Oct 24, 2013, 3:36 PM EDT
Sebastian Vettel appears ready to equal his racing hero and German countryman Michael Schumacher and also Juan Manuel Fangio as the only drivers in Formula One history to win four consecutive World Championships. That alone places him in the Mount Rushmore of legends in the sport; since entering in 2007 as a teenager, Vettel has stormed through the F1 record books with nearly every single Grand Prix.
Schumacher’s all-time marks of 91 wins and 7 World Championships are eventually going to be in range for Vettel, who thus far has 35 and 3 at age 26. He’s already the youngest to win three titles. Schumacher had runs of seven and five straight wins in 2004, the year of his final title. Fangio never won more than three races in a row and won just 24 races in his career, but raced during an era when only nine to 11 Grands Prix were on the calendar.
Yet while his status among the all-time greats of F1 is being solidified, his awareness to an American fan base is not at the same level as his on-track achievements.
Compared to some of America’s most dominant and recognizable stick-and-ball athletes – such as LeBron James, Tiger Woods, and Tom Brady/Peyton Manning – Vettel matches up from a dominance and success level.
LeBron’s at least a third of the way to his “not three, not four, not five, not six” proclamation with back-to-back rings. Brady’s run of success netted three Super Bowls in a four-year run earlier this century. Woods’ streak included holding all four major titles at the same time from 2000 to 2001, and his total of 14 majors is still unrivaled among other golfers even though he’s been stuck on 14 since that U.S. Open win over Rocco Mediate in 2008.
And yet Vettel’s got a record streak that would trump them all, with four successive season-long championships assuming he caps it off this weekend in India. One site rates his marketability behind that of NBA star Blake Griffin and tennis player Sloane Stephens, not to mention fellow F1 driver Lewis Hamilton.
So why is he not as well-known in these parts? Several factors, actually.
The obvious, of course, was the lack of a United States Grand Prix until the event’s return at Austin’s Circuit of the Americas last year. Still, you can catch him for this year’s race on Nov. 17 on NBC, or in person at the track.
Looking historically, Vettel actually made his debut at the last USGP in Indianapolis in 2007 – as a then-long-haired, blonde, 19-year-old as an injury replacement for Robert Kubica at the BMW Sauber team. He scored a championship point with eighth place, the youngest driver to do so, and began his march on the record books.
Those who paid attention that weekend – and are F1 devotees – will know they witnessed the beginning of the legend. The more casual observers, though, likely would not have known of Vettel until the series’ return a year ago.
Second is his sponsor, Red Bull. For all its marketing brilliance over the years, Red Bull has not opted to make Vettel the focal point of its ads in the U.S. since he joined the team in 2009. There’s been more ads from new Red Bull partner Infiniti this year – one with generic Red Bull Formula 3 cars racing through streets I can think of off the top of my head – and Vettel’s not included directly.
Red Bull got more mileage from a marketing and buzz standpoint out of the “Red Bull Stratos” event last October, when Austrian skydiver Felix Baumgartner free fell from more than 125,000 feet in space. It truly felt like “an event;” a Vettel Grand Prix win seems like “just another Sunday.”
You could argue Mobil 1 has made McLaren driver Jenson Button and, previously, Hamilton bigger names in the U.S. Hamilton and fellow Mobil 1 driver Tony Stewart memorably exchanged rides for a day in a made-for-TV 2011 event, and the two were in commercials together as well. This year, Button’s starred opposite “Smoke,” as the term “Soda cookies” has officially entered the vernacular.
All three – Vettel and the pair of English World Champions, Button and Hamilton – are much bigger on the other side of the pond compared to here. The Barclays Premier League has gained recent traction in the U.S., but it and F1 are the two major sports in England by contrast to here, where the NFL rules all.
Perhaps comparable examples for Vettel in the U.S. are Spanish soccer players Xavi Hernandez and Andrés Iniesta, who have won multiple titles with their club team, Barcelona, and international trophies with Spain. But a U.S. sports fan may be hard-pressed to pick either out of a crowd. The same applies to Vettel.
Third, and the issue all F1 stars worldwide all seem to have here, is that the races often come on in the overnight or early morning hours. Only the most devoted, fervent fans have the desire and passion to want to wake up that early, or stay up that late, to watch Grands Prix.
And with Vettel’s recent run of success – five straight victories heading into this weekend – it has the potential to turn fans off with the notion that a race is as good as decided before it even begins. Say what you will about what it takes to achieve that, but unless you’re a fan of dominance and watching the best at their peak, it can get old.
We know Vettel’s an excellent shoe and from those who cover him every Grand Prix weekend, he has a sunny disposition, quick wit, sharp, insightful answers to journalist questions and an enthusiasm for winning that is evident every time that finger waves “number one.”
It just hasn’t waved “number one” here in terms of awareness of his level of dominance.
Apr 19, 2014, 1:45 AM EDT
Could Fernando Alonso or Sebastian Vettel take advantage of the wet track to snatch pole position?
Apr 19, 2014, 12:45 AM EDT
Report reveals that Red Bull failed to supply accurate data, and what was supplied actually undermined the team’s argument.
Apr 19, 2014, 12:02 AM EDT
Red Bull driver fastest in a quiet final session ahead of qualifying later today.
Apr 18, 2014, 8:32 PM EDT
Significant modifications to the Cup cars’ powerplants are likely to come within the next two seasons.
Apr 18, 2014, 7:00 PM EDT
The two Andretti Autosport drivers appear to have put Sunday’s wreck behind them.
Apr 18, 2014, 5:30 PM EDT
You can’t say these drivers don’t have a sense of humor.
Apr 18, 2014, 4:15 PM EDT
The second round of the championship in Putrajaya, Malaysia will see drivers contest a short, 1.6-mile street circuit.
Apr 18, 2014, 3:15 PM EDT
Two races into his return to open-wheel, the former Indy 500 winner says he’s having a tough time with re-learning tracks.
Apr 18, 2014, 3:00 PM EDT
Here’s a look at the grid based on average qualifying positions through 2 races in 2014.
Apr 18, 2014, 2:00 PM EDT
IndyCar drivers do their best “hey, this is what this sounds like!” imitations.
Apr 18, 2014, 1:21 PM EDT
Two practice sessions begin a new year for the WEC.
Apr 18, 2014, 12:15 PM EDT
Making the V6s louder might not be such an easy fix.
Apr 18, 2014, 11:30 AM EDT
German driver not yet happy with his own performance in China, but his long run pace suggests that a podium finish may be within his reach.
Apr 18, 2014, 10:30 AM EDT
Rookie errors from Lotus driver no big deal, apparently.
Apr 18, 2014, 9:30 AM EDT
Mattiacci thought that job offer was a late April Fools joke at first; says that necessary changes will take place.
Apr 18, 2014, 8:30 AM EDT
Spanish driver puts in an impressive display during practice, but warns that rain could scupper Ferrari’s chances of reaching the podium.
Apr 18, 2014, 7:30 AM EDT
Yasuhia Arai reveals some more information about Honda’s decision to return to F1 and the Japanese marque’s plans for the future.
Apr 18, 2014, 6:45 AM EDT
Hamilton keen on the team correcting handling issues before qualifying tomorrow.
Apr 18, 2014, 3:32 AM EDT
Mercedes returns to the top of the timesheets, but Ferrari and Alonso are in close company.
Apr 18, 2014, 1:45 AM EDT
Can Mercedes fight back and resume normal service?
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