Christian Horner suggests a significant transformation in the way fans experience F1.
Former Red Bull Racing CEO and team principal Christian Horner suggested that Formula 1 should allow fans to virtually experience sitting on their favorite team's pit wall and witness how strategic decisions are made.
For the first time in his career, Horner has been watching grands prix as a fan for the last 15 months after departing Red Bull in July 2025.
During his address at the Autosport Business Exchange in New York on Wednesday, the British executive expressed his surprise at the disparity between the knowledge on the pit wall and what television audiences are shown.
- Autosport Business Exchange returned to New York City for its second edition, uniting senior figures from across motorsport, business, and brand sectors at the Manhattan Motorcars showroom to discuss the expansion of racing in America
- Christian Horner made his first appearance in the U.S. at the event since leaving Oracle Red Bull Racing
- Other panelists included seven-time NASCAR Cup Series champion Jimmie Johnson, former Formula 1 chairman and CEO Chase Carey, General Motors’ Mark Reuss, Penske’s Jonathan Gibson, and NASCAR’s Tim Clark
"For me, it was also a fresh perspective. As a fan and spectator, I was suddenly watching races with commentators I hadn't listened to in 25 years and experiencing… Transitioning from the cocoon of the pit wall with all that information and strategy to simply having the screen with commentators explaining the events and various graphics," he explained.
"It felt like there is so much more they could reveal. Teams resist this because they don’t want to disclose their intellectual property and competitive edge. However, considering how viewers consume content now and their desire for data and insights, transitioning from my experience on the pit wall to being a viewer showcases just how much more is available regarding competitor insights, strategy, and communication about how races unfold.
Red Bull Racing team members on the pit wall
"Clearly, that’s happening on the pit wall and beyond. I genuinely believe that this is an area that could be further developed to enhance the viewer experience."
When inquired about how this could be achieved for fans, Horner responded: "Perhaps introduce interactivity. Why not allow fans to virtually sit on the pit wall of their favorite team and grasp how they arrive at their decisions and the discussions taking place?
"Initially, I would have opposed this as a team because you don’t want to share that information. But ultimately, sports are about entertainment, and with the intense competition today, Formula 1 has positioned itself remarkably well, especially with the Netflix series attracting a whole new generation of fans.
"It must continue to evolve. It cannot remain stagnant, and it is in such a fantastic position. It can't afford to stay still, which I'm confident it won't, but there needs to be ongoing evolution."
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