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F1’s global expansion continues with Azerbaijan and Mexico

Jul 26, 2014, 2:30 PM EDT

Baku 2

The Formula 1 circus could be coming to a town near you soon, that is, if it isn’t already. Despite failed expeditions to India, Korea and Valencia in Spain, the sport just keeps going global.

The latest additions to the set list? Azerbaijan and Mexico. Two countries with contrasting reputations in motorsport, and they have subsequently met very different responses from the F1 community following their confirmation over the past three days.

The Mexican Grand Prix is an event that will be welcomed back with open arms next November, most probably going back-to-back with the United States Grand Prix at the Circuit of the Americas. The race was last held back in 1992 at Mexico City’s Autodromo Hermanos Rodriguez – named after legendary drivers Ricardo and Pedro Rodriguez – but was dropped for 1993.

Like we’ve seen in the United States, Formula 1 has enjoyed a revival in Mexico over the past few years. Much of this has been down to the success of Sergio Perez and Esteban Gutierrez, who currently race for Force India and Sauber. Unsurprisingly, they were pretty pleased with the news when speaking to the press earlier this week, with Gutierrez calling it a “dream come true”. Many of the team principals in F1 are also pleased with the news.

“It’s great to be going back to Mexico,” said Red Bull team principal Christian Horner. “Certainly my memories of Mexico were Nigel Mansell’s move on the outside of Gerhard Berger into the last turn; I just hope that corner is left intact. I think it’s fantastic for Formula 1 to be going back to Mexico.”

“The more the Formula 1 canvas expands across the world, the better it is for the sport and the teams and the sponsors,” Force India owner Vijay Mallya explained. “As far as new countries are concerned, like Mexico and Azerbaijan, fantastic news.”

Azerbaijan is more of a puzzler, given that it is a nation with very little motorsport heritage. The Grand Prix of Europe will be hosted in the capital, Baku, at a street circuit around the city, but this will not be its first major racing event. In fact, the city has hosted the Baku World Challenge, an event for GT cars, in 2012 and 2013. However, this is still very new territory for Formula 1.

If there isn’t a great legacy for racing there, why not create one? “If there’s no history of motorsport in Azerbaijan, one can always hope to create interest in Formula 1 with its attendant benefits,” Mallya said.

So we’re off to Baku in 2016, but might not be going to Monza the year after? Is it really right for the sport to be cutting classic circuits in favor of new venues?

“I think it’s all about balance,” Horner explained. “It’s about keeping the historical events and also bringing new events. I think Formula 1 has done a good job of that over the past few years. If there isn’t any interest in Formula 1, like we saw last weekend [in Germany], then why not go to a new market that is crying out for Formula 1?”

Is Azerbaijan really crying out for Formula 1, though? Hockenheim was slated last weekend for only bringing 52,000 fans through its gates for the German Grand Prix, but would Baku better that figure?

Some new races have unquestionably been a huge success, with Singapore being the best example. Baku seems a little more obscure and uncertain, though. Similar words of gold were spouted about the races in India (2011-2013) and Korea (2010-2013), which have since dropped off the calendar. The marketing and organization for the Baku race must learn from past mistakes.

There is a great focus in F1 at the moment about ‘fan engagement’, and how it can be achieved. There is a very simple trade-off: fan engagement versus profits. Want to fill the grandstands? Make the tickets cheap, but you’ll lose revenue.

There are some venues that are affected less than others. As Christian Horner pointed out, the three races before Germany – Canada, Austria, Great Britain – were all sell-outs and huge successes. It is likely that Mexico would join this group. For a show-run in Mexico City a few years ago, 200,000 fans turned out. It is this kind of market that F1 is right to be targeting.

As things stand for 2015, we’ll have a twenty race calendar featuring the existing nineteen plus Mexico. For 2016, the figure may rise to 21, or even 22 if New Jersey can get its act together. Some races may drop off the schedule, too. There is indeed a very fine balance between the old circuits and the new.

As the Austrian Grand Prix proved, it is sometimes possible to revisit old ideas to make progress. Mexico is another example of this, and the Autodromo Hermanos Rodriguez is set to play host to a great event next year. Baku will most probably fall into the same category as the other new-fangled races – Abu Dhabi, China, Bahrain, Singapore – that lack the charm and appeal of others, but instead revolve around lavish settings and facilities.

Azerbaijan may sound like an odd place to go to now, but so did Abu Dhabi; so did Singapore; so did Bahrain. Baku could yet prove to be a hit in Formula 1, but if it does indeed come at the cost of a legendary event such as the Italian Grand Prix at Monza, it would only be to the detriment of the sport.

  1. worknman24hours - Jul 26, 2014 at 10:17 PM

    Azerbaijan- Bernie-:”send me the money (LOTS of money) in advance,we will be there.-ANYWHERE.”

    I can’t wait to see the Formula One Grand Prix of Afghanistan.

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