Why Steiner exit could spell disaster for F1

Guenther Steiner's shock split from Haas has led to an outpouringof support from fans across social media in recent days. The formerTeam Principal has gathered a cult following since the first seasonof Netflix docuseries Drive to Survive aired, with Steiner becomingone of the faces of the series because of his outspokenpersonality. The decision from Haas owner Gene, whilst potentiallyprofiting his own organisation, could spell a disaster for F1 in atime it is desperately trying to retain its growing fanbase in themidst of domination by Red Bull and Max Verstappen. The cult heroNetflix has proven to be a revelation not just for F1, but forsport in general. Drive to Survive sparked the trend offly-on-the-wall documentaries being used to promote race series,with the PGA Tour Golf, Six Nations Rugby and ATP Tennis allfollowing suit. But paramount to the success of the series has beenthe personalities involved and producers would have celebrated withjoy when Daniel Ricciardo was reinstated to a seat on the grid withAlphaTauri last term - after all, the Australian and Steiner arethe two main protagonists, along with Christian Horner. Steiner'sdeparture will spark concerns for F1 and Netflix as he was the culthero. Ever since he made his 'we look like a bunch of w******s'quip in Australia during season one of DTS, fans latched onto hisinfectious personality. His interactions with his drivers have gonedown infamously and allowed a new generation of F1 fans to fall inlove with a specific aspect of the sport, broadening gateways toincrease viewership. Why is this bad? So why would F1 be worried?The reaction across social media since the announcement thatSteiner had departed has been highly negative. It gives a new breedof viewer a reason to turn off from the sport, if their favouritepersonality is no longer available to view. During a time whenthere is a dispute over whether audience numbers are continuing togrow or not as Red Bull cleans up the competition, this is nothingshort of a nightmare for F1. Steiner's popularity was such that hewas guest commentating on NASCAR races - creating access fornon-traditional American F1 fans - he has released a best-sellingbook based on the 2022 F1 season and he was appearing on Americantalk shows. All of that access that F1 had, particularly stateside,has been lost. Simultaneously, there is back-and-forth over theadmittance of Andretti Cadillac Racing to the grid. With threeUnited States-based races, Liberty Media will be desperate forAmerican relations to be as strong as possible, yet all the signs -at least publically - suggest this is under threat and Steiner'sexit will only worsen the mood. It may be prudent for F1's bossesto find a way to crowbar Steiner back into the sport. How thatcould play out, however, remains to be seen.