able to intercept new people who we will need to develop and maintain F1 in the future. The beauty of this discipline is the transversality that is growing in an important way “. At the end of the evening, we only have time for a quick joke: Imola of course. Will it remain permanently on the calendar? Domenicali is in a hurry, smiles at us and throws a: “Sperém!”. Yes, we all hope so a little.
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