O’Ward Urges IndyCar to Embrace F1-Style Push for Popularity Growth

In the United States, Formula 1 has grown in popularity since 2018, while IndyCar is only struggling. While the American championship has a good reputation across the Atlantic, it is not growing like its international counterpart. Pato O’Ward (McLaren Arrow SP) states that the product is not marketed correctly and calls for changes to increase its popularity.

“The way it grows today is completely different from 30 years ago,” said the Mexican pilot. Having a quality product is important, but at the end of the day, people need to be here. You want people to be part of something bigger that isn’t just car racing. “Our championship is a perfect example of this, because the racing is great, but there’s something missing that we haven’t figured out yet.”

O’Ward points to Formula One as the ideal example to follow. When it was acquired by Liberty Media in 2017, the discipline exploded in America; especially with factors such as the Netflix series Drive to Survive, new formats (Sprint Races) and the opening of Formula 1, especially on social media. These changes succeeded in attracting a new audience, but in turn offended older viewers.

O’Ward says IndyCar can’t just copy other championships and be successful, but must take into consideration what they’re doing. He argues that change may cause resistance but is critical for growth. The Mexican pilot emphasizes the importance of embracing change for a vibrant and attractive future.

IndyCar has an exciting product on the track, but O’Ward highlights a flaw in the way it’s presented to the audience. He points out the importance of providing a participatory experience beyond technical races. Inspired by F1’s successful changes, O’Ward suggests IndyCar should explore new formats, invest in innovative marketing and strengthen its presence on digital platforms.

The Mexican admits that each championship is unique, but argues that looking at the successes of others and adapting their strategies could be a way to increase popularity. In an ever-changing world, O’Ward emphasizes the importance of being open to change to ensure a bright and attractive future.