When it comes to creating an unnecessary scandal, McLaren Racing and Formula 1 just gave us a textbook example. Winning a World Championship should be a time of shared joy — a celebration for drivers, teams, and fans alike. Yet over the weekend, the spotlight turned to something entirely different: Oscar Piastri, the driver leading the standings, was conspicuously absent from the public celebrations.
Instead of jubilation, we saw an awkward scene — Piastri standing alone in the media zone, followed later by a few underwhelming team photos posted online. These seemed more like damage control than genuine celebration.
Planning Matters — Especially in Formula 1
In F1, nothing happens by chance. Every camera angle, social post, and graphic is planned. So how did a moment like this happen without a plan to bring a non-podium driver to the celebrations? Even if the win was secured at the last minute, everyone knew where Piastri was. A short delay to include both drivers would have been a small price for a unified team image.
When Crisis Hits, the Reaction Matters
The real issue isn’t just the missed photo op — it’s how the situation has been handled since. The explanations offered so far — phrases like “last minute” and “it happened fast” — sound more like excuses than accountability. There’s been little apology and even less ownership. That’s where crisis communication has fallen flat.
The result? The internet filled the void. Conspiracy theories and fan frustrations now dominate the conversation. McLaren’s long history of driver rivalries only adds fuel to the fire. Instead of celebrating, the narrative has shifted to damage control and speculation.
The Cost of Not Owning the Mistake
At best, this episode leaves McLaren with a few unusable images and an unhappy driver. At worst, it plants seeds of doubt — inside the team and among fans who had begun to believe in the McLaren revival story. What should have been a milestone moment now risks becoming a lesson in poor communication strategy.
What Sports Communicators Can Learn
When planning for victory (and even for defeat), communication preparation is as important as technical execution. Build contingency plans for unpredictable outcomes. Ensure all stakeholders — drivers, media staff, sponsors — know how celebrations will unfold across all scenarios.
And if things still go wrong? Own it. Acknowledge the misstep, plan your next move carefully, and select the right spokesperson to restore trust. Create genuine opportunities for all team members to reconnect with fans and media.
Don’t rely on “things that happened by chance.” No one believes that in modern sport, and trying to hide behind it only makes the damage worse.
The team deserved more. The drivers deserved better. And the moment deserved far wiser communication.
