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 25, 2015, 7:11 PM EDT
Second in qualifying a good day at the office for Will Power, as he’s in search of his first win of the year.
Apr 25, 2015, 6:42 PM EDT
Davey Hamilton will have a one-off day back behind the wheel of a current day IndyCar, filling in for Townsend Bell at next week’s IndyCar open test at the Indianapolis Motor Speedway.
Apr 25, 2015, 6:33 PM EDT
Spencer Pigot dominates Indy Lights flag-to-flag in first race of weekend at Barber.
Apr 25, 2015, 5:57 PM EDT
Castroneves bags the pole for IndyCar’s fourth round at Barber.
Apr 25, 2015, 4:30 PM EDT
A surprise in Spain for Rowland as on-track winner Meindert van Buuren is hit with a time penalty for jumping the start.
Apr 25, 2015, 3:15 PM EDT
Audi no. 8 driver pleased with the team’s pace at Silverstone and in the recent test at Paul Ricard.
Apr 25, 2015, 2:33 PM EDT
Power on top in second IndyCar practice at Barber.
Apr 25, 2015, 1:45 PM EDT
Spanish rider was sidelined following the Qatar Grand Prix due to an arm pump injury.
Apr 25, 2015, 12:15 PM EDT
Preview the track that will host the next Formula E race on May 9.
Apr 25, 2015, 11:17 AM EDT
Scott Dixon takes the Coca-Cola car to the top of the first practice session at Barber.
Apr 25, 2015, 11:00 AM EDT
Former F1 world champion and Indy 500 winner hits out at Alonso’s move to McLaren and Manor’s inclusion on the grid.
Apr 25, 2015, 10:12 AM EDT
Qualifying for the Verizon IndyCar Series’ race at Barber has been moved up to 5 p.m. ET, and 4 p.m. CT and local time on NBCSN.
Apr 25, 2015, 9:18 AM EDT
Conor Daly has been confirmed in the Indianapolis 500 in SPM’s third car.
Apr 24, 2015, 9:11 PM EDT
Honda takes the wraps off the new Accord safety car.
Apr 24, 2015, 9:02 PM EDT
Pigot scores his first Indy Lights pole at Barber.
Apr 24, 2015, 6:30 PM EDT
Formula E’s championship leader looks ahead to his adopted home race in Monaco on May 9.
Apr 24, 2015, 5:00 PM EDT
2014 GP2 champion reflects on the opening four races of the year with Lotus.
WSR: Comtec pulls out of first Formula Renault 3.5 round, parts company with Regalia after three days
Apr 24, 2015, 3:30 PM EDT
Grid falls to 20 cars for the Formula Renault 3.5 opener in Spain this weekend.
Apr 24, 2015, 2:00 PM EDT
The Indian Grand Prix was last held in 2013 at the Buddh International Circuit.
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