Nobody can accuse Liberty Media of neglecting the fans after an emotional post-qualification interview at Senna Corner in Montreal that saw Lewis Hamilton presented with a race-worn helmet of his childhood hero Ayrton Senna.
The interview was part of a new directive to provide additional entertainment for F1 fans, and spectators at Turn 1 - named after the Brazilian F1 great - were treated to a special moment.
Mercedes driver Hamilton, who secured pole at the 2017 Grand Prix du Canada with a track record, narrowly pipped Championship rival Sebastian Vettel to the top spot, equalling Senna's tally of 65 pole positions in Formula 1.
After speaking to fans at the grandstands, the British driver was presented with a helmet worn by the Brazilian - on behalf of Senna's family - on the corner that bears his name.
Hamilton said he was "speechless" before removing the helmet from its casing and holding it up for fans to see.
"Wow," he said as he took it. "I'm shaking. Ayrton, I know for many of you was your favourite driver and he was for me.
"He inspired me to be where I am today so to receive this is the greatest honour."
The qualifying session saw Mercedes and Ferrari battle it out once again for the front row, and with track temperature at 44 degrees, conditions were perfect in Montreal.
Vettel and Raikkonen looked fast in FP3, Q1 and Q2, but Hamilton set a blistering pace on the ultra soft tyres in Q3, with Vettel coming within 0.004 seconds of Hamilton's penultimate time, before the Brit found even more speed on his final run.
Valtteri Bottas will line up behind his teammate in third place, with his countryman Kimi Raikkonen lining up in fourth.
Montreal is now the sixth most-visited F1 circuit, and is celebrating 50 years since holding its first Grand Prix.
Despite changable conditions in previous years, it looks set to be a dry race on Sunday, with temperatures reaching up to 29 degrees.
Hamilton's 2017 Montreal pole is his sixth at the circuit, and he will be fighting for his sixth win in Canada.
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