SILVERSTONE, England — In a season of often mundane racing, the one time Lewis Hamilton can hope to grab the attention of home Formula One fans is the British Grand Prix.

On Sunday, that will be a whole lot harder.

Down in London, England's cricketers will be contesting their first men's World Cup final in 27 years.

And taking place at the same time near the British capital will be the men's final at Wimbledon.

Hamilton, the reigning F1 champion and current championship leader, is not happy he has to share the limelight with so many other sports.

With the trio of big events, the clashes are proving even more problematic than last Sunday when three soccer finals were played on three continents in different time slots: the Women's World Cup in France, the Copa América in Brazil and the CONCACAF Gold Cup in the United States.

"I don't understand why the organizers put the race on the same day as all these other big events," Hamilton said Thursday at Silverstone, discussing the Cricket World Cup and Wimbledon finals. "I hope in future they (don't). This is such a special weekend it needs the focus of the whole country. People will be switching between channels on Sunday not knowing what to watch."

Channel Four, the free channel showing the British Grand Prix, landed late rights to show England play New Zealand and will squeeze the racing around coverage of the cricket final. During Hamilton's bid for a record sixth home race win, cricket coverage will switch to a secondary channel.

"I come here to raise the flag and do the country proud," Hamilton said. "It's such a privilege to be here. The British Grand Prix is the most special of the year. The sheer magnitude of it, how many people come here. It's a special weekend, there's excitement, adrenaline.