According to the Boost founder, spending money in Formula 1 would be a “crowning moment” of his decades of investments in motorsport around the world.
However, his bold plan for a Red Bull-inspired F1 program depends on Boost spreading its wings in European and Asian markets, something he believes the telecommunications company is planning in the near future.
“I have a dream that one day I will see the Boost brand on an F1 car,” said Adderton in an interview with Greg Murphy for Repco’s The Garage New Zealand.
“That would be the crowning moment for me. To see what Red Bull has achieved [in Formula 1]… we will continue to counter this. That is the culmination of what we want to do.
“We hope to roll out Boost across Europe and some of these other markets as well as Asia, which would then give us that opportunity.
“Formula 1 is big in Australia and America, but you can’t justify it when you have a global brand in Europe too.”
Adderton’s outspoken nature has helped him gain notoriety with Supercars fans in recent years, especially through his unrestricted social media presence.
However, he is by no means a newcomer to motorsport, as he played a key role in the formation of the Australian Super Touring Championship in the mid-1990s.
Over the years he has spent money in a variety of disciplines including NASCAR, IndyCar, MotoGP, Motocross, and Supercars.
He also recently led an offer to buy supercars from Archer Capital that reached the last two before missing out on a TLA / ARG joint venture.
His current spending on supercars includes main sponsorship for Brodie Kostecki’s Erebus Holden and James Courtney’s Tickford Ford, as well as the sensational wildcard entry Greg Murphy and Richie Stanaway will drive in December’s Bathurst 1000.
Boost had also signed up to sponsor the Gold Coast 500 naming rights before that event was canceled due to the pandemic.
As for the future of its Supercars spending, including the two regular Boost-backed field entries, Adderton says it will depend on what the new owners offer sponsors.
“At Boost we sit back and wait for the new owners to come and introduce ourselves,” he said.
“Is it 12 rounds, is it 14 rounds? What to do with the calendar What are you going to do on the digital side?
“What I want to see is what the new owners will do and I give them the benefit of the doubt.
“If they can present us with a plan that we are excited about, then of course Boost will be there.
“But if we look at this and hold on, it won’t work, then you have to sit back and wait.”
Adderton stressed that his current reluctance to raise funds for the category is not a mess with sales results and that he would have expected other sponsors to do the same if his offer had been successful.
“If I bought it, I would expect everyone to say, ‘Okay Adderton, what are you going to do with it?’ before [they] Invest millions of dollars in your ideas. “
