McLaren's 2026 title fight hinges on mastering media narrative
Despite Lando Norris's 2025 title win, McLaren must improve its media strategy to 'under-promise and over-deliver' if it wants to successfully defend a championship in 2026. The team's experience battling Max Verstappen highlighted how controlling the public narrative can alleviate pressure during a tense fight.
McLaren must master the art of under-promising and over-delivering in the media if they find themselves in another championship battle in 2026, despite just securing the 2025 drivers' title with Lando Norris. The team's dominant constructors' performance and Norris's narrow two-point title victory in Abu Dhabi set a new benchmark, but the upcoming regulation reset presents a fresh challenge where off-track communication could be as critical as on-track performance.
Why it matters:
Controlling the media narrative is a subtle but powerful weapon in a protracted title fight. For two consecutive seasons, Max Verstappen demonstrated this by deflecting pressure onto McLaren, even when chasing. As the reigning champions, McLaren will now face intensified scrutiny. How they manage expectations publicly can directly impact the pressure cooker environment within the team, affecting performance during a high-stakes development race for the new 2026 regulations.
The details:
- In both the 2024 and 2025 campaigns, Verstappen successfully controlled the external narrative, often appearing relaxed and placing the 'chaser' pressure squarely on McLaren.
- This was particularly effective in 2025 when Red Bull's early-season struggles allowed Verstappen to publicly downplay his title chances, even as he consistently closed the points gap week after week.
- McLaren, by contrast, faced constant media questions about 'papaia rules' and maintaining a lead, which added an external layer of stress to an already intense competition.
- The team acknowledges that leading a championship makes 'under-promising' difficult, but it's a discipline required to operate from a position of strength without inviting unnecessary criticism.
Looking ahead:
The 2026 season represents a complete reset, erasing any technical advantage McLaren built. If they are to be contenders again, their approach to public communication must evolve.
- Success will depend on a balanced strategy of managing external expectations while fostering a resilient, focused internal team culture shielded from the media frenzy.
- Mastering this aspect won't make the car faster, but it could provide the mental margin needed to navigate the inevitable highs and lows of a championship fight, turning a potential weakness into a strategic pillar.