The 77th edition of the SJA British Sports Awards – the longest-established awards of their kind in Britain – will take place on Tuesday, November 11, 2025; for the second consecutive year, the Awards will be announced live on Sky Sports News; SJA members are invited to VOTE NOW to decide the big three prizes on offer; our SJA Academy members are making their cases for the awards…
BUDAPEST, HUNGARY – AUGUST 03: Race winner Lando Norris of Great Britain and McLaren lifts his trophy on the podium during the F1 Grand Prix of Hungary (Photo by Clive Rose/Getty Images)
By JOSEPH TERRY
Lando Norris has matured into a bona fide F1 championship contender and face of the sport in Britain.
The McLaren driver is now more confident he deserves such plaudits, whilst holding onto the honesty which once defined him, previously misjudged as self-inflicted self-doubt.
Part of a team that defended their Constructors’ Championship with six races left – matching Red Bull’s dominance from 2023 – Norris is setting out to prove he can sustain a title charge.
The 25-year-old has tidied up his race form trouble this campaign, invalidating claims that his driving style is one-dimensional, reliant on hotlap pace.
Having already bested last season’s podium tally and ridding himself of costly finishes that would collapse any title dream, just two non-podium scores can be attributed to the Bristolian in Canada and Saudi Arabia.
Even then a fightback Grand Prix effort in Jeddah from tenth to fourth, after crashing out of Q2, demonstrates race IQ the pace of his MCL39 aside.
And for those maintaining Norris is still not the finished article, he has embellished his hotlap party trick – currently matching his 2024 performance of six races which secured the Fastest Lap award last season.
When his rivals win pole position, Norris places within the top three more often than last year, showing consistency in his Saturday performances even when pole is out of reach.
Although numbers are intrinsic to deciding and defining success in Formula 1, what Norris has also done is bring the sport to a younger, new audience.
Interviewed for the front cover of British Vogue this September he said: “I want to enjoy my life and have fun and share it with others, that’s the priority.
“Priority number two is to try and win the championship.”
Comfortable to be called one of F1’s leading men, it seems Norris has understood that to be authentic within the chaos of extensive media attention is a strength.
The given stereotype of a stern, combative championship-contending superstar admitting his mum is the most nervous during races is a down-to-earth profile and reflects a former British McLaren symbol.
Whilst Jenson Button’s cheeky character and confidence offered itself through dry wit, Norris presents as a reflective, motivated, and authentic individual aware of his potential and position.
All this character examination, part of the extensive media attention outlined earlier, is important.
Gone are the days when a leading face of the premier four-wheeled class was defined solely by world titles.
Arguably ever since Jackie Stewart’s safety campaign, character has principally defined legacy.
Therefore, Lando Norris deserves this award not for his performances on track, although these help him no doubt.
Norris deserves this award having styled himself as a fresh-faced icon for a new generation of British F1 fans, comfortable to be his own man.
Joseph Terry is a member of the SJA Academy for media professionals starting their careers. Click here to join.