Formula One to have an official mascot. Mascots are a big part of many sporting events, but Formula 1 has never really embraced the idea - until now.

Mascots are a big part of many sporting events, but Formula 1 has never really embraced the idea – until now. Liberty Media has decided that the sport needs one, and it’s being revealed in Shanghai next week as part of the ‘Heineken F1 Festival’. The changes in Liberty Media’s Formula are coming thick and fast, after already seeing the logo change along with fresh new TV graphics, music and the OTT service, Formula 1 will now have its own mascot as well.

Named Axel, the mascot will make its official debut in the Heineken F1 Shanghai Festival during the Chinese Grand Prix on April 13-15 weekend. Axel will provide ‘edgy entertainment’ through his dance skills to engage the audience. The opening ceremony will take place on Friday evening at the Jing’An Kerry Center, with Heineken’s ambassador Sir Jackie Stewart and Nico Rosberg along with the teams and drivers. This will be the first F1 Festival of the 2018 season. The event will have Mercedes’ backer Petronas as the official sponsor along with DHL, Pirelli and Emirates. The opening say will see world famous DJ Armin van Buuren on the stage along with other performers. Different programmes will run all-through the weekend.

Renault, Pirelli and the Shanghai circuit will put on showcars in the public area with eSports gantry also in place along with giant screens with live race action. The Engineered Insanity campaign will also get prominence in various places in the city. Alexandre Molina, Director of Events at F1, said: “We are very proud that the first F1 Festival of the year will take place in Shanghai, a destination city in a country like China where there is an incredible potential interest for Formula 1.