Premier1 Grand Prix burst upon the scene in 2001
with aspirations of becoming a major force in open-wheel motor sports.
Premier1’s mission statement says that it “aims to become the most exciting
motor racing series worldwide, offering start-to-finish excitement that
combines the values and passion of the two biggest world sports: football (soccer)
and motor racing.”
While the website for Premier1 (www.premier1grandprix.com)
gushes with optimism, the reality is that things apparently haven’t gone as
well as planned. This article discusses the status of the series. As will be
explained, several key factors have not been finalized yet, so one has to
wonder whether this series will be launched in 2003 as planned.
Background and Concept
Club soccer and motor sports have the largest global television viewing
audiences. Brand building possibilities for soccer clubs and corporate
sponsors are huge. Premier1 Grand Prix claims that market research
demonstrates that there is a strong crossover between soccer and motor
racing fans. The research shows that over 40% of soccer season-ticket
holders in every country have a keen interest in motor sport.
The Premier1
Grand Prix organization believes that this level of interest offers a
substantial new fan base from the start when the supporters' favorite teams
hit the race circuits. Premier1 Grand Prix believes that by combining the
values and passion of soccer and motor racing in its competition and
entertainment concept, this entertainment venue offers a commercial partner
the largest homogeneous target audience on an international basis.
Premier1 believes that the synergies that motor racing and club soccer offer
make sense for all parties involved as it provides considerable space for
both sports to grow and to expand their marketing potential into a new and
exciting environment. Premier1 will offer the fans a special entertainment
experience and the potential commercial partners (be they media companies,
corporate sponsors and licensing corporations) a unique and powerful
marketing and communications platform that will originate the funding for
the racing series.
The idea of involving great soccer clubs in a wide-reaching motor sport
arena came from the mind of entrepreneur and property millionaire, Colin
Sullivan, a British-based businessman and founding President of the series.
He pulled together a team of experts in the early part of the new millennium
in an attempt to turn his idea into reality.
Television Coverage
Premier1 plans on televising the series with free-to-air coverage to the
broadest possible audience. Premier1 has a highly ambitious objective of
reaching a cumulative television audience of 1 billion viewers for its
races in 2003.
Using the new Premier1 Grand Prix as a platform for corporate communications
and integrated marketing activities, Premier1 plans on offering commercial
partners a variety of different opportunities to become involved with the
series and promote their products/services.
Format
Premier1 analyzed the positives and negatives of current motor sport
formats. It was decided that the new series will become a more fan-friendly
occasion with more accessibility to drivers, technicians and teams.
(Editor’s note: This is nothing new. We CART fans have enjoyed this
opportunity for years!!) The focus of a Premier1 race weekend will be the
enjoyment of the fans, both for the on-site spectators as well as for those
watching at home on television. Various off-track activities are planned to
be part of the race weekend as well for those fans who attend the races.
Cars and engines will be identical. As a result, Premier1 Grand Prix racing
will be much tighter, with less emphasis on research and development dollars
and more on the skills of the driver and team, as compared to Formula 1. The
one-class format also allows cutting edge technology to be introduced to all
teams at the start of each new season, keeping Premier1 at the forefront of
performance, handling, and safety.
The event day races will be held on Sunday and will include two 100-mile or
one-hour races separated by a 30-minute break. Qualifying sessions will take
place on the day before and will determine the grid positions for the 24
cars for the first race on Sunday.
In late 2001, Premier1 Grand Prix announced that instead of starting its
racing season in 2002, the season would be postponed until 2003. It was
thought that the rearranged schedule would give Reynard Motorsport more
valuable time to develop the 320+kmh (200 mph) single-seater racer being
built exclusively for the Premier1 Grand Prix championship. Technical
specifications are currently being finalized.
After this brief introduction to the series,
it’s now time for a reality check.
Teams
The Plan
Premier1 Grand Prix claims that more than 30 major soccer clubs have signed
letters of intent with it. Contracts are currently being drawn up with up to
24 clubs that are eligible to be part of the starting grid. Premier1 has
representation from all major European leagues and some major other leagues.
The teams to run the cars will be chosen from a selection of top motor sport
outfits in each country.
The Reality
Of the 24 clubs that are eligible to participate in the Premier1 Grand Prix
racing series, only 5 clubs have signed up; the most recent one was 3 months
ago:
• Chelsea Football Club (based in London, England) announced its
participation on May 15, 2002.
• Anderlecht (a club based in Brussels, Belgium) and Feyenoord (a club based
in Rotterdam, The Netherlands) announced its participation on November 15,
2001.
• Leeds United (a club based in Leeds, West Yorkshire, England) announced
its participation on September 27, 2001.
• Benfica (a club based in Lisbon, Portugal) announced its participation on
August 19, 2001.
