Formula One Group CEO Chase Carey wants Formula 1 to go where no Grand Prix driver has gone before while increasing the sport's footprint in the US.
As a new era dawns on Grand Prix racing, Carey reiterated this week his desire to turn every single race on the F1 calendar into an event of "Super Bowl" proportions.
“We have 21 races – we should have 21 Super Bowls," Carey said.
"They should be week-long extravaganzas with entertainment and music, events that capture a whole city."
But beyond expanding the sport's appeal, the executive also insisted on the importance of preserving tradition, stressing that classic European venues, which represent the foundation of F1, must remain.
An attitude which bodes well for the British Grand Prix at Silverstone, but also for a permanent return of the German Grand Prix hosted either at Hockenheim or at the Nürburgring.
"You have still got to maintain those traditions to have the values in F1," he added.
Carey stopped short however of suggesting races would be made more affordable for those on both sides of the fences: race promoters and spectators.
Looking Stateside, where Formula 1's viability has historically been a complicated one, Carey said his company would likely seek to increase its presence, citing New York, Miami, Los Angeles and Las Vegas as destination cities "where people would come for a week-long event, with the race at the centre".
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