Even the skeptics had to admit that the presentation organized in London by Liberty Media was a success. What took place at the O2 Arena was a Formula 1-style reinterpretation of formats already seen in the opening ceremonies of the World Cup, the Olympics, and the American Super Bowl. These are global events, and that is the audience Formula 1 is targeting today, particularly focusing on the under-30 demographic, which represents a major long-term investment.
The world of Formula 1 is used to fixed schedules, and the first reaction to anything new is rarely positive. Any change, even a minor one, is instinctively rejected as an attempt to alter something that has become deeply ingrained over time. The addition of the London event to the calendar was not initially welcomed, even by some insiders, but the public’s response forced many to change their minds.
The evening that paid tribute to 75 years of the Formula 1 World Championship was a success, offering fans the opportunity to see drivers and team principals in their new uniforms on the eve of a season about to begin.
What happened at the O2 Arena had nothing to do with traditional car launches, a ritual that has been in decline for years. There are still exceptions, but nowadays, when a new car is unveiled, the first question is how similar it will be to the one that will actually hit the track at the season’s first Grand Prix.
In recent years, we’ve seen renderings, misleading aerodynamics, and hybrids of old and new designs created specifically to conceal what each team considers crucial technical secrets. For the hardcore fanbase, this is the real issue—not the O2 Arena event itself.
The London event didn’t mislead anyone; from the outset, it was clear that the focus of the evening would be the liveries, though in reality, it went beyond that. The spotlight, as it should have been, was on the stars of the show, starting with Lewis Hamilton’s first official appearance in red overalls.
Each team had a video introduction, which they managed as they saw fit, highlighting their strengths: Ferrari, Williams, McLaren, and Mercedes emphasized tradition, while Red Bull and VCARB leaned into marketing aimed at a younger audience. Additionally, presenter Jack Whitehall was given room for humor (touching on sensitive topics like the relationship between Verstappen and Russell), something the usually rigid world of Formula 1 is not accustomed to, which helped make the storytelling feel more in tune with reality.
Was it a perfect evening? Probably not—the musical segment took up more space than necessary—but the goal was achieved. Every team enjoyed the same visibility (the schedule was based on the constructors’ standings), all drivers had their moment (even if Verstappen and Lawson limited themselves to answering routine questions), and, most importantly, the excitement was visible on the faces of the rookies. There was also room for dissent, with Christian Horner, Max Verstappen, and the FIA in the spotlight, confirming the presence of the 20,000 fans who packed the O2 Arena.
Now, some are wondering if Liberty Media intends to make the event a permanent fixture in future seasons. As usual, Stefano Domenicali and his team will evaluate and decide accordingly. In the end, it doesn’t take anything away and offers the wider audience an additional chance to start gearing up for a new racing season. Who does this harm? No one—except those who, on principle, believe that any innovation in Formula 1 is a bad thing.
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