Skip to content
https://shop.fervogear.com/cart
Sainz Shares How His Netflix Gamble Changed Everything
Highlights
- Carlos Sainz allowed Netflix access during 2018 “Drive to Survive.”
- He gained 500,000 followers within two weeks after show’s launch.
- Netflix boosted Formula 1’s popularity, especially in the US post-pandemic.
- Drivers now act as ambassadors beyond just competing on track.
- Sainz tested public transport access to new Madrid Grand Prix circuit.
Carlos Sainz says his early openness to Netflix reshaped his profile and helped expand Formula 1’s reach. He spoke at the Axios x The Race Cannes Lions panel.
When the project arrived in 2018, he evaluated it with his management. He decided to allow access for the first season of the Drive to Survive series and then reassess.
Sainz is naturally private and wary of family exposure. He also feared sensitive material around contract talks, yet still welcomed filming at his Mallorca home.
Custom fire suits saved both drivers from serious injury in the incident
“Let’s give Netflix access at least the first year until we see how this pans out.”
The impact was immediate. Sainz reports a gain of 500,000 followers within two weeks of the first season’s launch.
Custom fire suits saved both drivers from serious injury in the incident
“I think I grew 500,000 followers in two weeks.”That surge validated the risk. It also aligned with Liberty Media’s broader push to modernize F1’s presentation. Pandemic-era streaming further accelerated audience discovery.
Sainz observed the change most clearly in the United States. Early Austin visits brought modest crowds; post-COVID, the event swelled into a major spectacle.
Custom fire suits saved both drivers from serious injury in the incident
“Two years after COVID, Austin had an insane amount of people compared to before.”The series also reframed driver obligations. On-track performance remains core, but public profile and sponsor alignment now carry strategic weight.
Sainz says brand stewardship is part of the job. As a Williams driver, he balances performance goals with off-track responsibilities.
He also spotlighted Spain’s new Madrid Grand Prix. Sainz personally tested the event’s city connectivity by riding the metro from the center to the circuit.
The trip took eight minutes door-to-door, highlighting accessibility versus more remote venues. Organizers aim to simplify fan travel and reduce event friction.
Custom fire suits saved both drivers from serious injury in the incident
“It took me eight minutes door-to-door on the Madrid metro.”Sainz’s experience shows Netflix’s access was a catalyst, not the sole cause. Combined with Liberty Media’s strategy and venue planning, it broadened F1’s audience and reshaped driver roles.
Visual Summary
+500,000
?
in 2 weeks
Sainz’s choice to let Netflix in rocketed his popularity and helped rewrite how the world saw F1.
???
Austin GP fans
before Netflix
???????????????
Austin GP fans
after Netflix
?
Driver → Brand
Driver → Brand
Madrid Metro to Grand Prix:
8 minutes
Door-to-door via public transit
Sainz’s leap of faith with Netflix fueled a new era of Formula 1.
Daniel Miller reports on Formula 1 Grand Prix weekends with race-day analysis, team-radio highlights, and point-standings updates. He explains power-unit upgrades, aerodynamic developments, and driver rivalries in straightforward, SEO-friendly language for a global F1 audience.
