After a tough few seasons, Daniel Ricciardo’s future has finally been decided—he’s out of a drive, effective immediately. Yet, while the decision itself may not have come as a shock to many, the way Red Bull Racing and Visa Cash App RB chose to announce it was nothing short of a PR misstep. It’s not how we wanted to see Daniel Ricciardo bow out of Formula 1.
Ricciardo, one of F1’s most recognisable and beloved figures, received an exit announcement that left much to be desired. Fans have long known Ricciardo’s return to the grid was never going to be easy, but his charm and popularity carried him through. This is a driver with 257 race starts, eight career wins, and 32 podiums, a man who has raced at the front of the pack and brought energy to the sport through sheer personality.
Despite his struggle to re-establish himself as a top-tier driver, Ricciardo’s legacy in F1 is undeniable. Yet, when it came to Red Bull officially parting ways with him, there was no grand farewell, no recognition of his contributions, not even a carefully crafted tribute. Instead, the announcement was quickly followed by news of his replacement, Liam Lawson, in less than 20 minutes, overshadowing any reflection on Ricciardo’s career.
It’s not the first time a team has had to make a tough decision regarding a veteran driver, but the way Red Bull and RB handled Ricciardo’s exit was a missed opportunity to do things the right way. A man who helped grow Red Bull’s brand in the early part of his career deserved a lot more than just a few brief mentions in a press release. He certainly deserved better than an emoji in the comments on his social media farewell, especially considering the thoughtful tributes from other teams and drivers.
In stark contrast, when Ricciardo left McLaren at the end of the 2022 season, the team made sure he got the recognition he deserved. There were words of gratitude, and genuine respect shown for what he had brought to the table. Fans and drivers alike sent messages of appreciation. The McLaren exit may not have been on Ricciardo’s terms, but it still felt respectful.
With Red Bull, it felt rushed, transactional, and devoid of any emotion. It left Ricciardo’s fans, and even some within the F1 community, disappointed. Public relations are about more than just communicating decisions; it’s about shaping how those decisions are perceived. And here, Red Bull and RB fumbled the chance to show Ricciardo the respect and recognition he’d earned over more than a decade of service to the team and the sport.
Even more disheartening is that the mishandling didn’t just affect Ricciardo, but also Liam Lawson. Lawson, an exciting young talent, should have been able to enjoy his well-deserved promotion to the grid. Instead, the announcement of his new role was overshadowed by the backlash surrounding Ricciardo’s poorly handled departure. It was a moment that could have been celebrated, but instead it felt tainted by the lack of regard shown towards the departing driver.
In an ideal world, Red Bull could have given Ricciardo the proper farewell he deserved. He’s a driver who helped Red Bull earn some of its most iconic moments and shaped its image for years. A respectful tribute, perhaps even a celebration of his achievements with the team, would not only have been the right thing to do but would have also reinforced Red Bull’s reputation for looking after its drivers. Instead, they opted for a quick and dispassionate approach.
This situation shows that even in motorsport, where performance is everything, PR, and the way teams handle their relationships with drivers and fans cannot be overlooked. A well-executed goodbye could have left Ricciardo’s exit as a bittersweet but proud moment for both parties. Instead, the abruptness of it left many wondering why Red Bull, who owed much of its success in the 2010s to Ricciardo’s performances, couldn’t find the time to give him the farewell he deserved.
Ultimately, Ricciardo’s departure could have been a moment of reflection, celebration, and gratitude. He has been an ambassador for the sport, bringing in new fans and elevating the profile of Formula 1. He deserved more than an abrupt, unsentimental send-off.
