Haas boss reveals Netflix ‘burden’

Haas team principal Guenther Steiner has shot to stardom following Netflix's F1-themed docuseries 'Drive to Survive'.

Formula 1’s popularity is currently booming across the world, with its audience in North America having increased substantially in particular, largely thanks to the hit Netflix docuseries ‘Drive to Survive’.

The F1-themed series is a regular watch at the start of each year, with Netflix usually launching a new series just before the start of the next Formula 1 season.

With the 2023 season starting much earlier than usual, fans can potentially expect to find the next season of the show on the streaming service earlier than usual, should the trend continue.

Haas boss Guenther Steiner will likely play a huge part once again in the next instalment of the docuseries, with the Italian having become somewhat of a ‘Rockstar’ since the show began.

READ: Daniel Ricciardo reveals ‘big weakness’ compared to Lando Norris

Steiner has become so popular that the team started selling merchandise in honour of the team principal, with the Italian suddenly realising that a “lot of people” know him, something which can be a “burden as well”.

“I did my job, people liked what I do,” he told The Mirror.

“Liberty Media and Netflix got the best out of it and, all of a sudden, a lot of people know you! But it’s not something that I planned years ago, thinking ‘I need to be this, that, and the other’.

“It just happened, and sometimes it is quite a burden as well. Everybody watches you, a lot of people know you.”

Article continues below

The sport has grown exponentially thanks to the show, with the younger generation in particular becoming more interested in the championship.

Whilst the series demands have increased since the first season of it was filmed, Steiner remains keen to be involved.

“In general, for Formula 1 it’s good,” Steiner said.

“If a younger generation of people are interested in Formula 1, that secures our future. And it’s not only me – a lot of other people were in it as well. It’s just the modern times of Formula 1, it’s what people want to see.

“We gave them what they wanted to see and, all of a sudden, you’re in the middle of it. It’s a bit more tiring now than it was three or four years ago, but you just plan for it and live with it. I have to do more interviews now. But you can ask everybody in the team, nothing changes.”

It shouldn’t come as much of a shock that Steiner has become so popular amongst the F1 community, with the Haas boss not being one to hide his emotions.

Steiner seemingly doesn’t filter anything he says or does, with the Haas boss admitting himself that he is simply “myself” on the series.

READ: Ferrari won’t ‘come out of’ Mattia Binotto’s sacking ‘badly’

“I think it’s because I don’t change – they filmed me doing my job, I didn’t act or play anything and that is the reason why I don’t watch it. I don’t want to change,” he explained.

“I don’t think I would be happy with how I see myself or how I act, so the best is not to look and then we stay who we are and we do the same job. If people like it, fine. If they don’t like it, fine with me as well, I’m not getting upset about it.

“I think people like it because it is genuine, there is no playing an act. I don’t have any social media channels at all myself, thank god – that could be damaging!”