Part of the headline for the Chelsea news release said, “English football
clubs vie for final grid position.” However, 19 of the 24 club spots still
remain.
Also, of the 5 teams that have announced their participation with the series
so far, only Leeds United and Benfica have had official launches of their
cars.
Drivers
The Plan
Many drivers have already expressed an interest in competing in the series.
Driver decisions will be made between the racing teams, the soccer clubs and
Premier1. To add to the series' competitive edge, it is expected that each
club will have a driver of the same nationality to increase the fans’ desire
to follow their national hero.
The Reality
No drivers have been announced. When the Chelsea Football Club announced its
participation in May, it included a quote from Johnny Herbert who said,
“I've been a Chelsea fan all my life and it's no secret that I would love to
be considered for the drive." During this late time in the racing year,
however, many drivers are opting for other series and/or teams for next
year. It’s rumored that Herbert, for example, may soon be announced as a
driver for a CART team.
Chassis
The Plan
Reynard Motorsport will manufacture a total of 50 Premier1 chassis for the
series. (Testing was to begin in April 2002.) The design of the car will
result in performance close to a Formula1 car. The Premier1 car will have
the advantage of ground effect aerodynamics. Launch control, traction
control, and ABS will not be featured, but the cars will have the latest
electronic gear shift technology and comply with the stringent FIA safety
regulations.
The Reality
As is well know in racing circles, Reynard recently went into receivership
(bankruptcy). Unfortunately, Premier1 has not announced a replacement
chassis for the Reynard, and it does not appear that Reynard will re-surface
anytime soon.
Engine
The Plan
Judd was rumored to be the engine supplier.
The Reality
No announcement has been made about an engine supplier.
Tires
The Plan
The cars will use slick racing tires like those used in CART.
The Reality
No tire manufacturer has been announced.
Car
The Plan
The car will have a 6-speed pneumatic semi-automatic paddle operated
sequential gearbox combined with a proven 4-litre V10 engine, giving in
excess of 750 brake horsepower and a broad power band to enhance drivability
and the opportunity for overtaking.
The Carbon/Kevlar chassis will be built to exceed Formula 1 crash test and
safety standards, and it will have some unique extra safety features. The
shape will be partly determined by Formula 1 standard design using the
latest in Finite Element Analysis but will allow greater underbody
aerodynamics to allow close racing and 'towing'.
The total weight of the car and driver will be approximately 650kgs (1433
pounds). Speeds will be similar to Formula 1. The wheels will have tethers
as tested in both Formula 1 and Champcars. The nose section will be
subjected to a 'double' impact crash test and will have a collapsible
steering column.
Suspension will be pushrod-activated rockers acting on coil spring and
adjustable dampers with variable rate anti-roll bars. Uprights will be
fabricated steel assemblies with 4-wheel vented brake discs and 4-piston
calipers.
The cars will feature a bespoke data logging system designed specifically
for Premier1, including a sophisticated steering wheel display and
electronics system.
Premier1 Grand Prix cars will have a similar look and feel to Formula 1. All
the teams will have identical cars and engines, so the emphasis of the
series will be not on who can spend the most money developing the better
technology, but on racing driver's skills, teamwork and getting the most out
of the overall racing package.
The cars will be using state-of-the-art engine and chassis technology, but
will not use traction control, anti-lock brakes, or launch control.
The Reality
Without manufacturers for the chassis, engine, and tires, it’s hard to build
a car.
Circuits and Race Schedule
The Plan
Premier1 is in negotiations with a number of first class race circuits to
finalize the dates, venues and commercial arrangements for the 15 Premier1
events for its inaugural season next year (March). The race calendar will be
coordinated with other important race series and sporting events, especially
Formula 1, so that date clashes can be avoided. Races will be held in
Europe, Latin America, and possibly Asia.
The Reality
No circuits have been identified, and no race schedule has been announced
for next year’s inaugural race season that is supposed to start in seven
months. Without a car, circuits, and race schedule, it’s hard to launch a
new racing series.
News Releases The Plan
The website states that there will be a frenetic program of activity during
2001 and 2002. This implies numerous news releases.
The Reality
Since November 21, 2001, there have only been 5 news releases posted on the
Premier1 website. The most recent one was issued on May 15, 2002 concerning
the Chelsea Football Club joining the series.
With a major new motor sports series about to be launched, one would think
that there would be many more news releases and that the pace of news
releases would be accelerating.
Summary
While the Premier1 Grand Prix website contains all the right ingredients to
jump-start a major new motorsports series and paints a potentially rosy
picture, from my perspective, the series is facing some serious obstacles.
Momentum has slowed down greatly. Racing in 2003 seems highly doubtful; any
plan beyond 2003 is pure speculation.
(Editor’s Note: Contents of the website at
www.premier1grandprix.com
were used extensively for this article.)
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