Mercedes boss Zetsche urges Ecclestone to hand over F1 marketing
Dieter Zetsche has called for Formula One marketing to move away from Bernie Ecclestone’s personal control after poor attendance at the 2014 German Grand Prix.
Dieter Zetsche, chairman of Daimler and head of Mercedes-Benz, publicly criticised Bernie Ecclestone’s grip on Formula One marketing following the sparse crowds at the 2014 German Grand Prix. Despite Mercedes’ dominance and a German championship leader, Hockenheim’s grandstands were notably empty, prompting Zetsche to question the sport’s promotional approach.
Zetsche told the Frankfurter Allgemeine Zeitung that Formula One’s marketing should be run by a professional with expertise in new media, rather than left under the singular control of Ecclestone. He argued that the sport is missing out on substantial digital potential and needs a more modern approach to audience engagement. Zetsche drew a direct comparison with Daimler’s own management structure, where responsibilities are distributed rather than concentrated in one individual.
Poor attendance highlights marketing failings
Attendance at Hockenheim in July 2014 fell well short of expectations, a stark contrast to the packed stands during the Schumacher era. This was despite Mercedes’ clear performance advantage, Nico Rosberg leading the championship, and a strong German presence on the grid. Zetsche’s comments reflect concern that Formula One is not capitalising on its current strengths in its home market.
Zetsche’s criticism was not limited to marketing. He also highlighted what he sees as an unfair distribution of Formula One’s commercial revenues. According to the German newspaper, Ferrari and Red Bull receive far larger payments than Mercedes, with figures quoted at $100 million and $70 million respectively, compared to Mercedes’ $12 million. Zetsche said this imbalance raises questions about the long-term value of Mercedes’ participation in the sport, even as the team’s on-track performance helps offset the financial disparity.
Calls for change in Formula One management
Zetsche’s remarks underline a growing unease among major manufacturers about the way Formula One is run. His suggestion that a new, digitally savvy professional should handle marketing reflects broader industry trends, with manufacturers increasingly focused on global brand visibility and audience engagement through digital platforms. The comments also echo wider calls for reform in how Formula One is governed and how revenues are shared among teams.
At the time, Ecclestone maintained control over both the commercial rights and the marketing of Formula One. Zetsche’s intervention added to mounting pressure for the sport to modernise its structure, particularly as manufacturers like Mercedes weigh the commercial value of their investment against the returns provided by the sport’s existing model.
