‘He’s not just a driver, he’s an ambassador’ – Colapinto reignites Argentina’s love for F1

Franco Colapinto’s arrival in Formula 1 could be described as nothing short of a cultural earthquake in Argentina. In a nation where the passion for sports runs even more profound than the love of tango, a 21-year-old driver from Pilar has become a symbol of hope, pride, and a much-needed distraction from the harsh realities of daily life.

Argentina is no stranger to crisis and today is no different. Over half of the population lives in poverty and inflation is running at an annual 200 percent. Still, the nation has always found solace and unity in the achievements of its sporting heroes. From the legendary Diego Maradona, who almost single-handedly carried the nation to World Cup glory in 1986, to the incomparable Lionel Messi, who finally achieved the same feat in 2022, Argentines have a unique and intense relationship with their sporting idols.

“It’s more than just fandom,” explains Cristina Zarlenga, a seasoned Formula 1 analyst and journalist for Argentine newspaper Perfil. “It’s a deep emotional connection. Argentines see themselves in their athletes; they live their triumphs and failures as their own. It’s a way to escape life’s difficulties and feel a sense of collective pride.”

Colapinto’s emergence couldn’t have come at a more crucial time. His success on the track has provided hope in this climate of uncertainty and hardship, a reminder that Argentina can still compete on the global stage.

“It’s not that we are looking away from the economic situation,” Zarlenga clarifies. “It’s just that we are looking at something better, faster, and more entertaining. Colapinto’s rise gives us something to cheer about and be proud of at a time when we desperately need it.”

Remarkable rise

Colapinto’s journey to the Formula 1 circuit has been nothing short of remarkable. Like many other racers, he began in karting young, aged nine, quickly rising through the ranks and demonstrating exceptional talent. His aggressive driving style and natural speed caught the attention of Williams Racing, who signed him as a development driver in 2022, coinciding with the arrival of John Volwes as team principal. 

After impressing in Formula 3 and Formula 2, his big break came last month when US driver Logan Sargeant was dropped from the Williams team after failing to score points in the first 14 races of the season. Colapinto was allowed to step into the coveted seat, making his Formula 1 debut at the Italian Grand Prix in Monza. While he didn’t score points in his first race, he impressed with his confident performance and quick adaptation.

Just a few weeks later, at the Azerbaijan Grand Prix, Colapinto announced his arrival. He qualified an impressive ninth on the grid, ahead of his more experienced teammate Alex Albon, and drove a brilliant race to finish eighth, securing his first championship points. “Colapinto-mania” was ignited and an overnight sensation was born.

Some Argentines see themselves in Colapinto’s driving style: bold, passionate, and full of personality. “People want his aggression,” Zarlenga explains. “They want him to attack, and he attacks. He’s fearless, he’s not afraid to take risks, and that’s what Argentines love to see.” 

The young star has also captivated the public off-the-track. He has become a regular fixture in local media media outlets, who scrutinise and analyse his every move. Recent appearances with celebrities have sparked a media frenzy, with rumours of a “love triangle” adding to the intrigue. “This is the way Argentina is,” Zarlenga laughs. “We love gossip, and Colapinto is great gossip.”

The appeal goes beyond his racing prowess and celebrity status. He is seen as a relatable figure, a young man who has achieved extraordinary success while remaining grounded. His candid admission on a talk show last year that he struggles with parking a regular car, despite being a Formula 1 driver, further endeared him to fans seeking authenticity.

“He is a great guy,” Zarlenga observes, “and he seems to hold on to the culture of Argentina. He’s not just a driver; he’s a representative of our country and carries that responsibility with grace and pride.” 

Colapinto’s impact can already be seen. He has rekindled the nation’s passion for Formula 1, a sport that last drew national attention in the days of Carlos Reutemann, the Santa Fe-born driver who spent a decade on the circuit racing for four teams in the 1970s and early 1980s.  The youngster’s emergence has sparked even discussions about reviving the Argentine Grand Prix, which the country hosted intermittently between 1953 and 1998. National Tourism, Environment & Sports Secretary Daniel Scioli is a cheerleader for the initiative and says formal talks with F1 executives are being planned. “Colapinto has put Argentina back on the motorsport map,” said Zarlenga. “He’s not just a driver, he’s an ambassador for his country.”

Loyal backers

In the world of Formula 1, however, success requires more than just national pride. Teams rely heavily on sponsorship, with budgets running into the hundreds of millions each season. For drivers, it’s not just talent that guarantees a seat in one of the coveted spots on the Formula 1 grid. Every driver must bring financial backing – on average, each driver needs at least US$1 million per season to secure a spot on the grid, but this figure can climb much higher depending on the team and the specific contract. The costs cover everything from car development and testing to travel and staff salaries. Even the most talented driver can struggle to break into the sport without sponsors.

For Colapinto, sponsorship has been a crucial part of his rise. He quickly attracted significant sponsors like Bizzarap, the chart-topping Argentine music producer, and companies like Mercado Libre and Globant. “It’s not just about how well Colapinto drives. It’s about the money he brings with him,” explained Zarlenga. “The companies backing him are huge in Argentina, and now, wherever Colapinto goes, his sponsors will go, too. That makes him incredibly valuable to any team.”

Colapinto’s impressive performances on the track have significantly boosted his bargaining power. Teams like Sauber, which have a seat open for the 2025 season, are now assessing his racing skills and the substantial sponsorship value he brings. The financial backing makes Colapinto an attractive prospect, even for larger teams like Audi, which is set to take over Sauber in 2026. “These sponsors are betting on Colapinto’s future,” Zarlenga explains. “They see him as a rising star with immense potential, both on and off the track.”

Every time Colapinto races Argentina’s Formula 1 viewership skyrockets. FOX Sports Argentina, for example, saw a surge in viewership during the Singapore Grand Prix, reaching 600,000 — four times their usual audience. The impact of his rise extends beyond the track, fans are hosting watch parties and eagerly planning trips to the Brazilian Grand Prix to see their new hero live in action.

The buzz is growing and as Colapinto readies himself for this weekend’s US Grand Prix, all eyes in Argentina – and the broader Formula 1 world – will be on him.