Photo: XPB Images
The Netflix series “Drive to Survive” has brought a new wave of popularity to Formula 1, especially in the United States, which includes Red Bull Racing team boss Christian Horner. The series, which captured the attention of the general public and introduced Formula 1 to a wider audience, turned drivers and team managers into well-known celebrities.
Horner, who is married to Geri Halliwell and also known as Ginger Spice of the Spice Girls, shared in an interview with Time magazine how his fame has increased significantly since “Drive to Survive” aired. “We would come here, and my wife was the one everyone was looking for to take a selfie at immigration,” says the 49-year-old Briton, who celebrates his 50th birthday on November 16. “Now they’re like, ‘Hey, you’re the guy from Drive to Survive!’
Horner’s popularity reflects a broader phenomenon driven by the series. Drivers like Daniel Ricciardo have become very popular in the United States, and even Haas team boss Gunther Steiner is considered one of the big stars of the show.
The ‘Drive to Survive’ campaign not only succeeded in highlighting the technical and competitive aspects of Formula 1, but also humanized its participants, by offering an insight into their personalities and lives off the track. This had a huge impact on how the public viewed bands and their members.
For Horner and many others in Formula 1, the increased visibility and recognition has been a surprising side effect of the series. The growing popularity of Formula 1 in the United States, thanks in part to the “Drive to Survive” campaign, is a testament to the power of entertainment to raise the profile of the sport and its key figures. The series has opened the door to new fans and increased public interest in Formula 1, making it more accessible and attractive to a wider global audience.
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