Williams has signed Logan Sargeant for the 2024 F1 season, filling all seats, despite Sargeant’s costly mistakes in the past, due to his American sponsors, the lack of a good alternative, and his recent upward trend.
‣ Williams’ signing of Logan Sargeant completes the roster for the 2024 F1 season.
‣ Sargeant’s personal sponsors bring in significant funding for the Williams team, despite his costly mistakes on the track.
‣ As the only American on the F1 grid, Sargeant’s presence is attractive to the American owners of Williams and potential American sponsors.
‣ Despite alternatives, Williams chose to renew Sargeant’s contract, hoping for his continued development and improvement in the sport.
Logan Sargeant has secured the final seat for the 2024 F1 season with Williams. It’s an interesting choice, both logical and a bit odd. Here’s why.
Williams stands to benefit from the hefty sponsorship money that Sargeant brings. The British team, surprisingly, finished seventh in the constructors’ championship in 2023. This success, largely thanks to Alex Albon, means extra prize money is rolling in.
But there’s a flip side. Sargeant’s mistakes have cost Williams big time. His crashes are estimated to have cost over $3.9 million. This means a good chunk of the sponsorship money he brought in has already been used up.
So, why did Williams re-sign Sargeant? Firstly, he’s the only American on the F1 grid. This is appealing to the American owners of Williams, investment company Dorilton Capital. Especially if they’re hoping to hand the team over to another American entity. F1 is booming in the US, and sponsors are keen to get involved. It’s likely someone will want to take over Williams from Dorilton soon.
Team boss James Vowles also likely considered the lack of alternatives. Felipe Drugovich and Frederik Vesti are rookies, and it’s uncertain if they’d outperform Sargeant. Liam Lawson might have been a safer bet, but he’s under contract with Red Bull Racing. It’s unclear if Williams could have hired him under acceptable terms.
Let’s be real: Sargeant has been showing some improvement. Williams is likely hoping he’ll develop into a points-earner. Sargeant himself acknowledges he’s still learning. He told GPblog, “I think the biggest thing for me is appreciating the level of effort that needs to go into it to be able to perform at such a level every single day.”
He added, “You can get away with on a semi-average day in junior formulas, you’re still right at the front. Whereas here, that’s not the case. So it’s about trying to constantly be able to perform at that level, day in and day out. And I think that’s been the biggest thing.” Sargeant is focusing on this for 2024.