This week's Grapevine brings you information fresh from the paddock on: Playing the Image Game Fixing the Calendar

Playing the Image Game

The space between the end of the season and Christmas largely appears to be dead-time, especially during the testing ban, as little seems to be going on - but in fact it is surprisingly important in the game the teams' marketing departments play with sponsors.

Setting expectations for the new season is a major preoccupation, and vital to ensuring continued budget for the team. Pitch the team too high or too low, and disbelief or disappointment will drive away potential new sponsors. Similarly, existing sponsors want to hear that they are backing a team with prospects, but if expectations are set too high, then they can be expected to take their money elsewhere after a disappointing season.

Looking back on 2003, the entire midfield can claim they were unlucky not to have finished fifth - from Jordan in ninth (who would have been fifth under the old points system) through to BAR who actually filled the spot, it was a nip and tuck all the way. And whilst the public at large were mostly engrossed in the challenge for the Championship titles, the fight for fifth was far more significant to the mid-field runners. Put into perspective, Jordan estimated that finishing four places higher would have improved the 2004 budget by up to 30%, and it would certainly have given them a better platform for running competitive drivers. On the other hand, persuading up-and-coming would be Formula One stars to part with serious money to run as a backmarker is not so easy.

Looking forward, a number of teams are anticipating the new season with some relish. They are guessing that Renault's surprisingly good form might not continue - Mike Gascoyne's departure to Toyota and John Iley's to Ferrari are seen as a blow to the constructor, one that combined with a brand new engine might well see them falling back in to the chasing pack. Then again, they might not, so a mid-field team pitching at finishing behind the big three and Renault is a smart move. The French outfit are not generally expected to falter, so beating them would be seen as something of a coup, whilst setting an expectation to beat them, but failing to deliver, would be a sponsorship nightmare.

Accordingly, it's little surprise that, if the team PR announcements are to be believed, then we can expect fifth place in next year's championship to be shared by BAR, Jaguar, Sauber and Toyota. Similarly, Jordan are also expected be pitching a 'top five' season, but only if their new engine isn't the de-tuned 2003 plant they are currently being threatened with!

Fixing the Calendar

Following the decision of a Sao Paulo judge to ban the Interlagos circuit from holding the Brazilian Grand Prix - because it is a waste of public funds - there has been an immediate rustle in the Grapevine about potential replacements.

Most obvious, considering there is a contract for a Brazilian Grand Prix, is to relocate the event to Rio de Janeiro. This has the advantage of transparency, simply requiring an FIA circuit check to demonstrate it is up to Formula One standards - which should be a formality, considering their surprising flexibility with regard to South American tracks. However, there is considerable doubt that the Jacarepagua circuit will be in a suitable state, considering Rio's mayor is attempting to turn it in to the site of an athlete's village.

Canada is already looking to benefit from Interlagos' misfortune. The loss of this extra event brings the calendar down to sixteen events, with the French Grand Prix still under threat. Clearly, even without being able to find the full $2million per team to compensate for the loss of tobacco sponsorship, their case for inclusion has been considerably bolstered, provided the FIA do not simply find an alternative venue for the event.

Rumours of an Argentine revival have recently been dismissed - the economy is considered too unstable to guarantee it can afford the fees to host an event, but the business consortium that keeps attempting to restore the race is already believed to have a proposal to bring to Interlagos and International Promotions (the Brazilian GP promoter). In essence, they offering to host the event in Buenos Aires, under the Brazilian GP banner. It's a compromise that makes a lot of sponsorship sense for the teams - South America is an important market - with the additional benefit of showboating to make the case for the return of a genuine Argentine Grand Prix.

Presumably running off the back of the Argentine offer, two more - highly unlikely - replacements have been mentioned. South Africa has been looking to get back on the Formula One calendar for some time, but since Kyalami is no longer available, it is unknown where it would be held. Similarly, the Portuguese circuit Estoril is thought to be pitching to be a stand-in in case France is dropped - though it is expected to be dismissed for the same reasons that Portugal is not back on the calendar, specifically, because there are already too many European events, and besides which, they have never really been forgiven for a podium ceremony fracas after the last event in 1996.

Bernie Ecclestone appears to be relatively unconcerned, however, apparently ready to believe that the Brazilians will sort themselves out. But it would be most unlike him not to already have at least one contingency plan ready to put in to action, and this seems to be where his latest trip to New York fits. Despite allegedly making a trip just to fly on Concorde's last commercial flight, it seems the visit included a side trip to discuss the potential for hosting an "East Coast" Grand Prix in or near the city. Considering the lack of viable venues, it is hard to imagine that one will be put together in time for the event, but if Australia can put Albert Park together in a handful of weeks, it is certainly a viable option.

Whilst, again, tobacco sponsorship would not be available, there is no arguing the commercial benefits of greater exposure in the US, so if there is any event that is going to replace the Brazilian GP seamlessly, a long weekend in NY would seem to fit the bill.