Lorenzo Travisanutto: A Karting Superstar, but the FIA Must Improve Promotion or Get Out of the Way

A new KZ European Champion has been crowned... but once again we are left asking -does anyone care? Here's why we should and how to make people care.

Lorenzo Travisanutto, the current FIA KZ European Champion, is undeniably one of karting’s most exceptional talents. Already a two-time World Champion, Travisanutto has now conquered the KZ category. I’ve admired Travisanutto long before I provided the voice-over for Vroom’s Formula Super A video. The man exudes an energy that captivates. He’s not a pushover; there’s an air of danger about him that the greatest drivers possess. He embodies the essence of karting, with an edge that defines him as a superstar of the sport - perhaps one born in the wrong era. He would have thrived in the Super A karting scene of the 1990s.

Who wouldn’t admire a driver competing for the highest honours in karting, who still drives 100cc karts for fun? He’s THE guy! Yet, in all likelihood, you’re probably unaware of his victory. The FIA’s promotion of karting events leaves much to be desired. It’s easy to become indifferent, and many in the karting community already are. Across various English-speaking platforms - whether on Reddit, Discord, or others—there’s hardly any discussion about the event from what I can find. The usual congratulatory posts on Facebook don’t count; I’m talking about genuine engagement beyond a simple “well done, mate” comment. I’ll admit that I barely watch karting nowadays due to what I deem as poor quality of coverage. 

There’s something distinctly off about FIA Karting, which is why I’m writing this piece. I believe karting has the potential to be something truly special and unique, but it requires significant change.

Stirling Moss, a fan of karting himself, told Kart News’ in 1960 that it’s a sport ‘primarily of participants’. However, even with that understanding, the lack of interest in elite-level karting is stark. The peak concurrent views I witnessed on YouTube for the final was just 1,500, a dismal number given the prestige of the event and you filter out friends and family.

Karting has drawn thousands of spectators in the past, but we’d have to go back to the 1960s and 1970s to see those levels of audience, and they were usually in person. It is not lost on me, however, that that era was not one filled with computer games and smartphones.

But back to Travisanutto, to me he is a superstar. He should be mobbed by drivers at any kart track in the world, eager to talk to him, get a photo, or an autograph. He should be signing sponsorship deals with major companies and celebrated as one of the world’s best drivers - which he is. Yet, like so many world karting champions before him, I’m about 90% certain he could walk into most kart paddocks and not receive a second glance. It’s just wrong.

I write with a sense of urgency because I fear we’re in the last chance saloon. Once electric karts gain a foothold, it’s game over for this kind of racing. KZ has managed to retain the inexplicable alchemy that makes karting compelling from both a technical and driving perspective. Electric karts would strip away that magic, replacing it with a wave of homogeneity that would bring a cloud of mediocrity to the sport. It’s now or never to implement drastic changes.

Many other motorsports feel they ‘should’ be more popular and that series owners ‘should do more.’ I’m aware my comments echo complaints from other series, but unlike them, I believe karting is fundamentally structured to deliver compelling racing, more so than the often lacklustre spec-racing series. I want top-level karting to be better - something I can watch with pride. Right now, I struggle to watch it. The sport is underperforming to such an extent that even reaching the level of something as underwhelming as Formula E would be a huge success.

I want to emphasise that I believe RGMCC do a fantastic job with the resources they have as partners to the FIA for their major competitions. My criticism is directed at certain aspects of their work, but I fully understand that these often stem from the resources provided and the direction set by those ultimately responsible - the FIA. To anyone from RGMCC, rest assured that everything here is written in good faith.

A compelling spectacle -  what KZ offers!

The FIA did an excellent job of dismantling its direct drive categories. KF was an utter shambles, which was entirely predictable, and despite some course correction with IK, it remains weakened as a result.

The direct drive categories are fully embedded in the ‘F1 Ladder’ mythology that now haunts karting and erodes its core identity. KZ flirts with the same mistake of becoming a ‘stepping stone’ category, but it has managed to maintain its self-respect. Sure, KZ karts are too heavy and cumbersome and are certainly not Formula Super A, but it’s the best we have.

Karting is no longer in the early 1990s when FIA classes dominated proceedings. Spec-racing has infected the sport, capturing the psyche of karters worldwide. However, the gearbox categories have a better-built immune system, despite the offerings from manufacturers trying to gain a foothold with spec-shifter products.

