In short
Podcast Summary: Business of Sport - Episode 105 with Claire Williams
Episode Overview Title: Claire Williams: “They’ve Ripped up the Rulebook” | Is F1 About to be Flipped on its Head? Description: This episode features Claire Williams, former deputy team principal of Williams F1, discussing significant regulatory changes in Formula 1 (F1) as the new season approaches. Claire provides insights on the implications of these changes for teams, drivers, and the overall competitive landscape in F1.
Key Discussions
Regulation Changes, Cost Caps, and Competitive Balance
- Impact of Technical Changes:
- Major regulatory changes can dramatically reset the competitive landscape in the F1 grid.
- Interpretation of rules and engineering capabilities are becoming more critical than budget constraints due to cost caps.
- Cost Caps:
- The introduction of cost caps has improved survival prospects for smaller teams, enabling them to compete better against historically dominant teams.
Drivers, Risk, and Performance Realities
- Pressure on Second Drivers:
- Being a second driver at top teams can be extremely challenging, often with high pressure and limited opportunities.
- Decision-Making in Driver Contracts:
- Teams must make swift and sometimes brutal decisions regarding drivers, where timing can outweigh patience in results.
Growth, New Teams, and Protecting the Sport
- Cautious Expansion:
- Despite financial capacity for more teams, F1 is cautious about expansion to maintain competitive integrity.
- Balance Between Growth and Value:
- Concerns over diluting the sport's value versus the benefits of expanding the team roster.
Personal Reflections
- Leaving Williams:
- Claire Williams reflects on her exit from the team, emphasizing it wasn't a personal choice but rather a necessary shift in circumstances.
- Nostalgia for the Sport:
- Despite stepping away, she continues to feel a deep connection to F1 and its community.
Predictions for the Upcoming Season
- Constructors' Championship:
- Predictions are difficult due to unprecedented changes; however, Aston Martin and Red Bull are highlighted as top contenders.
- Driver Standout:
- George Russell is identified as a driver to watch, with potential for great performance especially if he were at McLaren.
Key Takeaways
- Dynamic Nature of F1:
- The podcast emphasizes that F1 is in a state of flux with regulatory changes that could significantly alter the competitive landscape.
- Importance of Engineering Talent:
- Success in the upcoming season will heavily rely on the engineering departments of teams and their ability to interpret new technical regulations creatively.
- Historical Context:
- Claire's insights draw on her lengthy career in F1, providing a historical perspective on how the sport has evolved and what it might look like moving forward.
Conclusion The episode concludes with Claire expressing her fondness for the sport and the complexity of its inner workings. As the F1 season approaches, the conversation highlights the excitement and unpredictability that comes with the new regulatory landscape, setting the stage for what could be one of the most dramatic seasons in the history of Formula 1.
Sponsors
- Gemini Sports: AI-powered squad planning for sports organizations.
- Slate: Content creation platform for social media teams in sports.
- Seat Unique: Premium hospitality experiences for major sports and entertainment events.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VORecalling Drive to Survive Experiences
3:39 to 6:41
Claire discusses her experiences filming for 'Drive to Survive' and its demands.
“Slate helps sports teams create more content faster without the chaos.”
Discussion on Lewis Hamilton and Kim Kardashian
6:41 to 12:30
The hosts explore the new relationship between Lewis Hamilton and Kim Kardashian.
“But I actually think really cute couple.”
Impact of Personal Life on F1 Careers
12:30 to 14:00
Exploring how personal relationships affect Formula 1 drivers' careers.
“on developing the car for next year based on the new regulations.”
Adrian Newey's Role as Team Principal
14:00 to 14:40
Discussion on Adrian Newey's potential effectiveness as a team principal at Aston Martin.
“Do you think it's a good move to put him as team principal?”
Impact of New Regulations
14:40 to 15:40
Exploration of how new regulations will affect competition in Formula 1.
“He has the most extraordinary reputation.”
The Business of Sponsorships in F1
15:40 to 17:40
Insights on the evolution of sponsorships and business relationships in Formula 1.
“And then they're going to get other people to do the other side of the TP job.”
The Rise of Formula 1's Popularity
17:40 to 25:40
Analysis of the factors contributing to the surge in Formula 1's global popularity.
“And not only is he a great businessman and operator, but he is a racer through and through.”
Concerns Over F1's Growth
25:40 to 28:00
Discussion on the potential downsides of Formula 1's rapid expansion and commercialization.
“You know, why as a sport are we not in that kind of place?”
The Impact of an 11th Team in Formula One
28:00 to 30:00
Explore the complexities and implications of adding a new team to F1.
“I think Formula One is very clever at protecting itself.”
Challenges of Car Development in F1
31:00 to 36:40
Understand the difficulties teams face in car development, especially under new regulations.
“And it takes all of that time up until February.”
Show all 23 chapters
Driver Lineups and Team Accountability
36:40 to 42:00
Discuss the dynamics of driver lineups and the pressures faced by teams in F1.
“And it's just a real, it's not, I don't think a distraction would be the right word to call it.”
Navigating Tough Conversations in F1
42:00 to 42:34
Learn about the emotional challenges team principals face when letting drivers go.
The Challenges of Red Bull's Second Seat
42:34 to 43:33
Explore the unique pressures and challenges of being a second driver at Red Bull.
“I think there are two really hard jobs in Formula One.”
Max Verstappen's Evolution as a Driver
43:33 to 44:34
Discuss the growth of Max Verstappen and his impact on Formula One.
“But what he has demonstrated in the sport over the past couple of years, I mean, it is mind-boggling.”
F1 Drivers and Their Unique Road Skills
44:34 to 45:56
Understand the differences between F1 drivers and regular drivers on the road.
“with the competition, what I loved was he was just so blasé about it.”
The Road to F1: Driver Licenses and Beyond
45:56 to 47:05
Learn about the unique circumstances surrounding F1 drivers and their road licenses.
“He said, I think the difference between an F1 driver in a road car and a normal driver is we're applying what we do in a race car.”
The Importance of Female Representation in F1
47:05 to 49:12
Discussion on the need for female representation in various roles within F1.
“after he'd been driving a Formula One car.”
The Role of Team Principals in Today's F1
49:12 to 51:16
Examine the evolution of team principals and their backgrounds in F1.
“You know, I miss the fact that he's not in my life because he's just one of the most wonderful human beings I genuinely have ever met.”
Growing Opportunities for Women in Motorsport
51:16 to 52:44
Discover initiatives aimed at promoting women in various motorsport roles.
“I said there is an expression in Formula One.”
Season Predictions: Constructors and Drivers
52:44 to 54:00
Insight into predictions for the upcoming F1 season and potential surprises.
“What's great, though, is that so much change has happened in this space in the past decade.”
Excitement in Formula One Regulations
56:00 to 57:19
Discussion on the impact of new regulations in Formula One and team performances.
“You know, I guess who's going to turn up in a way where they have performed far better this year than they did last?”
Drivers and Team Dynamics
57:20 to 59:09
Insights into the dynamics of racing teams and the struggles of drivers.
“And you've got Fernando Alonso in there who knows how to build a car and a team.”
Life After F1 and Personal Reflections
59:10 to 1:01:32
Claire Williams reflects on her time in Formula One and her current life.
“Lewis isn't just going to go, you know, who cares?”
Transcript
Automatic transcript. May contain errors.0:29It almost seems like they've thrown a grenade. to jeopardise having bought in Adrian Newey by putting him in the wrong job, because that would be stupid. You would be utterly stupid. I remember, you know, sat around the table and when another team wanted to come in, it was like, well, we could each lose 10, 15 million. I mean, a team now is going to have 10 to 15 million down the back of a sofa. There is enough money in the pot of Formula One to be able to accommodate an 11th team. You asked me the question earlier about McLaren and will Zach be ruining these new regulations?
