Is British media bias a problem, and how should it be addressed? Let’s examine the current situation in depth.
After a sensational drive from 17th to win on a rain-soaked track in Brazil, Max Verstappen turned his sights to the British media, many notably absent from the post-race press conference: “I have a quick question. I mean, I appreciate all of you being here, but I don’t see any British press. Do they have to run to the airport, or they don’t know where the press conference is?”
Of course, the F1 news cycle has long since moved on, but the Dutchman’s comments raised an issue that warrants further discussion: how to appeal to a global audience and ensure F1 coverage supports that goal.
Drivers’ Complaints
The current World Champion is not alone in his claims of British media bias. Ex F1 racer Juan Pablo Montoya agreed with Verstappen’s opinion: “I get angry when I watch F1 because they are so biased towards British drivers,” he said to GPblog. “I was amused when Max said he was born with the wrong passport. Imagine how it is to be Colombian.”
Fernando Alonso, also a two-time World Champion, has shared similar views. In 2021, he expressed some frustrations to Motorpsort.com: “I have the impression always that when things become a little bit spicy or tense in the title fight…this sport is a British environment.” Alonso famously has a long-standing rivalry with British hero Lewis Hamilton.
The UK Connection
Of course, Formula 1 owes much to its British fanbase, which was tuning in long before Liberty Media and Netflix got involved. For better or worse, six of the ten teams are also headquartered in the UK, so it’s fair to say that it remains one of the sport’s most important homelands.
However, f1’s growth in other markets is also undeniable. The 2024 Miami Sprint, for example, drew nearly 1 million viewers on ESPN, a new record for the U.S. According to F1, its American audience grew by 3% last year, and strong numbers were also reported from Canada, Australia, China, and the Middle East. Simply put, fans outside the UK account for an increasing percentage of the sport’s viewership.
F1 Media Coverage: British Bias?
While many countries have local contributors, most F1 coverage comes from Sky UK & Ireland, which holds exclusive rights to the series until 2029. A glance at the Sky F1 lineup reveals that almost all members come from the UK, with occasional appearances from Danica Patrick, Nico Rosberg, and Karun Chandhok.
It’s not just the composition of the team that has drawn criticism, but the way they report on drivers of British and non-British origin. Damon Hill attracted strong fan objections when he likened Max Verstappen to cartoon villain Dick Dastardly. That criticism left Hill “very unhappy,” according to fellow ex-pundit Johnny Herbert. Although their reasons are unclear, Hill and Herbert left the Sky F1 team in 2024 and 2022, respectively.
More recently, well-known F1 journalist Will Buxton empathised with Verstappen’s position, telling Dutch publication F1Maximaal.nl: “I understand exactly where Max is coming from. The British press loves to create villains because that’s what sells their newspapers.” However, Buxton also believes some comments are blown out of proportion. “It’s very easy to hear what you want to hear and only see one side,” he added. “Social media can be very black and white – you’re either with me or against me. There’s no middle ground.”
It’s All About The Fans
For anyone who follows F1 on social media, including YouTube, complaints of British media bias are all-too-common. Whether the criticism is overly sensitive or entirely justified, the current coverage of F1 isn’t helping matters.
Some efforts have been made to diversify the Sky F1 team, including Danica Patrick and Nico Rosberg, but this could and should go a lot further. Coverage that appears to support one nationality over others can only make non-British fans feel unwelcome, and they can tune out just as quickly as they tuned in. That doesn’t help the sport we all love.
When all is said and done, fans are paying their hard-earned money to watch Formula 1, and it’s that money, along with the associated advertising revenue, drives the massive F1 machine. If Liberty Media wants to continue the exceptional growth trajectory, it must promote F1 as a global sport, including how it’s covered.
With over 4 years of journalistic experience and 20+ years of passion for all things Formula 1, Peter Molloy is an up-and-coming F1 writer who aims to share interesting insights, news, and opinions with a growing global audience.