With the migration of professional karters from KF (now OK) to KZ, it’s now the undisputed pinnacle of karting. This makes it the only viable category one can truly support as a spectacle. That’s not to say OK doesn’t have incredible drivers—Turney and Gomez, in particular - but most of them are young kids aiming for F1. That’s not a compelling narrative to engage with over a season. Quite frankly without Glenn Guest competing the World Championship event would be flat as a pancake.

The depth of talent in KZ is truly impressive. I don’t think there’s another grid in four-wheel motorsport where you can look down the entry list and constantly be amazed by the talent. Names like Trefilov, Travisanutto, Camplese, Van Walstijn, Hiltbrand, Aguilar, Albanese, Gustafsson, Leuillet, Denner, Vigano, Carbonnel, Celenta, Soguel, Pex, Leone, Speck, Bartolini, Benedetti, Torreggiani, Kremers, Pex, Iglesias, Palomba, Longhi, Pelosi, Ippolito, and Renaudin - almost all these names make you think, "Wow." The grid is stacked like no other. It could be improved with a few additions like Myers and Formal, but it’s still one of the best in the word without a doubt.

The issue is, most people can’t appreciate this because they aren’t well-versed in modern karting. This was highlighted last year when the KZ Masters Super Cup felt more ‘meaningful’ than the World Championship event it was supporting. We had Fore and Manetti, two widely recognised and revered names, going head-to-head. Their rivalry overshadowed the main event. But why do we know them? Because they come from an era when people cared about the elite level. Sure, karters were still insular, but those of us of a certain age certainly remember the names of Manetti and Fore.

The contemporary field has the talent if only we had a reason to care! If we could extract some personality and narrative from them, we could definitely engage the audience.

Additionally, we have manufacturers competing fiercely. It’s great to see Parolin racing at the top with Travisanutti, and we have three or four engine manufacturers. To make it a true spectacle we likely need more freedom in homologation to add an extra level of excitement. Leave over-regulation to KZ2 and embrace the old-school rivalries of the past where it was all out war. It would certainly give people like me something to write about.

Another positive development is the gradual retreat of F1-branded karts, which are an embarrassing stain on karting. Nothing devalues a kart race more than drivers, some of whom never even competed in FIA karting, having their names plastered on the side of the kart. It’s a marketing gimmick that karting could do without.

But all the ingredients are there in KZ for a compelling race series. The homologation rules are too restrictive, and more freedom would drive intrigue and excitement - something all major motorsport series need, even if they don’t often admit it.

So, where is it going wrong? How do we make the racing feel ‘high-stakes’? Remember - close racing isn’t in short supply, high stakes racing is! So how do we imbue it with value? Let’s examine some areas where improvement is necessary. 

A Quick Win: Get Rid of Gimmicks

Travisanutto, a truly deserving champion and someone I consider 'the guy,' won the title - according to the commentators, at least - on a technicality. Well, sort of. He set the fastest lap, which earned him an extra point over Van Walstijn, who finished fourth. Personally, I find this gimmick distasteful. We’re supposed to be watching racing, not a glorified qualifying session. I suspect it’s just the FIA copying F1 in their infinite wisdom. They did the same with tyres, calling them ‘Option’ and ‘Prime,’ which makes no sense in a karting context, given that there are no pit stops.

It’s a cheesy concept that devalues the competition. We want to see racing, not drivers potentially backing off during a race to set the fastest lap. Leave the gimmicks to F1.

Another issue is the drop-down front fairing - a necessary evil that I’ve commented on before. Without it, race starts worldwide would descend into chaos. As soon as pods were added to karts, the potential for chaos was set into motion. Karts used to self-regulate, but with plastic bodywork, drivers - who are often absolute lunatics - will literally punt each other off if they can get away with it.

I’m not advocating their removal for most karting events. I sympathise with race officials because, without them, karting would revert to the madness of the mid-2000s. However, as a spectacle, they absolutely ruin karting as a viewing experience.

There’s never a race without at least one penalty for a fairing infringement. This means that whenever you watch a race, you know with certainty that the order at the finish line won’t be the final result. This removes so much satisfaction that it almost becomes pointless to watch.

The front fairing addresses the problem found in under-resourced race meetings and rolling starts. However, given that KZ races have standing starts and are supposed to represent the elite level of the sport, for the sake of the spectacle, just get rid of them. Enforce racing regulations like any other motorsport. Sometimes decisions are wrong, but that can fuel debate, which is no bad thing.

For this elite level, if we want to make it a watchable event, perhaps it’s time to remove them.