1:00Hello and welcome to The Business of Sport, the show that takes you behind the scenes with the industry's leading owners, operators and athletes. It's a return to the chair for one of our greatest guests and what a time to do it. When Claire Williams came to see us in 2024, she delivered an account of Williams and the recent sale that few had heard. Today, we look forward. As the new season approaches, teams have had to deal with some of the biggest regulatory changes in the sports history. Are we about to see F1 flipped on its head? without the pressure of having to be across every detail expected when team principal Claire can take a breath and look at the sport from a different lens today we and hopefully you are the benefiters of that from how to prepare a car from scratch to why she thinks George Russell would be great in a McLaren incredibly juicy we know we're delighted to welcome Claire to the business of sport picture this you're a sporting director in a taxi heading to a board meeting A player becomes unexpectedly available.
1:59The window to act is hours, not days. Can you access your later scouting reports, your valuation model, see what your scouts and analysts think, collaborate seamlessly with your staff back at the training facility, all from your phone? If the answer is no, you're negotiating blind while your competitors are making informed decisions fast. Gemini Sports is the mobile first command center built for exactly this moment. AI-powered squad planning that puts every insight, every report, every critical piece of intelligence in your pocket. Not next week, not tomorrow, not in an hour, right now. In just eight months since launch, clubs across three continents have made Gemini their unfair advantage to win the transfer market.
2:40Visit geminisports.ai and see what your competitors are already using. Because the market moves at the speed of WhatsApp and your tools should too. Social media has become one of the most important marketing channels in sport. It demands more content across more formats at a faster pace without sacrificing brand standards or sponsor value. That's why over 90 % of professional sports teams in the US use Slate. Slate is the complete creation platform built specifically for social media teams and sport. Founded by former NFL social and video leaders, Slate was built to solve the exact problems teams face on game day and every day in between.
3:20It gives teams one place to create, collaborate and publish content across the entire week with brand standards and sponsor elements built directly into the workflow. Slate replaces fragmented tools with a system built for modern sports organizations. When content moves faster, engagement goes up and sponsorship opportunities follow. Slate helps sports teams create more content faster without the chaos. Claire it is so great to have you back the most played show we've been looking forward to this so thank you so much for joining us thanks for having me back it took a while didn't it to get it back in the diary but it's really nice to be back I'm sure last time you made me wear those really dodgy headphones so I'm very grateful I don't have to do that today so thank you very much I thought this new studio actually means we don't need them because the acoustics are way better this is a very nice new studio but you know it actually reminds me it's triggering me for my drive to survive filming because we have these funny, weird honeycomb light things.
4:16But in the studio for Drive to Survive, it's much smaller around me. And there are these things, it's like wraparound. And I'm in there for four or five hours with these lights pelting. It was horrible. Do you still do all of that filming? Do you still go in one session? No, it's about four or five, sometimes six. Starts from about June through to January. So they'll just call me whenever they need me. And it's quite intense. And you're still doing it? Yeah, I love it. It's really good. That is some real stamina. Do four or five hours under these lights and then come out. You're feeling pretty jaded when you come out.
4:50You don't realise while you're doing it. But I always ask, how many pages of questions have you got at the beginning? Because it kind of gives me a judge on how long I'm potentially going to be in the chair. And he's like, 13. I'm like, are you joking? 13 pages of questions. 13 pages of questions. Wow. Yeah, but it goes really fast. And obviously I'm talking about stuff that I love talking about. Have the questions changed over the years? Not really. Are they particularly keen to know stuff now that you think, oh, it's more driver focused or, oh, they're actually way more interested in what the principals are thinking?
5:24No, because since I've, this is my third season that I've, I don't know, when am I on talking head? I don't know. And they're always interested, obviously, just in the TPs and the drivers. It's just the storylines that have changed over the years. And obviously I'm in there to give the perspective on what it's like being a team principal in the sport. So, you know, or what drivers might be thinking. Not that I necessarily know what a driver is thinking most of the time, but hey. Speaking of like what drivers are thinking, the real question that we wanted to start with is, you know, Kim K and Lewis.
5:56What are we thinking? I know. Hello, Lewis, you cheeky boy. Estelle Manor for the weekend, hiring out the whole spa. Is that where they were? Estelle Manor? Hiring out the whole spa. You're joking. Wow. Who's the winner in that relationship? Who's done better? They both win. I don't think you could, from my opinion anyway, my humble opinion, I don't think either is fishing outside of their pond. I've been trying to define it in my head this morning because I saw it as much as I don't go on social a lot. I did see it last night when I was flicking through. And I was like, holy Lord. And I spoke to my husband and he said, I don't believe it.
6:34That's not. And I was like, I think they are. They've been talking about romantic getaways in Paris. I didn't know about the Estelle Manor thing. And there's pictures of them in the romantic getaways in Paris. And there's Estelle Manor for sure. Yeah. Yeah. But I actually think really cute couple. Like if you, I mean, I've seen Louis. Louis is a very handsome man. Kim Kardashian is obviously a very beautiful woman. Cute. Yeah. I love that for them. And, you know, I hope it's genuine and it's long lasting. But I mean, to bring those two worlds of Formula One, which has obviously exploded in recent years.
7:07It is, you know, where everyone wants to be. And then, you know, you couple one of the greatest driver who has transcended the sport for so many years now. You couple Kim Kardashian with that, you know, who is a goddess in her own world. From drive to survive to keeping up with the Kardashians. I think it's pretty good for their careers. Sorry. And keeping up with the Kardashians, like, with him in it. I wonder if he would go in it. Because he's quite private, Lewis. He is quite private. Give it a year with Kim K. Yeah, he's a hell of a change. He has recently, though, hasn't he, I think, come out and talked about how, you know, he is one of the few drivers, particularly at his age, that has never been married, hasn't had children, and he's been very particular about that.
7:53I don't want to put words in his mouth, but he was talking about how that has allowed him to maintain his focus. He's been solely focused on Formula One. Could this now be a shift? you know Lewis turning into a family man. Managers quite often talk about that side of it with relationships they quite like players to have families and have a grounding. Did that ever come into Formula One from the driver's perspective if you as a team principal were looking at those drivers? I was brought up in a world where when a driver got married it was seen as the end of their career it was like well that's a distraction and certainly when drivers had children this is a Formula One is a high risk sport.
8:31You know, right on the back of our passes in big black letters, it says motorsport is dangerous. You're getting in these cars, despite the safety improvements and significant ones over the years, it's a dangerous sport. And it was always considered, you know, if a driver suddenly has a child, their appetite for risk is going to wane somewhat. You can imagine, aren't you thinking, well, I've got kids at home. Do I really want to go into Eau Rouge at 200 miles an hour? Maybe not, because, you know, I've got responsibilities. Even if you're not necessarily cognizant or consciously thinking of it, your subconscious is chewing that over in the background, isn't it?
9:07I think certainly back in the olden days of Formula One, you know, children and racing drivers didn't necessarily mix. And they were always, the kids of drivers as well, were really kept out of the paddock. It's not like today when, you know, all the drivers are bringing their wives, girlfriends, and if they've got children, even better. So, you know, everyone come in, bring them along type thing. It's a very different world these days. Let's look at this year because there's been some massive changes and probably, well, some of the biggest shifts in engineering in cars that we've seen. These cars have been released.
9:39They're a bit smaller, correct in saying a bit slower. We've got 50 % electric. There's going to be lots of different elements to take into account this year. Do you know what? One of the best things about not working in Formula One anymore is I don't actually need to worry about the details of the technical regulations anymore. So I don't need to know what percentage the car is hybrid or battery powered or, you know, I obviously know what the fuel looks like this year. It's probably one stat that I've managed to retain in my brain. But, you know, when I look at the change that they have or they're bringing about for 2026, I look at it holistically.
