For several years now, the world of karting has been growing non-stop: new circuits are appearing, more and more companies are getting involved, and there is a large pool of young drivers learning to race karts from as early as 7 years old.
Fernando Alonso has played a big part in this. From a very young age, he learned to handle the steering wheel in an incredible way, and over time he has grown both physically and professionally. He went from being that child who dreamt of racing cars to becoming one of the greatest names in Formula 1 worldwide.
His professional career has continued to rise, and along with the victories he has achieved, a new phenomenon has emerged: Alonsomania. Since 2001, when he started with the Minardi team and gradually made a name for himself, to his time at Renault, where he achieved his greatest successes, TV ratings have soared thanks to the excitement generated by his triumphs.
The commercial sector has also been one of the main beneficiaries in this regard, as they have managed to harness the power of an image, the power of a brand. We don't just find products explicitly related to Fernando Alonso in the world of Formula 1, such as t-shirts or caps. One of the latest products to hit the market is wine bottles. We’ve even seen him advertising road cars for his team’s sponsors (until recently, still Renault).
Today, he is a mass idol, not just among motorsport enthusiasts, but also among the youngest fans, who see him as a hero to emulate.
Mothers and fathers are increasingly interested in introducing their children to this world, enquiring about academies and making arrangements with companies. All so their children can do what they love most; all so their children can dream of becoming Fernando Alonso.
