Word: sportingly
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...Mosley's determination to save the sport from itself that led to last summer's crisis. Frustrated by negotiations that went nowhere, Mosley tried to impose a budget cap of $64 million per team. The teams couldn't figure out which they liked less, the cap or Mosley. "Max has an expression: 'Don't wound if you don't intend to kill,'" says Martin Brundle, a former driver who now commentates on F1 for television and manages drivers. "We've all been on the receiving end of that attitude, and it tended to smother all Max's good work...
...km/h). The roller coaster may be more thrilling than the race itself. New tracks like Yas Island are a soccer mom's dream of safety, and no one has died in F1 since 1994. But the new tracks can also make for duller races, and many in the sport feel that F1 needs to find a way to boost the thrill factor, if not the casualty count...
...balance, F1's move eastward is good for the sport. Last year, more than a third of F1's TV viewers came from China and Brazil alone. India hopes to host a race in the next few years. "Doing an American team makes a lot of sense as the sport moves away from Europe; those are the markets that American companies want to reach," says Peter Windsor, who is trying to get the new USF1 team off the ground. It also helps explain why YouTube co-founder Chad Hurley is pouring money into F1. Still, much of the sport...
None of which means F1 is out of the woods. The audience for the sport may be changing, but the sport's culture has not. Yet it must. F1 is about as likable as a 250-lb. bouncer. It lives in a high-tech bubble and thrives on a velvet-rope mentality that keeps all but a few very high rollers far away from the cars and the drivers. "F1 has gotten extremely constipated and overly grand for itself," says Jackie Stewart. "When I was a wee boy, I went to the track and got [Juan Manuel] Fangio's autograph...
...watch a race for the fastest Prius, but "people want to see some progress on fuel efficiency and carbon emissions," says McLaren's Whitmarsh, who also heads the recently formed Formula One Teams Association (FOTA), which represents what insiders hope will be a new spirit of harmony in a sport traditionally run by tough guys behaving badly. "There's much work to be done so that F1 is seen as relevant to society." (See a brief history of Formula...