Why life after racing in F1 has plenty of upsides for Ricciardo

Don’t feel too sorry for Daniel Ricciardo. Having survived the risks and rigours of 14 seasons competing in Formula 1, the ever-likeable Aussie can now enjoy the freedoms which come with a fortune most people can only dream of. On top of that, he has much to look forward to.

For some time to come, let’s say the next year at least, there is always the tantalising prospect of him returning to the fight, drafted in to deputise for someone who has fallen off their bike in pre-season testing, stumbled on a tennis court or tripped down the steps of their private jet. It’s happened before.

Then there’s his future in wider racing. Plenty of teams in lots of categories would love to have Ricciardo drive their cars, wow their fans and help court their sponsors. He’s that attractive beast; a quick driver who appeals to both sporting and commercial directors alike. 

It’s not hard to imagine Cyril Abiteboul’s bosses at Hyundai being eager to allow the Frenchman to renew the partnership they enjoyed at Renault in 2019-20, this time in the World Endurance Championship. 

No matter how Ricciardo felt in the aftermath of his final race in Singapore, an introduction to Le Mans will allay any fears he will not get quite the same buzz out of racing beyond F1. It may not be 24 GPs, but 24 one-hour sprints around La Sarthe usually opens the eyes of drivers who previously thought excitement only lay within the F1 bubble.

F1, its broadcasters and sponsors will also beat a path to Ricciardo’s door. Liberty Media knows a brand ambassador when it sees one and it’s hard to think of a recent F1 driver who enjoys such widespread popularity as Ricciardo. No one hates him.

Ricciardo may be a sought-after personality for broadcasters if he wants to remain in F1

Photo by: Shameem Fahath

The world championship has 24 commercial partners and many of those have limited access to team drivers. Some will now turn to Ricciardo to help promote and leverage their involvement in grand prix racing.

Broadcasters will be tripping over themselves to have him join their line-up of pundits to provide a mix of highly articulate, up-to-date insights with the easy humour to which we have all become familiar. Expect to see him on a screen near you soon.

Then there is life beyond racing, beyond F1 and the world that he has focused on throughout his adult life. He will find lots of people coming to him with business ideas, eager to relieve of him of some of that well-earned fortune, but if he follows his passions and works with people he trusts then a newly minted entrepreneur could emerge. The Ricciardo brand is strong, whatever direction he chooses to take it.

When you try and come back two or three years later, hot opportunities will have turned cold. I’m sure the Honey Badger won’t make that mistake

There will be endorsements, public and corporate appearances far beyond the paddock. While there are 300-plus sponsors in F1, the corporate market for an ex-F1 driver is many times larger.  The only limiting factor will be Ricciardo’s interest in keeping the work-rate at F1 levels.

This, in the end, will determine matters. I’ve seen plenty of drivers retire from Formula 1 and fizzle into the sport’s history books because they opt to take the ‘year off’, sit back and relax, enjoy their money. It’s a mistake because, when you try and come back two or three years later, hot opportunities will have turned cold.

I’m sure the Honey Badger won’t make that mistake. He has loved F1 and, no
matter the role, F1 loves him.

Whatever comes next for Ricciardo outside the cockpit of an F1 car, his enduring popularity is unlikely to change

Photo by: Andy Hone / Motorsport Images