Media and Marketing in General: Covering the Basics

It's better to be talked about than to do the talking yourself. This is a general rule I follow in terms of media. As a driver or a series, you want other outlets writing about you because, fundamentally, it’s social proof. If entities can exist off the back of your presence, it inherently demonstrates value.

Karting doesn’t have that anymore. Sure, there are a few media outlets, but they are mere shadows of their former selves. I can tell you from experience that writing about karting now is neither profitable nor realistic as a profession, and it barely was even when Karting1 was at its peak.

I fully understand why major outlets don’t cover karting. It isn’t popular at all. There’s always been a strange undercurrent with car media when it comes to karting because it poses somewhat of a threat. It undermines many narratives within the car media game that most would prefer to keep quiet - one being just how good karting and its drivers truly are. But they are under no obligation to cover karting, nor should they be. They aren’t going to undermine their coverage of other series for a sport that nobody seems to care about.

Given this, FIA Karting needs to at least cover the basics. If major outlets, or even karting-specific ones, aren’t covering your event, you need to handle the bare minimum. I’m not talking about any unique marketing magic here - just some basic, necessary steps. On Sunday, 1st September, as of 15:35 BST, FIA Karting had posted nothing on their Facebook, website, X (formerly Twitter), or Instagram about Travisanutto being the European Champion. This was nearly three hours after the race.

I’ll go into detail later about why what they put out is exceedingly bland, but to not post anything at all is unacceptable and an embarrassment. You’ve got people who are investing their time, money, and effort, and yet there’s not someone on site posting anything? The amount of money generated from entry fees is incredible, yet they aren’t even covering the basics.

We are moving into a strange time where the digital revolution may not provide the marketing answers it once did. I believe there’s a lot of new, weird, and interesting stuff that can be done with karting in the future, but to not even post a picture of Travisanutto in the pits, happy to be champion as it happened... it’s beyond reproach. It’s incredibly sad that the FIA are the custodians of this sport because I believe it would be better served if it was wrestled from them.

Overwhelming Blandness in Blue

Presenters in white shirts and black trousers. Drivers pictured in front of a blue background with some logos on. Press releases as tortuous as ever, adhering to the same template used for the past 15 years. When the FIA does actually start to publish stuff the lack of innovation and originality is staggering. The FIA manages one of the most dynamic motorsports, yet they somehow make it exasperatingly dull to follow. 

With so few events in karting, especially at the elite level, there is ample opportunity to try new approaches. Instead, we are presented with the same copy-and-paste posters each time. How is someone interested in karting supposed to differentiate between events when they are all given the same graphical treatment? If I see that blue chequered-flagged background poster with a randomly selected kart yet again, I’ll lose my mind.

It seems no one is asking: why would anyone care about the drivers or the racing?

The lack of interest is evident from the streaming figures, which peaked at around 1,500 concurrent viewers for the final. There are people playing Gran Turismo on a Monday morning with comparable viewership. Club kart events often achieve better figures. Perhaps this is the maximum viewership for FIA Karting, but is anyone genuinely questioning whether it can improve? I doubt it. While PFI might fare better, it is still not reaching the level it should.

Commercial Rights Owner vs Promoter

The reason series like F1 and MotoGP receive more professional treatment is that they have commercial rights ownership. This creates an incentive to make the race promotion a spectacle that engages people. Liberty Media and Dorna are not without their faults, but their incentive structures are in place. The value of the actual brand is a crucial issue. ‘Karting’ is too generic, and ‘KZ’ and ‘OK’ are not particularly strong brand names either. They do not compete with the likes of Formula 1 or MotoGP in that respect. ‘Formula Super A’ certainly rolls off the tongue better than ‘KZ’ or ‘OK’.

Moreover, the separation between a sport’s commercial owner and its governing body can be essential to healthy growth. Governing bodies, by their nature, lack creativity. They can be bureaucratic and  bloated, focusing on enforcing regulations rather than on marketing and innovation. When they attempt promotion themselves or delegate it, the result is often bland and uninspired. It’s akin to a school rock band: it’s rock, but it’s not rock ‘n’ roll.

Whether karting can ever justify having the commercial rights to KZ or OK sold in a business model similar to F1 remains a difficult question. Currently, the KZ product attracts 1,500 live viewers on YouTube, which is virtually negligible once you exclude families and friends.

While the FIA is unlikely to go away, and although I believe karting would benefit from a different governing body, or just a major change is personal in charge, I posit a reframe of the how the championships are run and organised from a transactional point of view could provide more positive results for the drivers.

