What if Max Verstappen did more than shine in F1? His influence now extends far beyond Grand Prix races… even revitalizing the stands in Germany.
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Since Michael Schumacher’s first retirement in 2006, motorsport has gradually lost its appeal in Germany. The disappearance of the Grand Prix from the F1 calendar after 2019, despite a hiatus in 2020 at the Nürburgring, accentuated this disinterest.
At the same time, the ever-increasing cost of motorsport, especially at the grassroots level, has hindered the arrival of new talent. The result: fewer young people, less public… and a discipline losing momentum in this historically important market.
The direct impact of Verstappen
“Motorsport is not really cheap. In Michael Schumacher’s time, there was a huge influx of young drivers. Today, it’s different,” explains Thomas Voss, head of DTM.
“But Verstappen has opened many people’s eyes to the entire GT universe, and therefore also to DTM. People realize that there is something other than Formula 1, with interesting races and cars close to production models”
By getting involved in GT3 programs alongside F1, Verstappen has provided unexpected visibility to disciplines often eclipsed. This is valuable exposure, especially for championships like DTM, which directly benefit from this ripple effect.
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A “megastar” effect that benefits the entire sport
“It was extremely important for a driver like him to make this choice, also for DTM. For all GT sport, it’s beneficial for people to wake up and understand that there are other categories outside of Formula 1. It’s a giant step for motorsport as a whole. Such media exposure, brought by a megastar, is beneficial for everyone,” adds the executive.
The phenomenon is simple: by attracting fans to other categories, Verstappen helps diversify public interest. And in a context where attending a Grand Prix is becoming increasingly expensive, these alternatives are appealing.
An influence that goes beyond F1
This renewed interest demonstrates one essential thing: the impact of a driver like Verstappen is not limited to his on-track performance. He also shapes motorsport trends, inspires new audiences, and restores visibility to sometimes forgotten championships.
At a time when F1 seeks to preserve its DNA while evolving, this parallel dynamic could play a key role in the overall balance of motorsport. And Verstappen, whether intentionally or not, is now one of its main drivers.
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