The documentary, 'Formula 1: Drive to survive', represents the latest move by the sport to become a heavyweight player on social media.
Because Mercedes refused to cooperate, there are few close-ups of Lewis Hamilton in a Netflix series that is part of a drive to ‘bring F1 to popular culture’.
The goal is to “bring F1 to popular culture” said Ellie Norman, the marketing and communications chief of F1 ahead of the series which broadcasts for the first time on Friday. As well as the return of some races to free-to-air television, F1 has also partnered with Snapchat and backed an eSport championship.
“The philosophy of Formula One now is to engage in those areas and make the sport much more special than just what is going on out on the track.”
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