The ‘Too Many Races but Not Enough Race Events’ Paradox

One of the key aspects I explore in Motorsport Sagas is the creation of value in a race series. It’s crucial that races are neither so numerous that they become diluted and meaningless nor so infrequent that they lack significance.

Karting presents a unique situation. Although it resembles traditional multi-round motorsports like Formula 1, it actually operates more akin to the Grand Slam system in tennis and golf. This results in a rather convoluted structure.

For this discussion, I will focus primarily on KZ, as delving into all aspects would be overwhelming. KZ represents the pinnacle of karting due to its inclusion of most professional karters. It is unfortunate, though,that the traditional single-gear World Championship, which began in 1964 and has run since, isn’t what we can reference.

So, the paradox. The KZ European Championship is held over two rounds, which is evidently insufficient for developing a compelling championship narrative. Even four or five rounds fall short. An eight-round championship is the minimum required for a series to create a sense of stakes and value.

The issue is that karting events are packed with racing. By the time the Final arrives, I am often exhausted. The Final loses its ‘special’ feel, becoming just another race among many for that weekend. While viewers can mitigate this by focusing solely on the Final, the comprehensive coverage of all races means there is no time for a ‘build-up of tension.’

Thus, for a two-round championship, it feels as though there is too much racing.

What I would propose is having more weekends but with less racing at each. This approach would resemble MotoGP’s format. Although drivers might not appreciate this change, I would suggest extending the Final to around 40-50 laps, rather than the mid-20s typical now. If the event were a single-day affair, with qualifying, heats, and the Final all happening within one day as seen in Supercross, a 20-lap Final might be acceptable. However, with 3-4 days of racing and qualifying culminating in a 20-minute Final, the conclusion feels somewhat anticlimactic.

Increasing the number of championship events, with longer Finals and less racing during each event, would enhance the narrative far better than the current disjointed structure. This change would also benefit commentators, who often sound exhausted by the time the Finals arrive. Why we need qualifying and heats for a grid less than 30 is beyond me.

Race weekends need to build to a crescendo. When commentators have been at full throttle for days, it is challenging to maintain the dynamic intensity needed to create a compelling experience. The storytelling should include a clear beginning, middle, and end. Additionally, this approach would allow streamers of the events to adopt a more broadcast-like role. By reducing the streaming duration from four days to one, there would be more resources available to create imaginative and engaging content. Fourteen hours of live coverage is simply too much.

How It's Filmed – Let's Get into the Weeds!

I could write a detailed analysis of Eurosport’s coverage of karting in the 1990s. Despite its imperfections, Eurosport excelled in delivering karting as a visual spectacle, a standard that has yet to be surpassed in my opinion. I understand the constraints faced by modern streaming companies, including budgetary and time limitations, and I sympathise with the challenges they encounter.

My critique here is not aimed at those working on the streams, who all put in tremendous effort. Instead, it highlights the importance of small details in broadcast quality. Eurosport’s karting coverage was a masterclass in visual presentation.

Whoever Eurosport employed during that period was evidently exceptional. The camera work was meticulously crafted, aiming to achieve two main objectives:

1. Showcase the race.

2. Present it in an exciting manner.

Eurosport’s coverage was filled with carefully designed camera angles and static shots, all intended to make the sport appear captivating. The combination of filming some of the most spectacular drivers in the lightest and most dynamic 100cc karts contributed to this success. Compared to the heavier KZ karts of today, Eurosport was somewhat fortunate. Their coverage remains among the finest in motorsport history. While not flawless, many shots from the 1990s are truly brilliant. For now, I'll keep the analysis relatively straightforward.

In addition to the remarkable camera work, the sound design was exceptional. The audio mix was vibrant and engaging. The precise techniques used, whether involving auxiliary microphones or other methods, far surpassed the quality of current offerings. The mix of commentator volume often sat within the sound of the karts to make you feel ‘there’.

Naturally, modern safety regulations sometimes limit camera positions, which Eurosport could have bypassed. Today's streaming often favours wide shots over close tracking shots, prioritising utility and cost efficiency over dynamic presentation. This is understandable, yet it affects the overall viewing experience.

To illustrate this, consider a comparison between two shots: one from the 1995 European Super A Championship and another from the 2024 European Championship in KZ. Both shots are similar, but small differences reveal why details matter. The only notable difference from a track perspective is the tyre wall's increased height in the modern shot.

