Normand Legault or why Montreal discovered modern F1 decades before Liberty Media

When Liberty Media bought Formula 1 from Bernie Ecclestone in 2016, its big boss Chase Carey made his intentions clear with one phrase: "We want every Grand Prix to be like a Superbowl." In that very American mindset of seeing the world through their own prism, they wanted the event to go beyond a sporting competition and become the event of the year for a country or a city. Just what Formula 1 has been for Montreal and Canada since 1978 .

Liberty Media's premises were very clear . "We want a major international airport, a world-class city or commercial hub , and a first-class cultural, gastronomic, and entertainment offering." This meant that the days of circuits like Paul Ricard or the Nürburgring were numbered . If France or Germany want Formula 1, they should think about urban or semi-urban races in Paris or Berlin, but not in locations far from the services and attractions of a major city.

In this sense, it's no surprise that Imola is disappearing from the calendar . As beautiful and steeped in history as the Italian track is, it's the antithesis of the concept Liberty Media wants. All the more reason to bid farewell to Imola when, in Italy, you have the alternative of Monza , which combines tradition with proximity to a major city like Milan , the world's epicenter of fashion and design.

Circuits like Silverstone and Spa-Francorchamps are saved by specific circumstances closely tied to their history. But even this doesn't guarantee their long-term survival. The Belgian Grand Prix would have a rotating presence, and the British Grand Prix will remain at Silverstone as long as there are no alternatives in London or the surrounding area. Like it or not, Liberty Media wants Miami or Las Vegas , places where you can walk from the track to a five-star hotel, or even a big city.

Montreal saw it before anyone else

Although the Gilles Villeneuve circuit isn't classified as a street circuit, it is, in fact, one. It's located in an iconic part of Montreal , Notre Dame Island . This strip of land, situated in the middle of the massive St. Lawrence River, was built with all the earth extracted for the construction of the city's metro. Since it coincided with the 1976 Olympic Games , it was used to create a canal to host the rowing competitions.

As the danger of the Mosport circuit grew increasingly worrying in the late 1970s, Formula 1 warned Canada that they either found a safer track or they would be done with the competition. And then the stars aligned: For the first time in their history, the Canadians had an idol named Gilles Villeneuve to follow, and the aftermath of the Olympic Games left a strategic part of the city uncomfortably unused. Thus, a street circuit was created on blank paper, resembling a permanent track. The best of both worlds.

When racing cars aren't racing there, the roads are used for vehicle traffic within the island, which, in addition to the circuit, also houses the Olympic rowing channel, a recreational park, an artificial beach, a convention center, and the Montreal Casino . All of this is accessible by public transport. This is precisely what Liberty Media is looking for in its new Grand Prix. But beyond the suitability of a location, what the current promoter of Formula 1 is seeking is the popular and political success of the event, and in that sense, Montreal is number 1 .

One of the keys to the success of any Grand Prix is ​​that citizens embrace the event and make it their own with a sense of pride . And don't think it was easy. Canada was one of the first races to rely on public funds to support the event's organizational costs. This is largely thanks to Normand Legault , a key figure in the history of this race. He was the organizer for many years, but his influence went far beyond the merely logistical.

A key character

Legault knew how to deal with left-wing and right-wing politicians to ensure they always supported the race. But his commercial vision was his greatest success. He was the one who made the city's shops and restaurants adorn themselves with checkered flags ; he was the first, decades ago, to create what they now call a fan fest , as if it were the latest promotional craze. And, most importantly, he was someone who had the firmness and the right amount of skill to always negotiate well with Bernie Ecclestone . And history shows us how important it is to have a good hand with the promoter.

Liberty Media , just like Bernie Ecclestone did in his day , is pushing beyond words to squeeze every last euro out of anyone who wants to host a Grand Prix. There's a queue of candidates, and they're not bluffing. But Legault also knew how to make his race an essential event on the calendar . Initially, the change of date from autumn to the second Sunday in June was justified by weather conditions. But the real reason was to counter-schedule the 24 Hours of Le Mans . The goal was to prevent Formula 1 drivers from competing there and, in the process, steal their television airtime.

And Montreal has always been a hugely successful race in terms of attendance and television audiences. It was almost always the most-watched Grand Prix of the season. As if that weren't enough, the Circuit Gilles Villeneuve was often the only foothold Formula 1 had in North America. Along with Canada, it also absorbed the powerful Northeast of the United States and even Mexico in all the years when there wasn't a race. That's why Legault stood up to Ecclestone's challenge when he doubled his price.

Legault joined forces with the authorities to avoid being ruined by Ecclestone's demands, and the tycoon had to back down definitively.

In 2009, Canada's local, regional, and national governments gave in to Ecclestone's demands, and there was no Grand Prix that year . Canadians were losing over $150 million in economic impact, but Formula 1, as previously mentioned, was losing much more. Legault sided with the authorities to avoid being ruined by Ecclestone's demands, and the tycoon was forced to back down and, the following year, sign a new contract that reduced his demands by exactly half.

If there was anyone Ecclestone appreciated, it was those who outbid him in negotiations, and that's why Normand Legault was always one of his supporters . Legault was always clear that with taxpayer money involved, for things to be sustainable, the accounts had to add up and the benefits for citizens had to be tangible and transparent. Ultimately, if there's a mirror through which to understand the Formula 1 proposed by Liberty Media, it's Canada. They were the ones who actually invented the model... four decades ago .