There's been a lot of worried talk in the Formula 1 paddock this season. Audiences are falling and the sport is failing to generate new ones.
Setting aside accusations that F1's promoter doesn't promote the sport as well as it could, and the fact that its media strategy pretty much stops at the end of a TV camera lens, just how do you make the sport relevant to a new generation?
Facebook, Twitter, Instagram and YouTube could all provide a platform for engagement, but they are merely media and can't really get to the heart of how and why people engage with sport in the first place.
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