Franco Colapinto’s arrival into Formula 1 can be described as nothing less than a cultural earthquake in Argentina. In a nation where the passion for sports runs deeper than the love of tango, the 21-year-old Pilar driver has become a symbol of hope, pride and a much-needed distraction from the harsh realities of everyday life.
Crisis is no stranger to Argentina and today is no different. More than half of the population lives in poverty, and the inflation rate reaches 200 percent annually. However, the nation has always found solace and unity in the achievements of its sporting heroes. From the legendary Diego Maradona, who almost single-handedly led the country 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 stars.
“It’s more than just the fan base,” explains Cristina Zarlinga, a veteran Formula 1 analyst and journalist for Argentinian newspaper Berfil. “It’s a deep emotional connection. Argentines see themselves in their athletes; they live their victories and failures as their own. It’s a way to escape life’s difficulties and feel collective pride.”
Colapinto’s emergence could not have come at a more important time. His success on the track has offered hope in this climate of uncertainty and hardship, and is a reminder that Argentina can still compete on the world stage.
“It’s not that we’re looking away from the economic situation,” Zarlinga explains. “It’s just that we’re looking at something better, faster and funnier. Colapinto’s rise gives us something to cheer about and be proud of at a time when we need it most.”
Noticeable rise
Colapinto’s journey to the Formula 1 paddock has not been great. Like many other racers, he started karting at the age of nine, quickly rose through the ranks and showed 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 Followis as team principal.
After impressing in Formula 3 and Formula 2, his big break came last month when American 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 take the coveted seat, making his Formula 1 debut at the Italian Grand Prix at Monza. Although he did not score any 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, earning his first championship points. “Colapinto Mania” caught fire and an overnight sensation was born.
Some Argentines see themselves in Colapinto’s leadership style: bold, passionate and full of personality. “People want his aggressiveness,” Zarlenga explains. “They want him to attack, and he attacks. He is fearless, he is not afraid to take risks, and that is what Argentines like to see.
The young star has also taken the audience off track. He has become a fixture in the local media, which scrutinizes and analyzes his every move. His recent appearances with celebrities have sparked a media frenzy, with rumors of a ‘love triangle’ adding to the curiosity. “That’s how Argentina is,” laughs Zarlinga. “We love to gossip, and Colapinto is a great gossip.”
The appeal goes beyond his racing prowess and celebrity status. He is seen as a relatable character, a young man who has achieved extraordinary success while remaining grounded. His frank admission on a talk show last year that he struggled to park a regular car, despite being a Formula 1 driver, endeared him to fans looking for authenticity.
“He’s a great guy, and he seems to be rooting for the Argentine culture,” Zarlenga says. He’s not just a driver. He is a representative of our country and carries this responsibility with pride and honor.”
Colapinto’s influence can already be seen. He has rekindled the nation’s passion for Formula 1, a sport that last attracted national attention in the days of Carlos Reutemann, the Santa Fe-born driver who spent a decade racing on the circuit for four teams in the 1970s and early 1980s. The youngster’s appearance sparked discussions about reviving the Argentine Grand Prix, which the country hosted intermittently between 1953 and 1998. National Minister of Tourism, Environment and Sport Daniel Scioli is a cheerleader for the initiative and says formal talks are being planned with Formula 1 executives. “Colapinto has put Argentina back on the motorsport map,” Zarlenga said. “He’s not just a driver, he’s an ambassador for his country.”
Loyal supporters
But in the world of Formula 1, 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 have financial backing – on average, each driver needs at least US$1 million per season to secure a place on the grid. Going, but that number could go higher depending on the team and the specific contract. Costs cover everything from vehicle development and testing to travel and staff salaries. Even the most talented driver can have a difficult time breaking into the sport without sponsors.
For Colapinto, sponsorship has been an important part of his rise. It quickly attracted important sponsors such as Bizzarap, the chart-topping Argentine music producer, and companies such as Mercado Libre and Globant. “It’s not just about how good Colapinto drives. It’s about the money he brings with him,” Zarlenga explained. “The companies that support him are huge in Argentina, and now, wherever Colapinto goes, his sponsors will go too. That makes him very valuable to any team.”
Colapinto’s impressive performance on the track greatly enhanced his negotiating ability. Teams such as Sauber, which has an open seat for the 2025 season, are evaluating his racing skills and the significant sponsorship value he brings. Financial backing makes Colapinto an attractive prospect, even for bigger teams like Audi, which is set to take over Sauber in 2026. “These sponsors are betting on Colapinto’s future,” explains Zarlinga. “They see him as a rising star with tremendous potential, both on and off the track.”
Every time Colapinto races, Formula 1 viewership in Argentina rises. For example, FOX Sports Argentina saw a huge spike in viewership during the Singapore Grand Prix, reaching 600,000 viewers, four times their usual audience. The impact of his rise extends far beyond the track, with fans hosting viewing parties and eagerly planning trips to the Brazilian Grand Prix to see their new champion live.
The buzz is building, and as Colapinto prepares for this weekend’s US Grand Prix, all eyes in Argentina – and the wider Formula 1 world – will be on him.
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