10:16So, you know, you can look at all the specs and technical changes that the car or they're bringing to the car this year. But what I look at is what's it going to do for the racing? What's it going to do for the competition on track, which is what any fan wants to see? Great racing. And Formula One has worked so hard in the past five years, certainly from when I was still in sport 2019, 2020, to bring about kind of a convergence in performance through changing and tinkering, tinkering being the operative word with the regulations. And in whatever year they put these new tech regs through, it almost seems like they've thrown a grenade into what has been a really wonderful, maybe I shouldn't say this, it's not great, Formula One won't thank me for it perhaps, but it's like they've gone, it was working so beautifully.
11:07There was so much competition up and down the fields. There were so many brilliant battles. It wasn't just one car going off into the distance and then there was a load of cars two seconds off the pace and a few in the middle. It was fighting everywhere. It was wonderful to watch. And then suddenly they've had or they've implemented, brought in these major regulatory changes on the technical side. And it's going to be like you've ripped up the rule book completely the end, what is going to happen this coming season. And it's fascinating to see. But I don't think Formula One has ever implemented such a wide ranging, broad brush, technical change.
11:46And how the teams have to deal with that is, that's really tricky for the teams as well. Who's best place to take advantage of it? And who's most negatively positioned? So, I think now when you've got the cost cap, you know, it's fairly balanced. If you had, In my era, if you had done this, I would have probably been very ill over the winter going, how on earth can we match what the bigger teams are doing? Because the smaller teams like ours didn't have the budgets to manage such regulatory change. So it would have been so difficult. You would have had the bigger teams being able to have multi-faceted programs.
12:28They would have still been able to run their existing car while putting a huge amount of resource on developing the car for next year based on the new regulations. Now you've got this kind of convergence of financial firepower. You've got teams, all the teams have roughly, roughly the same amount. They might not have the same resources because some of the lesser teams are still trying to catch up in that front, or smaller teams are still trying to catch up. But you've got to look at, I think, the people that each team have to see who's going to take advantage of these new regulations best, because it's going to be the interpretation of the technical regulations that is going to create the most success, if that makes sense.
13:11If you've got brilliant, technically-minded people, if you've got a really strong technical department, so engineering, design, aero, manufacturing, that are all working seamlessly together, you're going to be on the front foot come the first race of the year. So really, are you backing Aston Martin then? I haven't been in the paddock in that way where you know who's in each team for a number of years. And people move around a lot in the sport. So people have moved, teams have got different personnel. But you've got to look at an Aston Martin and go, that move of Lawrence's, however, what, two years ago to bring in Adrian ahead of these technical changes.
13:53You know, what's the word in checkmate, whatever it's called? that's like almost done deal because if anyone's going to get it right it's going to be Adrian. Do you think it's a good move to put him as team principal? That's not my that was not my decision obviously to make that was Lawrence's and they've had and Lawrence and the people at Aston they've obviously got their reasons to do it and Adrian I don't know him particularly well I can't profess to knowing Adrian well he worked or he started his career at Leighton House I think then he came to Williams so back in You know, I was a teenager.
14:26He was at Williams. I didn't know him well. I knew his reputation because of how my father talked about him and my mother and how they continue to talk about him, even when McLaren had stolen him from us, so to speak. He has the most extraordinary reputation. He's an aerodynamicist. And if Adrian can't make it work, probably no one can. He is an utter, absolute genius. He can make a car do, probably no one can. But can he be a team principal? When you're a TP, you've got to have a 360 view of the team. You've got to have an eye on everything. Certainly, you know, I say that from my perspective.
15:06That was how I went about being a team principal. I had my senior leaders across all of the areas and then kind of I was the person at the top of the food chain. Whether that structure would be applied in the case of Adrian Newey being team principal at Aston. Is he a traditional team principal? Is the requirement for Adrian's role going to be having that 360 degree view? Or is he like a TP, more a TP in name and his singular focus still remains on the car and its aerodynamics and its performance? And then they're going to get other people to do the other side of the TP job. Lauren Stroll is a clever man and he knows how to make businesses succeed.
15:52He's not going to jeopardize having bought in Adrian Newey and jeopardize that talent by putting him in the wrong job because that would be stupid. you would be utterly stupid if you diluted Adrian's time ability and talent by making him worry about signing off holiday forms for people because that's a part of a TP's job. So do you think it levels the playing field? Almost starting from scratch. Having the new regs? Yeah. Yeah. I think 100%, right? Nobody has got any of these bits already in play. Everything is new. And that is going to be really fascinating. So if you're Zach at McLaren, do you think you're sitting there going, oh, come on, we've just...
16:34Yeah, I'd be well ticked off. I have just managed to get this team back to championship winning ways. And now, you know, they've ripped up the rule. But that's what happens in Formula One. You know, one team does too well and it's like, tear it up. You know, we've got to get the other teams back into play here. It was great to see last year, wasn't it? Oh, it was wonderful. I'm a massive fan of Zach. We worked very close together for a number of years on the commercial side because he was running GMI before he then sold it to whoever my brain goes. CSM. Thank you. And so he was doing a lot of the big deals.
17:15When I was running Williams, he was managing all of the big deals, bringing new sponsors in. I mean, he was a game changer in that space. He had the magic touch when it came to sponsorship. So I worked very closely with him on a number of our deals. I was in Martini. That was brought in through JMI and Zach. Unilever, when we had the Unilever partnership, the same. So I had a great relationship. And he's just, he's a real inspiration in the way that he does business. And not only is he a great businessman and operator, but he is a racer through and through. He loves his cars. I mean, you guys know his car collection and what that looks like.
17:50And he goes racing in his spare time. I mean, Zach Brown doesn't take a weekend off when, you know, he doesn't stay at home on a weekend away from a Grand Prix. He's at another racetrack, you know, wherever that might be in the world to just feed that love and passion. So I've loved seeing McLaren. And, you know, when I was young, McLaren were our huge adversaries. You know, you mutter the word McLaren in our house when I was little and it was kind of, you know, the devil incarnate's arrived. Because Frank and Ron Dennis, who ran, they were massive adversaries. You know, it was the days of Williams versus McLaren in Formula One.
18:25And so you might expect that I would not perhaps enjoy seeing McLaren. But I think because of that link, back to almost my childhood, but because they're a British team and really very similar in their values and how they go about racing to Williams, probably why I am so happy for them. They have triumphed in the sport again. We went to do a show with Zach at McLaren HQ. That was after I last came on. You helped us with it. And it was amazing going into that HQ. I mean, the cars, literally from the Niki Lauda cars, right up to your kind of silver and red Lewis cars than they had last year's. The evolution.
19:10I mean, seeing how far forward the drivers used to sit in those cars. I mean, their legs literally in the nose cone. I didn't quite have the courage to tell that, that I hadn't passed my test. Harry, can you not drive? No, I didn't believe in driving. What? Do you believe in driving? To be honest, it's safe for everyone else. I was actually about to say it might actually be safer this way, right? Honestly, I'm terrible. I get very distracted. I'm not very good at doing multitasking. And so the idea that I'd have to tweet and drive just gives me like, no. There is a thing, I think, with losing that focus when you're driving.
