F1 'stone age' compared to football and NFL, says Hamilton

F1 world champion Lewis Hamilton has been discussing Liberty Media's sweeping changes to the sport, especially the proper integration of social media into proceedings, and said that the sport is in 'the Stone Age' when compared to either football or the NFL.

Former owner Bernie Ecclestone refused to acknowledge the importance of social media in building the F1 brand and drivers and teams were discouraged from regularly posting about events.

But Liberty have embraced that particular side of modern culture, actively encouraging interaction with fans and each other, as they look to increase F1's profile on a global scale.

Hamilton has said that he is confident that CEO Chase Carey is doing the right things specifically in growing the sport, saying: "I do believe in Chase [Carey, F1 CEO] and his team wanting to bring change.

"Really, Formula 1 has been in the Stone Age compared to NFL and soccer and all big other sports and we're trying to catch up, but it's a long process.

"It's a big job for Chase - he has only come in a couple of years ago, before that social media wasn't allowed in. Bernie [Ecclestone, former F1 CEO] said it was not important. Now something as big as social media is huge and a really powerful platform, and now that's allowed if people want to use it."

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Hamilton also believes this is the correct move, adding: "It's crazy to think Formula 1 is still so unknown in so many territories, yet it's global and on TV.Liberty have been able to massively increase engagement with their audience across all social media platforms in the past 12 months, and as part of their expansion plans they are looking at potential Grands Prix in Vietnam, as well as various spots in the USA, with Miami most likely at the moment.

"There's more to be done, but I think they're doing the right steps.

"Having more races in the US is a good thing. I'm looking forward to it, but the actual racing needs to be super-exciting still."