The 1995 shot is superior because the camera is positioned lower and tracks the karts closely. As they enter the chicane, viewers can see the speed of entry and the karts' movement under braking. The camera zooms in as they turn left and you can see Gianniberti’s wheel lift, adding to the visual dynamics. The karts are alive and engaging.

In contrast, the 2024 shot lacks vitality. It starts with a wider and slightly higher angle, diminishing the sense of speed. Crucially, as the karts turn into the left corner, the camera pans out rather than in, unlike the 1995 shot. This seemingly minor detail results in excessive dead space on the screen, reducing visual impact. Although a 3:4 aspect ratio can sometimes enhance dynamism, this example demonstrates why Eurosport's approach was far superior to current practices. Wide shots are suitable for race starts, but as the race progresses, a closer focus would be more effective.

These might seem like minor issues, but they reflect a broader lack of attention to detail. I am confident that RGMCC, responsible for the coverage, is highly skilled and receives positive reviews. However, given their workload, it may be unrealistic to the kind of coverage I would like. They cover dozens of races every day, which can be overwhelming.

I would, however, trade less comprehensive coverage of the events for improved quality. Enhanced broadcast elements would make the events feel more special. People can discern when extra effort is made, and this adds perceived value. Even if the practical benefits are minimal, the psychological impact of perceived value is significant.

Setting up cameras and ensuring quality is undoubtedly challenging, and I am not without my own failures in this area. However, at the level of the FIA, this should be a key focus.

It's also worth noting that YouTube, the primary platform for karting streams, is not ideal for showcasing value. It exposes viewership numbers and often highlights the lack of interest, which can diminish perceived value. Fans often mistakenly believe that free content on YouTube is the best way to attract viewers, but this is not necessarily the case. While it can help build an audience from scratch, it may also appear as a last-ditch effort to gain attention. 

Karting, in its current position, has the opportunity to add value however so it should approach these platforms as if they were high-value broadcasts, maintaining the quality of the product despite the platform's limitations.

To Be a Success in Karting Is to be a ‘Failure’: Can We Change Perception and Start to Care?

Crafting a compelling narrative is essential for creating a sense of high stakes in any sport.

The FIA’s approach to karting is severely lacking in this area, in my view. Any references to drivers who aren’t actually karting anymore undermines their own championships, with a significant amount of promotional material highlighting F1 drivers instead of karting talent. This distinction is crucial. The inference is that any success in karting beyond the age of 16 or so is a failure because you clearly didn’t ‘make it’ to cars. Any discussion of F1 or car races diminishes karting’s intrinsic value. If karting is perceived merely as a stepping stone or junior motorsport, it will struggle to attract attention and respect.

Unless the FIA makes a decisive shift soon, this perception is unlikely to change.

Several factors contribute to the difficulty in expressing and engaging with the ‘Hero’s Journey’ in karting. All the marketing strategies and innovative ideas are futile if there is no willingness to sever ties with F1. A clean break, a complete rejection of F1’s influence, especially for the elite categories, is necessary.

One radical option could be to introduce a technical and regulatory overhaul for junior karting, creating a ‘Formula 5’ category that is distinct from karting. This would involve moving young drivers into a different category and allowing karting to develop independently. Although this is an extreme measure, all options should be considered.

Getting the fans in

Karting boasts a relatively high participation base. Major events should ideally be filled with karting enthusiasts, but they often are not. I would even advocate for compensating karters to attend and support these events. People require social proof, and empty kart tracks make the racing appear less valuable. Perceived value is crucial.

It is challenging to return to the days when karting events attracted large crowds. The Superkart Grand Prix at Silverstone in the 1980s, which drew thousands, is a genuine marvel. Looking further back to the 1960s, events in Vevey and Monaco also attracted significant audiences, aided by the fact that there were fewer entertainment options at the time.

Karting has the potential to become motorsport’s counter-culture for disillusioned F1 fans. It genuinely has the capability to rival any other motorsport.

Would It Be Better Actually?

This is a question I often consider. Increased popularity often brings higher costs and more politics. Do the drivers genuinely desire this? They frequently shy away from engaging with innovative ideas that could enhance their profile and karting’s appeal, often due to fear of embarrassment or other trivial concerns.

I greatly admire Travisanutto for his willingness to race both a 100cc kart one weekend and compete in the European Championship the next. He is outspoken and defends those he believes have been wronged. Would additional attention benefit him? Does he want it? I’m unsure.

But personally, I’m driven by a desire to have a sport that I can both watch and write about.

Anyway, well done Lorenzo. You are a true karting great and hope you’re treated as such!

Champion!