19:45My husband has it. So I do ask. I say, what were you? You must have been thinking about something else. What were you thinking about? Yeah, I don't think I was. I think actually like when you look at autonomous driving and autonomous everything that's coming like the labor displacement is so real and so scary for everyone yeah but I actually think that just makes F1 so much more valuable I think what people prioritize and pay for becomes events and human talent and exceptionalism and I think that makes the core sports sorry to all the pickleball fans out there you will have lost your money but F1 and football in particular I think will be massive massive value accrues do you think that's why f1 has exploded in the way it has because people know the smart people in the room know that that sport's coming and so they're all investing in it no i honestly think it was just like the globalization of storytelling that came from drive to survive and actually what that did to the total addressable market for for the audience um and i think then just like opening up the sport to like better stories from the drivers yeah when gunsteiner when he came in yeah said yes obviously drives five was great but he pinpointed just a bit before that it was opening social media up to the paddock so the sport could be consumed on mass on digital i completely agree and that was the thing but i do think you know i understand bernie's protectiveness because actually that created value in the brand having this sport that was was closed quite closed i mean i wasn't a supporter of that just because that's a whole nother conversation but actually protecting it like keeping it closed kept it more aspirational people were intrigued by it it was like oh i can't when you know when you can't have something you want it more kind of and it was a bit like that i think that was bernie's approach with it but then that wasn't sustainable in this day and age where social media is as relevant and as prolific it is you know you can't hide behind a closed door anymore and be relevant well it's the biggest question in luxury brands which is like how do you have like true true mega scale and preserve luxury prestige.
21:44And I mean, that's just phenomenal. We'll just put the price tag up, right? Well, I mean, it's just... It's what I've noticed. The truth is Walmart's worth a trillion and Chanel would probably be worth in the tens of billions. And that's the difference. But I remember when you were here last time and you were talking about the commercialization piece, nothing indicates the power of that sport now more than the brands coming into it. And I think you said, was it in the 90s or 80s, 90s, where your dad was turning down huge deals. Yeah. And then you had the period where you literally couldn't get a deal at all.
22:14No, you said a sponsorship for Lebanon money, and we were fighting over 8 million title sponsorships. It's crazy. Now they're 100 plus million. Why was it fighting them away and then none? Was it just changing the economy and sponsors' willingness to give cash? Yeah, I think it was. So it kind of started going wrong in the financial crisis of 2008, and then it never really picked up. It picked up a bit. But then there was this real lull in that kind of 2016 through to 2019, 2020 even, where it was just nothing around. And I kid you not, title sponsorships were being done for eight, nine million at the end of my year.
22:54And you can't run a team where you're getting a title sponsor for eight or nine million. And then you've got teams fighting over that money. It was ridiculous. How much do you need for a title sponsor? do you need? Well, in my day, if you say, if you look at my budget was 120 million minimum, really. And if you had, you can sell as many sponsors you want to make 120, but in an ideal world, we were targeting 20, 30 million then for a title. Now, they're selling titles for 80, 80, 90 million. So it's all based on supply, isn't it? It's like what brands are coming in. And, you know, if you've got, like now, these wonderful brands coming into the sport and climbing over themselves to sponsor, then the teams dictate the rate card.
23:43Whereas that was not the case in my day. And it was really the sponsors dictating the rate card. It's also the shift in types of businesses that have come in to do it. You know, you look at it this year, you have Atlassian Revolut, Mastercard. 11 Labs. Not a title sponsor, though, I don't know. Yes, one of them. Anthropic, as I said earlier. But I'm looking 80 or 90 million for Anthropic. Anthropics are raising at 360 billion. It's got 20 billion, but people are fighting hand of this to give them. 80 to 90 million is like the coffee butter. Yeah, and those will be less because, again. That's crazy.
24:13But this is what we've seen, though, which is, I'm sorry, and you can tell me, like, Reynod and Harry too, like, boring and finance-y. But with the extension of private markets, you've seen companies get much, much bigger. You know, we now have over$10 trillion companies. And so, like, 80 to 90 million, 10 years ago, was a lot. now for these companies it's nothing what is great though so a lot of tech companies have always been in the sport and that was where our sweet spot was during my time but now you've got much more you know much kind of more not high street but you know more luxe brands coming in Louis Vuitton sponsoring Formula 1 when I saw that I was like I had to I was so angry it was like well you know I'm not going to get a free handbag I'm no longer a TP you know they're not going to give me free stuff but if I was still a TP You mean Toto's not going to get a free handbag?
25:00I'm sure. Susie probably has got a lot of free handbags. But that's, I mean, it's such a different type of sponsorship for them. But amazing. I mean, again, demonstrates the power that this sport now has. Yeah. And they must look at Kim Kike and Lewis's relationship and go, oh, my gosh. Well, look at what Taylor Swift has done for the NFL. Yes, exactly. The power of partnership and a different type of partnership. Yeah. It's huge. Yeah. Yeah. And I never, if you had said to me, seven years ago, this is where Formula One's going to end up. I'm not sure I would have believed you. We all wanted it.
25:37We were the TPs, we would all sit around in our strategy group meetings going, we want to go kind of in the direction of NFL. Why aren't we there? You know, why as a sport are we not in that kind of place? I don't think we ever would have believed it was coming. And then just suddenly this explosion and Drive to Survive, I very much believe, is at the heart of that. And COVID obviously coming when it did and people just desperate to watch things. Drive to Survive was there and for whatever reason, the public loved it. And that has stayed. And you've just got this sport now that I've never seen anything like it.
26:11I don't know about you guys are in this space much more than I am and you would know, but has there ever been an example of a sport that has blown up in the way that Formula One has in such a short space of time? And globally as well. globally yeah again you have it in regions but every market yeah i mean again coming back to sponsorship when we had antoine simo revolute the reason he said i can justify eight figure maybe nine eight to nine figure deals because it plays into 17 of our 20 markets yeah and you split the budget and you split the budget up across each one so i mean it's just like this is amazing right this is an incredible opportunity for us to do this no one else really can can offer them that if it's not football.
26:49But that comes with other connotations. Are there any negatives or concerns to come from that? Like, is it just great, like just flushing the sport with way more cash? Is there any concern around the kind of cheapening of the sport, allowing cameras into every corner of every driver's mind? Is there anything bad or is it just all upside? I don't know. I mean, you've probably got your purest F1 motorsport fans that want to focus on the racing. and maybe see that kind of as a distraction. But that is what keeps a sport alive. Without that, the sport doesn't exist, really. So you can't complain about it.
27:30And you've still got, I think what it does is actually is a great, you've got both now. You've got the wonderful entertainment side and what's the glitzy stuff that's going on in the paddock. But then you've got the race as well. You've still got the drama on the racetrack. You still qualify. You still got practice. You still got the Grand Prix. So you've got it all. They've just elevated the other side that wasn't happening, I suppose, that the entertainment in the paddock side of it and for the TV. I'll put that into context then. Do you think seeing the grid expand is one way where growth can maybe be criticised?
Read the full transcript
28:04We have 11th team this year. We have Cadillac joining. What do you look at it as? I don't think. I think Formula One is very clever at protecting itself. There are mechanisms in place with the constitution of the sport. that will not allow that. I mean, for that 11th team to come in, that would have taken an enormous amount of negotiation and conversations. It's not just a given. I don't think Formula One is smart enough to make sure that it protects itself against over-egging the pudding, I think, so to speak. And you don't worry about it being a distribution model that is now feeding more mouths than it needs to.
28:45That's been some of the criticism. It's been, oh, we're just splitting the pot now between another team when actually... I think there's enough in the pot. Yeah. You know, I think that argument was relevant. I remember, you know, sat around the table in strategy group and when another team wanted to come in, it was like, well, the pot's quite small as it is right now. You know, I mean, other numbers are going to elude me, but, you know, tens of million. We could lose, we could each lose, you know, 10, 15 million with this team coming in. and that's not really particularly fair. I mean, a team now is going to have 10 to 15 million down the back of its sofa.
