Hamilton is the big draw for a London spin on F1 show

Prior to the Drive to Survive era that triggered the sport’s unprecedented boom, one of Liberty Media’s first ventures as Formula One’s bright-eyed American owners came in the summer of 2017.

- KIERAN JACKSON

The next best thing beyond the unrealistic concept of a London Grand Prix, the capital opened itself up to F1 Live London, depicted as a “world-first” event to “celebrate a new era.”

Taking place a few days before the British Grand Prix, on a gorgeous Wednesday night in the heart of July, Trafalgar Square became a one-day hub of high-energy, fast-moving activity. From Sebastian Vettel executing doughnuts in his Ferrari car to Little Mix performing on stage, it was the first step on Liberty’s unrelenting journey towards a younger, more diverse audience. The results – in eyeballs and wealth – are plain for all to see today.

With 100,000 people attending, it was a rip-roaring success. There was just one problem: Lewis Hamilton did not turn up.

The Mercedes driver, in the midst of what would turn out to be his fourth title-winning season, opted instead for a two-day holiday in Greece. For a figure who has in the years since transcended his sport and remains the sport’s most popular star, it was a peculiar decision. Inevitably, Hamilton would justify his decision by his result at Silverstone, where he achieved a rare “grand slam” feat: pole position, leading every lap of the race, setting the fastest lap and winning the grand prix. But nevertheless, it is safe to say Hamilton won’t make the same choice next February when, ahead of his move to the sport’s most fabled brand, F1 returns to London once again.