Supercars backer aiming for Formula 1

Outspoken Supercars backer Peter Adderton says he wants to take his Boost Mobile brand all the way to Formula 1.

According to the Boost founder, spending money in Formula 1 would mark a "crowning moment" in his decades of investment in motorsport around the globe.

However his bold plan of a Red Bull-inspired F1 programme hinges on Boost spreading its wings into the European and Asian markets, something he says the telco is planning to do in the near future.

“I do have a dream to see the Boost brand on an F1 car one day,” Adderton revealed in an interview with Greg Murphy for Repco's The Garage New Zealand.

"That would be the crowning moment for me. To see what Red Bull has done [in Formula 1]... we’ll keep driving towards that. That’s the pinnacle of what we want to do.

"We hope to launch Boost throughout Europe and some of those other markets, and Asia, which would then open that opportunity up to us.

"Formula 1 is big in Australia and America but you cannot justify doing it unless you’ve got a global brand in Europe as well."

Adderton's outspoken nature has helped him gain notoriety with Supercars fans in recent years, particularly through his no holds barred social media presence.

However he is by no means a newcomer to motorsport, having been heavily involved in the formation of the Australian Super Touring Championship in the mid-1990s.

Over the years he's spent money in a range of different disciplines, including NASCAR, IndyCar, MotoGP, Motocross and Supercars.

He also led a recent bid to purchase Supercars from Archer Capital, which made the final two before missing out to a TLA/ARG joint venture.

His current spend in Supercars includes primary backing for Brodie Kostecki's Erebus Holden and James Courtney's Tickford Ford, as well as the sensational wildcard entry that Greg Murphy and Richie Stanaway will race at the Bathurst 1000 in December.

Boost had also signed up to be the naming rights sponsor of the Gold Coast 500 before that event was cancelled due to the pandemic.

As for the future of his Supercars spend, including the two regular Boost-backed entries in the field, Adderton says it will depend on what the new owners offer sponsors.

“What we’re doing at Boost is we’re going to sit back and we’re going to wait for the new owners to come and present to us," he said.

“Is it 12 rounds, is it 14 rounds? Where’s the calendar going to go? What are you going to do on the digital side?

“What I want to see is what the new owners are going to do, and I give them the benefit of the doubt.

“If they can present to us a plan that excites us then obviously Boost will be there.

“But if we look at it and go hang on this is not going to work, then you have to sit back and take a more wait and see approach."

Adderton stressed that his current reluctance to commit funding to the category isn't sour grapes over the sale outcome, and that he would have expected other sponsors to do the same had his bid been successful.

“If I bought it, I’d expect everybody to say, ‘okay Adderton, what are you going to do with it?' before [they] invest millions of dollars into your ideas.”

shares
comments
Reynolds backs rookie for Supercars promotion
Previous article

Reynolds backs rookie for Supercars promotion

Next article

Adderton owns up to Stanaway/GRM "mistake"

Adderton owns up to Stanaway/GRM "mistake"
Load comments
The line Verstappen finally crossed in F1's first Jeddah race Prime

The line Verstappen finally crossed in F1's first Jeddah race

OPINION: Max Verstappen has made the 2021 Formula 1 championship. He’s taken the fight to the all-conquering Mercedes squad and its dominant champion, produced driving displays few can match. But he’s been on a controversial course too, and finally crossed a particular line in Jeddah

Saudi Arabian Grand Prix Driver Ratings Prime

Saudi Arabian Grand Prix Driver Ratings

An ill-tempered Saudi Grand Prix made Formula 1 more soap opera than sporting spectacle at times, but there were some strong performances up and down the field on the world championship's first visit to Jeddah

Formula 1
Dec 6, 2021
How the Jeddah F1 race became a one-sitting Netflix drama series Prime

How the Jeddah F1 race became a one-sitting Netflix drama series

The inaugural Saudi Arabian Grand Prix was a race packed full of incident as Formula 1 2021's title contenders repeatedly clashed on track. Lewis Hamilton won out over Max Verstappen to level the scores heading into next weekend's Abu Dhabi finale, as Jeddah turned F1 into a drama series

Formula 1
Dec 6, 2021
The impressive attitude that earned Albon his second F1 chance Prime

The impressive attitude that earned Albon his second F1 chance

Dropped by Red Bull last season, Alexander Albon has fought back into a Formula 1 seat with Williams. ALEX KALINAUCKAS explains what Albon has done to earn the place soon to be vacated by the highly rated George Russell

Formula 1
Dec 5, 2021
The factors that could negate Red Bull's practice gap to Mercedes Prime

The factors that could negate Red Bull's practice gap to Mercedes

Mercedes led the way in practice for Formula 1’s first race in Jeddah, where Red Bull was off the pace on both single-lap and long runs. But, if Max Verstappen can reverse the results on Saturday, factors familiar in motorsport’s main electric single-seater category could be decisive in another close battle with Lewis Hamilton...

Formula 1
Dec 4, 2021
Why Norris doesn’t expect Mr Nice Guy praise for much longer Prime

Why Norris doesn’t expect Mr Nice Guy praise for much longer

Earning praise from rivals has been a welcome sign that Lando Norris is becoming established among Formula 1's elite. But the McLaren driver is confident that his team's upward curve can put him in the mix to contend for titles in the future, when he's hoping the compliments will be replaced by being deemed an equal adversary

Formula 1
Dec 2, 2021
What Ferrari still needs to improve to return to F1 title contention Prime

What Ferrari still needs to improve to return to F1 title contention

After a disastrous 2020 in which it slumped to sixth in the F1 constructors' standings, Ferrari has rebounded strongly and is on course to finish third - despite regulations that forced it to carryover much of its forgettable SF1000 machine. Yet while it can be pleased with its improvement, there are still steps it must make if 2022 is to yield a return to winning ways

Formula 1
Dec 2, 2021
How F1 teams and personnel react in pressurised situations Prime

How F1 teams and personnel react in pressurised situations

OPINION: The pressure is firmly on Red Bull and Mercedes as Formula 1 2021 embarks on its final double-header. How the respective teams deal with that will be a crucial factor in deciding the outcome of the drivers' and constructors' championships, as Motorsport.com's technical consultant and ex-McLaren F1 engineer Tim Wright explains.

Formula 1
Dec 1, 2021