Bernie Ecclestone: Formula 1 doesn't need young fans
Formula 1 should not be chasing a younger generation of fans as they are the wrong target for the sport's sponsors, claims F1 supremo Bernie Ecclestone
After a year when F1 has been asking itself why television audiences are in decline, Ecclestone has suggested that a push to embrace a younger fanbase via social media would be wasted.
In a fascinating interview with AUTOSPORT's sister publication Campaign Asia-Pacific, Ecclestone says youngsters are of no value to F1.
"I'm not interested in tweeting, Facebook and whatever this nonsense is," said Ecclestone in the interview, where he talks about F1's financial problems and the future direction of the sport.
"I tried to find out but in any case I'm too old-fashioned. I couldn't see any value in it. And, I don't know what the so-called 'young generation' of today really wants. What is it?"
Asked if he believed there was no value in attracting a young audience, Ecclestone said: "If you have a brand that you want to put in front of a few hundred million people, I can do that easily for you on television.
"Now, you're telling me I need to find a channel to get this 15-year-old to watch Formula 1 because somebody wants to put out a new brand in front of them? They are not going to be interested in the slightest bit.
"Young kids will see the Rolex brand, but are they going to go and buy one? They can't afford it. Or our other sponsor, UBS — these kids don't care about banking. They haven't got enough money to put in the bloody banks anyway.
"That's what I think. I don't know why people want to get to the so-called 'young generation'. Why do they want to do that? Is it to sell them something? Most of these kids haven't got any money.
"I'd rather get to the 70-year-old guy who's got plenty of cash. So, there's no point trying to reach these kids because they won't buy any of the products here and if marketers are aiming at this audience, then maybe they should advertise with Disney."
F1 'WON'T MISS' CATERHAM/MARUSSIA
Elsewhere in the interview, Ecclestone likens the controversy over Marussia and Caterham's demise to the way the Oscar Pistorius case in South Africa grabbed headlines.
"Nobody will miss the two teams because they're not frontrunning teams; they've only got a name that people would know because of the problem they're in," he said.
"If you want to get recognised you've got to do something.
"This poor guy in South Africa [Oscar Pistorius], for instance, has got more interest because of what happened with him than when he was winning gold medals. He won medals and afterwards nobody thought about him."
Click here for the full interview with Ecclestone
Why Senna's fans adopted Hamilton
Caterham F1 team administrator expects team to race in Abu Dhabi GP
The danger for Red Bull in its Barcelona F1 team orders choice
OPINION: Red Bull walked into a team orders saga on its way to taking a Spanish Grand Prix 1-2 last weekend, where it took the lead of the 2022 Formula 1 world championships for the first time. But its decisions have added an element of risk to later races
Why Mercedes' Spanish GP gains aren't as grand as they seemed
Mercedes' strong showing in last weekend's Spanish Grand Prix prompted team boss Toto Wolff to say it had halved its deficit to the leaders and its Formula 1 title chances were back on after a rocky start to the 2022 campaign. But a closer inspection of the team's performance suggests its gains aren't as grand as they first appeared
What's next for the Green Red Bull controversy?
From the 'pink Mercedes' to the 'Green Red Bull', the Silverstone-based team has received suspicious glares from up and down the Formula 1 paddock over its car design exploits. But after being cleared by the FIA over its Spanish Grand Prix updates amid a backdrop of cries of foul play, what's next in this saga?
Spanish Grand Prix Driver Ratings 2022
In an unusually hectic Formula 1 Spanish Grand Prix, Charles Leclerc was denied a dominant performance by his Ferrari engine letting go which allowed Max Verstappen to pick up the pieces. But numerous flashpoints kept the race twisting and turning throughout, with one perfect score from an emerging contender
How Verstappen overcame his and Red Bull’s errors to bounce back in double-quick time
Charles Leclerc’s Ferrari engine disaster offered an open goal for Max Verstappen and Red Bull to strike, but the reigning Formula 1 world champion still had to solve multiple errors and profit from a begrudged assist from team-mate Sergio Perez, which created an unexpectedly eventful Spanish Grand Prix
The risk-laden sector at the heart of F1's latest sponsorship arms race
No self-respecting Formula 1 team is complete these days without a cryptocurrency sponsor and a cupboard full of non-fungible tokens. STUART CODLING digs into the new sponsorship battleground and casts an eye on its future
Why Red Bull can win a Spanish GP that looked perfect for Ferrari
Formula 1's return to Spain on Friday ended with Ferrari leading the way from Mercedes, while Red Bull could only manage third fastest overall courtesy of Max Verstappen. But its chances of victory are far from remote with a deeper dig into the times despite Ferrari's strong start
Explaining the key aspects of Porsche and Audi's planned F1 entries
The VW Group’s German superpowers of sportscar racing have all but confirmed they are coming to F1 when the next set of engine rules come into force in 2026. Here's why both manufacturers are all set to take the plunge, and crucially how it might work