29:22It's not going to worry about it. There is enough money in the pot of Formula One to be able to accommodate an 11th team. There's probably enough money in the pot of Formula One to accommodate 15 teams in the sport. But all the TPs will then reject it because they don't want to have to share. They don't want to share out. And quite right, you know, they've invested how much they've invested. a new team shouldn't be automatically deserving of the same amount of that prize fund pot that existing teams get. It's got to be a ratcheted system. But Formula One won't, just the other TPs, the sport won't allow that many teams.
30:01Seamless access to the ultimate premium hospitality experiences at the biggest sports and entertainment events. That is what Seat Unique is all about. Now, I'm really delighted to partner with them. I've known the business for a long time. The founders are incredible, the growth of the offering has been insane, the experiences they create are unmatched. Seat Unique brings all your favourite events into one place, with access to top-tier Premier League clashes, major finals, the world's biggest artists and the most iconic venues. If you're worried about fake tickets or scams, as I think most of us are, every ticket on Seat Unique is 100 % official and guaranteed, so customers can book with total confidence.
30:39And it doesn't matter if you miss out on general sale. Seat Unique gives fans secure access to events that are already sold out so missing a drop doesn't mean missing the event. They know the concern around hidden fees and unclear pricing. What you see is what you pay. No nasty surprises at checkout. Discover your next premium experience by following the link in the description to seatunique.com. Can I ask when you came last time you said the hardest time you had at Williams was in 2019 when you didn't get the car testing and I must admit the other day it gave me a little bit of a flashback to that when Williams missed the shakedown now not testing but the shakedown yeah should we be worried if you're looking at this type of thing and the team doesn't get a car to that stage do you know it just can happen it's not what you want to happen but these regs that we talked about as we talked about earlier they are sweeping in their remit and you know it's it's really hard I think what the fans of the sport doesn't perhaps necessarily always understand and because it's not shown is the work that goes on behind the scenes over the winter the work that goes on to get a new car ready that as soon as pretty much you've put your car on the truck to get to the first test of the year you are your engineers and aero they're working on yeah then they've got simultaneous programs for development of the existing car over the course of the year but they are then implementing plans for the next season's car.
32:07And it takes all of that time up until February. So from March in one year through to February the next, the aero team and the design office, they are all focusing on next year's car. And that's within a period of stable regulations. And it is still a push to get your car out. You can't imagine or underestimate the work that is involved in getting a new car while simultaneously running an existing race program. You then throw into the mix a whole set of new technical regulations that these teams have to try and interpret, analyze, and then implement and design around. And then you expect them to do the same thing as you expect them in a normal regulatory year to get that car to testing in February.
32:52It is an unconscionable achievement that anybody almost gets their car to a test. They'll own a test in a new regulatory year. The fact that Williams haven't, yeah, I mean, it's not great for their program. But it's, you know, I don't think we can, there's no criticism leveled. There shouldn't be. And is it a concern? We can only know when the car hits the track and we can see where its performance is at in Melbourne and give it a few races. But, you know, it shouldn't really be a surprise. This is a hard sport with really tight timeframes that these teams are having to work to. If 10 get there and one doesn't, one has to go, well, something went wrong with that one.
33:40Like the others made it happen. Something will have gone wrong, right? Yeah. You know, when I can talk from my experience in 2019, we didn't get our car to testing and it was unexpected. if I'm honest with you, from my perspective, I thought things in our operations areas were fine. And it was only in hindsight because we did a massive after action review. Because if you can imagine, getting your car to testing is almost just a given. I've grown up in the sport, I've never seen my dad not get his car to testing. You know, you kind of just anticipate that's what's going to happen. You almost don't, you don't understand the processes.
34:17You don't, you just expect all those processes to happen. And obviously, when we failed spectacularly, we held our hands up and we said, we've got a massive issue here, we ballzed up, we're going to be a couple of days late to testing. We don't know yet why. And we won't know until we've done our after action review. And then we put in a six month program of understanding what did go wrong, so that we could put in processes and procedures to make sure that that never went wrong again, which we did. And then we made sure that the next year we actually had a stupid thing where we said right next year we're going to have our car ready two days early because we are not going to be late again and we had our car ready two days early but I don't think they will they might understand and they're not telling us what's happened I'm sure you know they probably do they just don't want to air their dirty laundry in public and why should they but they will be fully I suppose they'll be they'll be actioning programmes to understand or analysis to understand exactly what has happened and why that car hasn't reached testing.
35:19And of course, they'll be worried, but they're not going to tell us that. Based on what the team achieved last year. Yeah. It was great progress. Yeah. So you still look at that with pride. What I find is, you know, you asked me the question earlier about McLaren and will Zach be, you know, ruining these new regulations. The same question is probably applicable to Williams. They have worked so hard to bring themselves up and they were doing so well last year. I mean, they finished fifth in the championship. That's no mean feat. And they had a lovely couple of podiums and they probably thought, well, hey, we're getting somewhere here.
35:55And now they've started this season and they can't get the car to testing. And for me, yeah, that is a worry because I don't want them to be in that position. You know, that team is a great team. And I know how hard it is. It is so brutal. It is so hard. And blood, sweat and tears will have still have gone into that 2026 program, that 2026 car. And now off the back of P5, they would have wanted to springboard it to fighting for P4 and continue that journey. And is this now going to put them back to where they don't want to be again? And that's really sad because I know so many of those people at Williams.
36:37And James Bowes is a fantastic team principal and he's got a plan. And it's just a real, it's not, I don't think a distraction would be the right word to call it. But it's just, it's not what they want. And it's not what any of us want because we all love Williams. It's a great team and they deserve to do well. And, you know, those poor people now, you know, have got a real job on their hands to sort this out and to get to the first race with a car that's hopefully as competitive as last year's. Could surprise us all. Turn up in first testing and suddenly go, hey. You never know. They could have found something.
37:12This is one of the brilliant things about when you have a regulatory change like we've got this year, is that it does allow a level of innovation in the sport that you don't normally get to see. And it's when these brilliant engineers that fill the paddock come up with some of these wonderful new technologies that can propel them to the front of the grid. I mean, it's exactly what happened to Braun in 2009. They came out with a double diffuser and that just put them light years ahead of everyone else. No one could catch up. And Jenson Button ran off into the sunset and won a world championship.
37:48And it was brilliant. And that is what Formula One is. Despite, you know, you might complain, well, it was a one horse race, but that's what Formula One is. It's about these brilliant engineers unleashed and coming up with amazing technologies that we all look at and go, where the hell did that come from? And my point is, Williams may have done exactly that. You never know. They could be hiding behind, we're not getting our car to testing, because we've actually come up with something incredible. And we don't want to show that to everybody. Because if we do, then everybody can see it, they can analyze it, and then they can go and come up with their own version before Melbourne.
38:25We might miss this. So they can't do that. And it doesn't buy teams a load of time to come up with this brilliant new tech. Who knows? I'm not saying that's what's happened, but you never can tell. Spoiler. Spoiler. I'm not saying that's what happened. I'm not saying that's what happened. I'm not saying that's what happened. I'm not saying that's what happened. I have no inside intel. But that's, you know, that's what I'm hoping. What do you think of driver lineups? We've gone from a stage of like, a couple of years ago, I think we had no rookies. Yeah. Then last year, we had six. and then not only the six but then the kind of chaos of changing just a few races in with Doon and Lawson and Sunoda and all of this coming and then this year we've only got one again.
39:01I guess last year actually looking at that just with the upheaval that went on within some of these teams like why does that happen? I think last year was probably one of the best years we've had in Formula 1 and as a fan of the sport it was a privilege and to have had six rookies I mean normally you think oh my gosh I mean, that's nearly a third of the grid is made up of drivers that have never turned a wheel in F1. And yet those rookies did a great job to produce some brilliant racing, which is hard. Normally, you kind of see rookies going off left, right and center. And yeah, there were a few shunts as to be expected, but they did a brilliant job, despite some changes.
