Lewis Hamilton says Formula One should “start to engage more” with popular US sports like American football or basketball if it wants to raise its profile Stateside.
Despite being a regular fixture on the F1 calendar, sports mad America has never really warmed to the series, much to the chagrin of commercial supremo Bernie Ecclestone.
Taking part in Thursday’s traditional FIA press conference, Hamilton and the other drivers in attendance were asked by a local reporter how F1 could generate more buzz in the US, especially for youngsters in urban black communities.
“It’s difficult for people to get attached here in America,” replied the championship leader, who became the first black driver ever to compete in F1 when he debuted in 2007.
“They’re crazy about NFL [American football] and NBA [basketball] and these are sports you can go and buy the equipment, and go and play down the road or in the street, whereas with karting you can’t.
“Maybe Formula One can start to engage more with the NFL or with the other sports, all the brands you have in the States. There’s never been anyone from those sports come and try to see what Formula One’s about to maybe bring some attention to it.
“I was very lucky. My dad bought a go-kart and we drove around the car park. But there’s not that much accessibility for kids like “hey I want to go go-karting”. You have to plan weeks in advance and save up.
“Yesterday, I was go-karting with a couple of kids. There were two black kids with us, and one passed me. It was the first time I had ever been with a black kid, and coming past, it was just like seeing myself. It was kind of funny. It was good. It was so much fun and it’s open to everyone.”
This weekend’s grand prix almost feels like a home race for Hamilton, who can clinch a third world title if he outscores Ferrari rival Sebastian Vettel by nine points and Mercedes team-mate Nico Rosberg by two.
The Briton often travels to America and never misses an opportunity to share his enthusiasm about the country on social media.
“I’m just happy to be there, and excited. I always enjoy myself out here in the States.
“I like travelling everywhere in the world, it’s not just the US, but I’ve got a lot of friends up here, there’s a lot to do. America obviously has a lot to offer in such a big space.
“I do a lot of my music here; this is kind of a central hub for music. This is why I’ve been spending more time here than usual.”
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