F1 product is not fantastic, says Horner

Red Bull supremo Christian Horner has been brutally honest about F1's challenge in bringing in new sponsors for the sport in the years ahead, and is concerned that the current product just isn't thrilling enough to suitably engage with brands.

Horner made direct reference to the sterlie Abu Dhabi Grand Prix which brought the curtain down on the 2017 campaign, a race in which overtaking moves and excitement in general were at a premium.

He feels that in comparison to 20 years ago, F1 is struggling to maintain a level of interest from sponsors simply because what viewers are watching just isn't as attractive as it was previously.

Speaking to Racer, he remarked: "I’d say it is harder now, yes, because there is more choice as the world evolves. There are more platforms and the product that we have at the moment is not fantastic.

“A race like [Abu Dhabi] is not the best advert for F1. We are better than that, F1 is better than that. OK it is only one chapter in 20 – there has been some great racing – but you always have to learn.

“F1 is not in anywhere near as rude health as it was 20 years ago when teams were making profits. There were some great brands on the cars. You only have to compare an end-of-season drivers photo from let’s pick 1997 to 2017, and you will see the volume of companies involved is significantly less."

Owners Liberty Media are involved in a number of initiatives designed to try and raise the profile of the sport in key markets and make events on the track more competitive. Horner believes this is key.

He added: “To attract sponsors you have to have an attractive product. Unless you have an attractive product, sponsors don’t come. There are a lot of bare cars out there. We have been able to attract brands because of what we do off track as well as on track.

“We have got to create a more attractive show to draw in sponsors that offer tremendous value from what F1 is.”