39:40And I mean, looking at that, nobody ever wants to see a driver taken out of their car in the middle of the year, particularly early on. And it can be soul destroying. But equally, sometimes it can be the right decision for a driver. You know, if that driver is not coping well, particularly in a scenario like a Red Bull, that is a very harsh environment in Formula One when you're a rookie. There is, it's just, you know, it's an unconscionable place really to understand the pressure. And particularly now in the sport, it's a hard sport with the weight of the world watching you. sometimes it's a better decision for your driver to actually put him back in the shadows.
40:21But three races in, Claire, three races in. I mean, again, it's your job. Accountability, therefore, I'm looking at that and I'm going, it's whoever's put that person in the car. Like, this is such a big job. It's high stakes. Formula One is high stakes. There is a lot of risk. And what are you going to do? If you've seen that your driver can't perform, are you just going to allow that to happen for the year? You know, because if you don't have, you've only got one side of the garage that's performing you know you're scoring half the points versus your rivals and last year you talk about there were brilliant driver lineups there were brilliant driver lineups did you have moments when you doubted your drivers significantly enough to make big big changes no i never i never was in a position for whatever reason where i had you know I was forced, I had my hand forced in that sense, thank God, because I would have hated it.
41:15And respectfully, do you go home after a race going, hmm, I wonder if it's the driver? Yeah, of course you do. Well, you don't wonder, sometimes you know, yeah, because the data is there. And also, you've got two teammates. The last thing you want to do is destabilise your team and take a driver out. And in Veriby, most of the time, you have picked a driver based on their performance and it normally works out. These drivers, they're the best in the world. You know, it's unlikely that you've got a driver that can't deliver what you need them to deliver. Sometimes they can't, sometimes they don't work out.
41:50And, you know, then some teams will make the really difficult decision to pull them. I fortunately never had to do that. I mean, it was bad enough when at the end of the year, you'd have to sometimes let your drivers go. I mean, that was horrible. Those were conversations that I would absolutely detest you know when it's like we used to have to dump a boyfriend when you were young or something and you'd like sit there for hours and talk to your mates about how you were going to do it and you'd get that real nervous feeling and it's oh this is awful i feel horrible um it was exactly the same i'm not any of these drivers in my like had relationships like that would but it's the same kind of thing did you make it quick and you're like direct like hey this is it or do you kind of no i would be much more yeah the shit sandwich approach yeah Do you think being Max Verstappen's understudy or the second driver at Red Bull is probably the most difficult car to drive in Formula One?
42:40I think there are two really hard jobs in Formula One. I think at the moment, I don't know what is going on with that second seat at Red Bull. It's almost like it's cursed. I don't know. It's something weird. I think they may have found their guy, Isaac Hadja. Hadja, yes. Who was brilliant last year. Brilliant. A rookie last year. Yeah. But he's got the attitude as well, I think, that you need in that car. You've got to have, I think, in that team, in that car, you have to have a particular type of personality. And I think he's definitely demonstrating that. But I think as well, you can't take anything away from Max.
43:14You can't take away anything from that team. They've done an extraordinary job as a team. And with Max, Max Verstappen is just, I have a newfound love and respect for him as a driver. When he first came into the sport, in my humble opinion, I wasn't that sure. Or, you know, and then I think like a lot of us, it's a bit like Marmite. But what he has demonstrated in the sport over the past couple of years, I mean, it is mind-boggling. It's some drivers, they get to a point in their careers, they get to a level of performance where it is just supreme. And you watch it and you're just watching magic that only a certain number of drivers, I think, get to in their careers.
43:55Like an Ayrton Senna would get there, you know, got there. and Michael Schumacher. And Max is in that period now. And it's actually a real privilege to watch. I mean, I felt that last year probably demonstrated it the most because the ability he had to make that competitive at the end. Yeah. Against the McLaren car that was amazing, right? And the Red Bull car, which was obviously good, but it had some real issues throughout the season. And he still took it to the last day. And it wasn't just the car that had issues. I mean, the whole team was in trouble last year for whatever reason. we won't talk about.
44:29But to come out of that, despite the distractions, despite the performance with the competition, what I loved was he was just so blasé about it. It was like, yeah, you could see Lando, you could see Oscar, desperate for that championship win. You could see how hard they were or how deep they were digging. And Max was just kind of blasé. If it happens, it happens. He's just awesome. It was a great piece on the question people ask all the time, I'm sure. we probably asked it to you last time, but how much of it is the driver? How much of it is the car? And when you look at the top, top level you realise how good the driver actually has to be.
45:07That debate will rage on. Put me in the seat in your seat. I'll show you the answer, maybe. To be honest, he could probably do based on what the second seat of Red Bull has done. He'd probably do a decent job. Me and Nico actually, Nico Rosberg, have a bet that he can beat me driving backwards and me going forwards. In a cart. cart. Do you know Nico, I've been in a road car with Nico because I was his press officer and he taught me this incredible thing about drivers. His driving, the thing about F1 drivers on the roads, you can trust them implicitly. You might not be able to trust everyone around them, but you can trust them.
45:45So Nico told me when we were driving once and I just, I was sat in the passenger seat and it just felt like a really different experience to being sat next to any other normal driver, road driver. And I was like, what? It was quite weird what was going on. And I was talking to him about it. He said, I think the difference between an F1 driver in a road car and a normal driver is we're applying what we do in a race car. And in a race car, we're sat there and we're not doing what everyone else would do and looking at what's coming or what's in front of us, you know, what's 10, 20 meters in front of us.
46:16We've already clocked that. Our brain has already processed that. We're looking at what's down the road, what's 100 meters, what's 200, 300 meters, because we've got to, because we've got to prepare for the corner and the breaking zone and all the rest of it. And it was like, wow, to actually, if you can think about your brain processing that, having already processed it and being prepared for what it needs to do to go through that moment, to then, Nico explained this much more eloquently than I did, but then to be focused on the next, like most people's brains don't want like that. Do you remember Daniel Kivat?
46:47Yes. Kiviat. Kiviat, yeah. I don't know who Kivat was. Kivat, yeah, I'm sure it was. He said Kivat. Yeah, isn't that right? Or we used to call him Kiviat. Well, okay, Kiviat. We'll find out. Someone will criticize. Someone will. Someone, go on, tell us who got it right, please. Anyway, what I was going to say is I remember, I think he passed his test at least a couple of years after he'd been driving a Formula One car. Yeah. And I always thought, imagine being that instructor sitting there next to a Formula One driver, telling them, can you check your mirrors, please? Can you imagine? Or giving them...
47:16But that was Lance Stroll. So when Lance joined Williams, he didn't have his test, but he needed his... I'm not going to remember this story particularly well. But Lawrence's dad had to fly him somewhere because he couldn't get his road test. And at that stage, I think you had to have your driver's license to actually be able to race in Formula One. And he hadn't got it. And you know what the booking system's like in the UK to try and get a driving test. We couldn't get one for him in time. No, you don't. We couldn't get one for him in time. Lawrence had to fly him somewhere to get him to a driving test centre and to be able to get it done.
47:51His Bognor Regis was the one spot. Exactly. Does Verstappen stay with Rad Bull? I don't know. Does he? I mean, all those Toto Wolff boat scenarios. Who knows what goes on. It'd be tough though, wouldn't it? Because obviously you go in as lead driver and you've been building up Russell. You've got to give him a crack now. And can you imagine Max and George in the same team? It wouldn't work, would it? It would be Max and Kimi. Because George wouldn't be a second driver. George is not going to hang around. But that's George's team, isn't it? I think George would be great in a McLaren. Oscar and Lando are brilliant in the McLaren, obviously.
