From Game to Operating System: Why the Cosworth–iRacing Partnership Could Redefine Motorsport by 2030
On August 28, 2025, iRacing announced a landmark partnership with Cosworth, the legendary engineering firm producing everything from engines to steering wheels to, pertinently for this announcement, software.
At first glance, this might sound like a “nice upgrade” for sim racers who want to feel a little closer to the action: Cosworth’s Pi Toolbox, highly regarded in professional race telemetry, will be made available to all iRacing users.
Cosworth is no stranger to the sim racing space, having already released consumer versions of some of their highly recognizable, real-life steering wheels.
But this news is far bigger than just new features for a PC sim.
Who Cares If the F1 Movie Is Inaccurate? It’s “Drive To Survive” At 18,000 RPM.
F1 is absolutely fantastic, in fact I’m rewatching it as I’m putting this article together.
Yes, you’ll spot the cracks if you’re a die-hard fan: Brands Hatch pretending to be somewhere else, the APXGP car actually a dressed-up F2 chassis (the steering wheel gives it away), and a 1990s driver improbably getting another shot at the grid.
Who cares?
Accuracy isn’t the point.
Motorsport Merch Is Lazy, And It's Costing Teams Millions
Motorsport, from Formula 1 on down, is unabashedly capitalist, in its operations, its scope, and its sheer spectacle.
At every race, the money is on display in every second of coverage. The scale may vary, but only from “kind of expensive” to “ludicrously expensive.”
Merchandise sits comfortably within that ecosystem. It’s not just a revenue stream, it’s capitalism in pure form: the sublimation of self through consumption.
For fans looking for connection, merch is the perfect outlet: an easy, visible way to say this is who I ride with.
So if the emotional buy-in is this strong, the question becomes obvious:
Why are teams still neglecting that loyalty with lazy, uninspired merch?
Ron Dennis Is the Steve Jobs of Formula 1, Here Is His Commercial Playbook
Ask anyone to name a visionary leader, Steve Jobs is never far from top-of-mind.
Far fewer, perhaps no one outside of Formula 1, would associate Ron Dennis with such a question, presuming they have even heard of him.
Nevertheless, I find Ron Dennis absolutely fascinating and his contributions to modern motorsport absolutely stand up to Jobs’s contributions to the tech industry.
Ron Dennis had a vision for how F1 teams could be better, and make no mistake, despite his unique ways (at the time) of approaching team management, his approach earned results.