'I didn't deal with it very well' - Norris on handling social media

Lando Norris has opened up about the pressures of Formula 1 fame, admitting he "didn't deal with it very well" as he adjusted to life in the spotlight.

Speaking to Axios Media Correspondent Sara Fischer at the Axios x The Race Cannes Lions panel, 'Full Throttle Fandom', the reigning world champion reflected on the challenges that came with becoming one of racing's biggest stars after joining F1 in 2019.

Norris said the attention that came with his rise to fame was difficult to manage, particularly on social media.

"I'm one who cares a lot about people's perspectives of me. Whenever I saw something that wasn't positive, it would affect me quite a bit," he said.

"I kind of had to deal with that for a few years and I didn't deal with it very well."

Norris said criticism intensified during difficult periods on track, particularly at the start of the 2025 season when he felt he was "getting a lot of crap from a lot of people" and being told he was letting McLaren down.

He explained that much of the pressure came from a desire not to disappoint the people around him.

"I want to perform for everyone who supports me," Norris said. "I never want to let my fans and my supporters down. So there's this pressure from all angles."

Norris described F1 as "a big circle", with success on track helping attract more fans, supporters and partners to the team.

"The better I can go out and do, the more fans, the more supporters, the more partners we can get on board," he said. "But that's a tough job to do."

Partners, not sponsors

McLaren chief marketing officer Louise McEwen said that an interconnected approach is central to how the team operates.

"I think that's what makes McLaren quite unique actually in how we build our partnerships," McEwen said. "They are definitely not sponsorships. We're not allowed to use that word because ultimately they mean so much more."

McEwen said that at McLaren, the business side of the team is built around the same goal as the racing side: performance.

"We have to be as competitive on track as we are off it," she said.

Norris said winning the world championship has fundamentally changed his mindset.

"I feel like I've come out the other side feeling obviously a lot more confident because of how last year went," he said.

"Now, no matter what situation I'm in, I can just go, 'Well, I did it last year and I came out on top'."

That confidence has helped him cope with the demands that come with competing at the front in F1.

"I just feel pressure from everything," Norris admitted.

McLaren's focus on performance also shaped the team's approach to F1's major 2026 regulation overhaul.

Norris revealed the team knowingly sacrificed some preparation time for the new regulations because it wanted to be fully committed to its 2025 championship campaign.

"Some of the teams last year who were a bit out of the fight could shift a lot more focus to this season," Norris explained.

"We had a big fight on last year and we're proud to say we're world champions.

"But we knew that would make the start of this season a little bit tougher because we're just a couple of months behind everyone."

McEwen said F1's rapid growth means McLaren is now engaging with an entirely new generation of supporters, with half of its audience having entered the sport recently.

"50% of my audience is brand new," she said. "I'm marketing to a completely different demographic of people."

The challenge, she said, is connecting with fans who consume sport differently and may never attend a race in person.

"Only 1% actually ever go to a track in their lifetime," McEwen said.