Sepang International Circuit (SIC) chief executive officer Azhan Shafriman Hanif said if Formula One returns to Malaysia, it must be more than just a weekend race.
Speculation was rife that Malaysia could make a return this season after the cancellation of the Russian Grand Prix due to the ongoing Russia-Ukraine conflict.
Azhan Shafriman, however, slammed the brakes on that suggestion, but hoped that SIC would get to play host in the future.
“When we last hosted F1 in 2017, we said we needed a short break, as we had lost money. It is an expensive venture,” said Azhan Shafriman.
“For us to get back into the game, we would need the support of the government and private sector.
“However, the Covid-19 pandemic changed the government’s stand on allocating budgets, and this affected companies’ A&P (advertising and promotion) spending.
“If we do make a return to F1, it must be more than just about racing, to make it worthwhile,” he added.
The former Petronas brand department’s head of strategic alliance, said Malaysia previously promoted the race, just like any other circuit. There wasn’t anything that made the country stand out in relation to the other venues.
Singapore ate into the Malaysian market when it started hosting F1 races in 2008 – its unique selling point was that it was a night race.
Azhan Shafriman suggested Malaysia should look at hosting a motorsports version of the World Economic Forum, with the climax being the F1 race.
“Why not make Malaysia the ‘motorsports’ of Davos? We can bring in people from around the world, not just for the race, but to participate in a motorsports conference or exhibition that lasts for a week or more,” said Azhan Shafriman, who celebrated two years at the helm of SIC, on April 8.
“Or, we could have a motorsports carnival, like the Goodwood Festival in the United Kingdom. Have that kind of vibe where we can bring people closer to the cars and the racing environment.
“Usually, on race weekends, you sit in the grandstand. Not many have the opportunity to go to the pit lanes and see how they set up the cars.”
He added there could also be forums and discussions about the safety aspects of motorsports, or training courses on how to be a marshal.
Meanwhile, Azhan Shafriman is looking forward to the MotoGP in October after a two-year break due to Covid-19. Petronas has come on board as title sponsor until 2024, with SIC hoping to extend its contract of hosting the Grand Prix beyond 2026.
“Everyone is excited that MotoGP is back in Malaysia. The SOPs (standard operating procedures) are changing, so we are unsure if we still have to wear masks and check in,” he said.
“One thing that has changed is that we no longer have printed tickets. Those who buy the tickets also need not worry about parking, as they would be allocated free parking, on a first-come-first-served basis.
“Besides e-tickets, we hope to have other sustainable campaigns to help the environment.”
He said the main focus of the MotoGP would be on the “fan experience” as “people pay a lot of money to attend races”. He added more details will be revealed in the coming months.