48:29But if there was a seat, I see George as a real McLaren-esque driver. Really? I don't know why. I just do. What do you think of as a McLaren-esque driver? A very cerebral, professional, buttoned up, all rounded, kind of thoughtful, kind of very British, kind of, you know, I don't know. Very British. Very British. He seems like a very nice guy. George. Oh, he's wonderful. Is he? Yeah. Yeah. He is. I just, you know, these, they were young enough to be my kids, these drivers, makes me feel so old. And, you know, there's a maternal instinct, I think, a little bit. You know, George, I just, I don't know if people see George for who he is.
49:17But he is, I miss George. You know, I miss the fact that he's not in my life because he's just one of the most wonderful human beings I genuinely have ever met. And I was very lucky that he was in our team because he was just so considered. He was so professional and he gave it everything. And just, but so down to earth, so normal. and his family they were always around were lovely and he was just a pleasure if you have a team and you can choose between one asset to have in your team Adrian Newey or Max Verstappen who do you have? one's on the track one's off it both great assets here he is assets you see I would always avoid calling people assets Harry you're looking at me like going what's wrong with you?
50:06you know the drill now we're at the end of two years You can't call people assets. I don't know. It's just not. Where's your emotional intelligence? Come on.
50:17They're human beings. They're people. Which human being would you? Do you know, I think I would have to go with Adrian, I'm afraid, because that's where it all starts. That might answer your question about driver, car, and the ratio of performance. As I said, Adrian, Newey is a genius. What an asset. But I guess the point is that, well, I mean, because Gunter was, I think we were talking about, when he was talking about Haas, he was like, stick Max in a Haas. He's like, no, he's not winning. He's not winning. But you stick. Did you ask Gunter this question? So he said Adrian. Well, Gunter said straight up, he said you could put a good driver in Max Verstappen World Championship winning Red Bull.
51:03Yes. And they'd have a better chance of winning the world title than Max would have driving a Haas. Exactly. So there's an element to drive a car, but he's not going to win it driving something that is just incapable. There's an expression in F1 that we use quite regularly. You can't polish a turd. Is that what you're saying, Hassan? No. I said there is an expression in Formula One. That's a great article. Claire Williams on Hassan, you can't polish a turd. No, no, no. You cannot connect the two. And if I see a headline out there, I'm coming for the headline writer. You're coming for us. And I would just like to say Haas has actually done, Io has done a fantastic job at Haas.
51:45He's done brilliant things. Well, great, yeah, obviously, didn't he? It's been really fascinating, the shift, actually. And you've kind of almost got this kind of third gen of team principals now running teams. And it's really shifted towards team principals having engineering technical backgrounds rather than the management business type backgrounds that the second generation I refer to is kind of when I was in the sport with Toto and Christian and Gunter and those kinds of individuals. How many female TPs do we have? None. Oh. Still an icon. Until there's another one that I'm obliterated. How many will we have in five years time?
52:23Well, I left the sport five and a half years ago. And still nothing. No, still nothing. It was a bit that blew up on our last show when we were talking about women driving in Formula One and just you were going into the lack of institutional support. The ecosystem, the development levels, you know, just doesn't facilitate access to female drivers. What's great, though, is that so much change has happened in this space in the past decade. And I think it is changing from behind the scenes in the teams that we don't get to see a lot. But I think still so much work can be done. I was at a brilliant event at the weekend run by Motorsport UK, their Girls on Track event.
53:03And there are so many, and that's about promoting young girls into motorsport. There are so many intelligent, passionate women that want to enter this sport. And that is brilliant to see. and from all aspects or go into all disciplines. It's not just about finding the next female F1 driver. It is about finding the next female aerodynamicist, the next female design office people, the next female apprentices across all disciplines and finding the next F1 TP because that is as much of a role model as having an F1 driver as a female. And it is so important. And there are so many brilliant women working and it's just a case of time transitioning and promoting those women into more senior roles to one day hopefully step up conscious of the time so we had a big finish just because i want this is what i'm going to call your accountability games yikes i don't have to be accountable yeah you do no you do to us yeah yeah no it's very important it's not a big finish it's the predictions oh constructors come on we've got all of this change that's really unfair this year if you're going to ask me like predictions for the season really yeah constructors i was thinking like who could i put a sneaky bet on this year and make a ton of cash because it is one of those years well yeah you you can't discount aston are the odds good they probably would be for it you can't discount red bull ever their technical team is really strong no the odds aren't brilliant i was thinking you know it might be 100 to 1 for aston i mean i think it's about 12.
54:32you put aston i think aston or red bull i think but you know i'm gonna split it i'm gonna put both on Aston or Red Bull or McLaren. No, don't put any bets on. I just ask that people. So I'm going to put on... So constructors, we've got Aston, Red Bull, McLaren, Mercedes. Yeah, exactly. And that is the brilliant thing about this year is that nobody, I don't think anyone can call it. Driver. Again, it's going to be which... It is going to be about who's got the best car. Matt, Landau, Oscar, Lewis. Come on, I'm betting. Feed me. I have to have one. Can I just say who I'd like to see? Yes. well clearly I'd love to see Williams pull it out the bag and out the box but if not then McLaren again I'll take McLaren again Driver Driver Lando had his turn last year which I was thrilled about that was great and has it got to be Oscar Oscar everyone needs a turn oh no no no sorry George I was going to say, surely we have a McLaren win and a George driver.
55:38We'll have a McLaren constructor, George driver. Okay. Yeah. Then what about our surprise package? Aston, would it be a surprise? Well, I suppose from where they were last year. I think you'd have to say it would be. Who are the other? If that's not Williams. Yeah, Williams. Who are in the Haas? Williams. Audi. They're new. No. Well, yeah, they've had so many changes and it's a new program in effect. That was the Shun King, wasn't it? They're new? No. Cash, trap, whatever they're called. You know, I guess who's going to turn up in a way where they have performed far better this year than they did last?
56:17And that's where these regulations are exciting. As you said, we've levelled the playing field. Suddenly, you could see Aston Martin go from really struggling, Alpine really struggling last year to doing something good. Williams, you could have said, were a surprise package last year. Exactly. Getting that best of the rest spot. Who knows this year? that I said that you just do I could not I could not tell you okay I'm going to call it for you tell you Lawrence Stroll I had the pleasure privilege of working with him and seeing what an operator he is and that man whatever he touches turns to gold you know if you know Lawrence's background in business you'll know like how successful he's been with all the brands that he's been associated with in retail, if that's what you call it, retail.
57:05Is that what you call it? And he is building a championship winning machine. If you can see what he's done to his headquarters, he's not messing around bringing Adrian Nui in. He's brought Jenson Button in for a reason. Jenson Button is an ambassador taking the pressure away from the drivers, doing a lot of their marketing commitments. And you've got Fernando Alonso in there who knows how to build a car and a team. you know he's building a he's built a warship and when is that coming out to play this could be this year could be this year that's a great line he's building a warship when's that coming out to play okay finally yeah flops flops flops yeah flops who's gonna have an absolute stinker i think it's gonna be really hard for cadillac and the and yeah audi interesting okay so you just think both new teams coming here and i wouldn't call it a flop you know they it's a building in no one can come into the sport as a new team and expect to shine I mean that's just that would make a mockery of the sport if nothing else but you know I love Valtteri was one of my he was one of my first ever drivers and I as much as George adore Valtteri and I just think he's awesome and Sergio Perez as well I think they're great drivers I think they have done absolutely the right thing by bringing two experienced old hands into the team but I think it's going to be a real struggle for them this year.
