Haas team principal Guenther Steiner has challenged drivers Kevin Magnussen and Mick Schumacher to a 'popularity competition' following events at the opening night party ahead of this weekend's Miami Grand Prix.
As part of the promotion of the inaugural race, F1 staged a celebration at the Hard Rock Stadium on Wednesday night in front of thousands of fans that included the introduction of all the drivers and team principals.
When Magnussen, Schumacher and Steiner were called onto the stage, it was the latter who drew the loudest cheer from the fans, a sign of the popularity he has accrued since the arrival of Netflix series 'Drive to Survive'.
Pointed out to Steiner the cheer he received compared to his drivers, he said: "I didn't hear it. I didn't realise that.
"You don't hear it up there [on the stage] with all the noise, the speakers behind you.
"It is what it is. What can I do? They [the drivers] should get more cheers if they get better results so they can get more cheers than me. That's a good competition as well."
Steiner sees commercial value for Haas in popularity
Asked if he appreciated the almost cult-like status he has attracted since Netflix aired given his comments that have included choice language, Steiner added: "I appreciate it, but have I changed? No, I'm just the same, and I don't want to change.
"That is my principle on things, that's why I don't watch it."
Outlining the value of his popularity, Steiner added: "More people recognise you but it's good for everybody, it's good for the team, it's good for Formula 1, so there are no real negatives.
"Obviously, some people might not be happy with my performances but you can't make everybody happy in life.
"These things they help Formula 1 in general, and that's what we are here for, and it's good for the teams because if people recognise you, they recognise the team you work for and that should commercially help the team and Formula 1."