Norris still 'coming to grips' with unbelievable fan support

McLaren's Lando Norris says he's still "coming to grips" with the unbelievable popularity he has gained with F1's fans in his three years in the sport.

As a driver, Norris' stock has consistently appreciated since his debut year in 2019, evolving in just three seasons from a gem in the rough to a superbly refined and skilled racer, and with significant more development in the works.

But the 21-year-old's on-track success is paralleled by an off-track acclaim from the fans, spurred on by his often-facetious demeanor but also by a candid personality that reflects his open and honest approach to his life in the fast lane but also a degree of vulnerability.

The wave of fan support keeps swelling and was particularly visible at this year's British Grand Prix, where his personal merchandise sales went through the roof, as did those of Quadrant, the Esports and gaming content brand founded by Norris and four other online influencers.

"It’s something I’m still coming to grips with," he told Motorsport.com, referring to his growing popularity.

"It’s something that still is surprising and unbelievable in some ways to think, whatever, five years, six years ago, that I wanted to be in this position, and seeing the grandstands with my caps on, and my T-shirts on, and the Quadrant flags and things like that.

"You never think that will be you. And I know it is, so it’s a bit unbelievable in some ways, and I’m still getting to grips with it."

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Norris admits to being attentive to how seven-time world champion Lewis Hamilton manages his popularity and how F1's mega star has leveraged his fame and success to positively impact the causes he has embraced.

"It’s still something Lewis does very well because he’s been in it for so long and so on," added Norris.

"He’s used his fans - not used in a bad way, but used them to make change and cause impact and things like that.

"It’s something which I’ve been able to do with Quadrant, on mental health with some things I’ve done, plus charities I’ve done on my streams.

"So I’ve been able to use my fans and help guide them and use them to impact things and hopefully for better reasons than not.

"It’s something I need to know how to maximise that and how to make the most of the position I’m in.

"So not just as a driver and how to do the best for myself, but how to do the best outside of Formula 1 even, and use my following and my fan base in those areas too.

"So yeah, it’s just such a cool feeling. It’s an unbelievable feeling until you kind of come and see it and get to witness it. So it’s pretty incredible.

"Hopefully it will continue to grow and get bigger and I will see what I can learn from it, and try and use to make even bigger impacts like Lewis does."

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