58:26But please, can we not call it flop? Okay, I'm sorry. We'll wait. We'll say it. My old friend, Graham, Graham Loudon is TP of that team. And it's really great to have him back in the sport because he is a really good man. Do you think Lewis has a better year? He's already looking out. I'll try. Do you know, you'd be surprised actually because these racing drivers, they actually don't really give a shit about anything else. All they want is to win. And in someone like Lewis, it is almost a, it's like oxygen. My dad used to say that. Formula One's like oxygen, it fixes you. And Lewis, he'll need that.
59:03Formula One is like that. You know, just, I was never at that level. But not being in the sport, it feels bereft, not being in the sport. Lewis isn't just going to go, you know, who cares? I'm worth however much I'm worth. And I'm now with, you know, a kid, a Kardashian and whatever. who cares if I don't do well this year he will be raging he wouldn't be driving it must be genuinely hard when you are a massive global superstar and being in the public like so much to have your head in the game as it was it just must be hard he is quite good at retaining his privacy I mean as much as we all know Lewis and see him out he's actually how much do you actually really see him out he is private and he does Because he has a singular focus, Lewis, for all the outfits or whatever, that's just his personal thing.
59:59But he is blinkered. Yeah. Don't underestimate that. And I think he will always remain so. Final, final one. He's just got that brain. Any returns planned? Any big involvement? I could be the next V-18 principal. Yeah. Wouldn't that be lovely? I'd love to. Would you like to be? Oh, God, yeah. Yeah. That would be amazing. But that's never going to happen. Do you not think? No, I've had my time. I have had my time. So you're enjoying... Yeah, you know... Lots of different things. If life was different and I still, you know, what happened hadn't have happened to our team, I would still be at Williams running it.
1:00:40But if George Kirst called you up at Mercedes and was like, hey, come BTP at Mercedes. What, we're kicking Toto out? Yes, where's Toto going? I don't think that's going to happen. He's gone. yeah you probably take that i would give it a serious consideration clearly yes i would have a think about it a little ponder um but no that's and yeah i i do lovely things these days you know i i get to live a bit more of a normal life that's not dictated you know when i'm having my moments of missing it i sit there and i go yeah but you know i could be james vows right now with that pressure of not having my car out and knowing what he will be going through you know i don't have that and that's a privilege as well.
1:01:23Pressure is a privilege but not having it is also a privilege too. And, you know, I get to spend time at home. I still get to do a few projects here and there which I love. Yeah, and I'm a mum. And I get to come on podcasts like yours. First ever return guest as well. First ever. Yeah, yeah. Thanks. You were, it wasn't a lie, you were our favourite. Yeah. That's so kind of you. Cut that out so that we can still get other guests but, yeah. Yeah, exactly. But seriously, thank you so much for coming. it was so so great to have you back and i love talking about formula one it's the best right a big thank you once again to claire for coming and joining us i don't know if it came across but that just felt so fun to record relaxed informed entertaining i hope claire brings such confidence in her delivery to the chair that makes me even more excited to see how the season is going to pan out with the authority to speak underwritten by operational excellence and experience you really feel like you're getting inside the track, pardon the pun.
1:02:22It was a pleasure to welcome Claire back and I hope you enjoyed the show. Now, if you want to see more from today's show, you can do so by going to YouTube or any of our other social channels across Instagram and TikTok. There are more snippets to share and bite-sized chunks to consume. And whilst you're there, please do like, subscribe and follow the show. As you will hear from your other favourite pods, it makes a huge difference when bringing you the best guests and conversations from the world of sport, which is of course our endless aim. Thank you again for tuning in and we'll see you next week.
1:02:55Picture this, you're a sporting director in a taxi heading to a board meeting. A player becomes unexpectedly available. The window to act is hours, not days. Can you access your later scouting reports, your valuation model, see what your scouts and analysts think, collaborate seamlessly with your staff back at the training facility, all from your phone? If the answer is no, you're negotiating blind while your competitors are making informed decisions fast. Gemini Sports is the mobile first command centre built for exactly this moment. AI-powered squad planning that puts every insight, every report, every critical piece of intelligence in your pocket.
1:03:31Not next week, not tomorrow, not in an hour, right now. In just eight months since launch, clubs across three continents have made Gemini their unfair advantage to win the transfer market. Visit geminisports.ai and see what your competitors are already using. Because the market moves at the speed of WhatsApp and your tools should too. Social media has become one of the most important marketing channels in sport. It demands more content across more formats at a faster pace without sacrificing brand standards or sponsor value. That's why over 90 % of professional sports teams in the US use Slate.
1:04:08Slate is the complete creation platform built specifically for social media teams and sport. Founded by former NFL social and video leaders, Slate was built to solve the exact problems teams face on game day and every day in between. It gives teams one place to create, collaborate and publish content across the entire week with brand standards and sponsor elements built directly into the workflow. Slate replaces fragmented tools with a system built for modern sports organizations. When content moves faster, engagement goes up and sponsorship opportunities follow. Slate helps sports teams create more content faster without the chaos.
1:04:45Seamless access to the ultimate premium hospitality experiences at the biggest sports and entertainment events. That is what Seat Unique is all about. Now, I'm really delighted to partner with them. I've known the business for a long time. The founders are incredible. The growth of the offering has been insane. The experiences they create are unmatched. Seat Unique brings all your favourite events into one place, with access to top-tier Premier League clashes, major finals, the world's biggest artists and the most iconic venues. If you're worried about fake tickets or scams, as I think most of us are, every ticket on Seat Unique is 100 % official and guaranteed, so customers can book with total confidence.
1:05:23And it doesn't matter if you miss out on general sale. Seat Unique gives fans secure access to events that are already sold out, so missing the drop doesn't mean missing the event. They know the concern around hidden fees and unclear pricing. What you see is what you pay. No nasty surprises at checkout. Discover your next premium experience by following the link in the description to seatunique.com.
From the publisher
It’s a return to the chair for one of our greatest guests, and what a time to do it. When Claire Williams came to see you in 2024 she delivered an account of Williams and the recent sale that few had heard. Today, we look forward. As the new season approaches, teams have had to deal with some of the biggest regulatory changes in the sport’s history. Are we about to see F1 flipped on its head?
Without the pressure of having to be across every detail expected when Team Principal, Claire can take a breath and look at the sport from a different lens. Today, we, and hopefully you, are the benefiters of that. From how to prepare a car from scratch to why she thinks George Russell would be great in a McLaren (incredibly juicy we know), the educated eye once again casts a view of what could be the most dramatic F1 season on record. We’re delighted to welcome Claire to the Business of Sport.
On today's show we discuss:
Regulation Changes, Cost Caps and Competitive Balance:
How sweeping technical regulation changes can reset the grid overnight.
Why interpretation of rules and strength of engineering teams matter more than budget alone.
How the cost cap has fundamentally changed the survival prospects of smaller teams.
Drivers, Risk and the Harsh Reality of Performance:
Why being a second driver at certain teams can be the hardest job in the sport.
Making brutal decisions on drivers and why timing matters more than patience.
How pressure, risk and scrutiny have intensified in the modern F1 era.
Growth, New Teams and Protecting the Sport:
Why Formula One is cautious about expansion despite having the money to support more teams.
The balance between growth, dilution and protecting long term value.
What adding new teams really means for competitive integrity.
Stepping Away and Looking Back:
Why leaving Williams was not a choice and how perspective changes with time.
Missing the sport while recognising the toll it takes on life outside racing.
Why Formula One will always be part of who she is, even from the outside.
A huge thank you to our amazing partners on the show:
Gemini Sports
We empower the most confident sports organisations on Earth https://geminisports.ai/
Slate
The complete content creation platform for social teams https://slateteams.com/
Seat Unique
Discover your next premium experience https://wgl.io/s10it7




