The importance of the United States for Formula 1

Formula 1 wants to conquer the American market. For several seasons, the international governing body has been trying to establish itself in new regions in order to attract a new audience. The old continent has been a given for decades, as Formula 1 was born in Silverstone in 1950. Consequently, the competition has been turning its attention to the Gulf and the United States in recent years to increase its appeal.

If Formula 1 has been racing in the North American country since 1959 (the format was held in Florida), it has not established itself as a major sport in the land of Uncle Sam. However, a new interest seems to be evolving in the United States in recent years.

A new strong identity

Since 2012, the United States and F1 have been working on a revival. After a five-year absence, the United States Grand Prix made its comeback. For the first time, it was held at the Circuit of the Americas in Austin. From that moment on, the impact and presence of the new continent were felt. 10 years later, in 2022, a new GP took place in the United States, the one in Miami. Finally, in 2023, Las Vegas will also have its race, bringing the total to three races per season in the same country and five on the same continent.

Formula 1 has also managed to find a new fan base. Viewership has increased (an average of 100 million viewers across the continent throughout the season). In 2016, the American team Haas joined, sponsorships increased (with over half coming from the United States) and finally, in 2023, an American driver, Logan Sargeant, was added to the grid. Additionally, the official broadcaster of the competition, Liberty Media, is an American company.

The importance of new platforms

The arrival of Netflix has greatly changed the media landscape of Formula 1, both in the United States and around the world. The series “Drive to Survive” has reignited public interest in this sport. In 2019 alone, the show had been viewed over 400 million times. With every release of new seasons, the series consistently ranks in the Top 3 most watched formats on the platform. As a result, this series has attracted an audience often unrelated to car racing.

Today, Formula 1 is the 4th most watched sport in the world. The average number of viewers ranges between 60 and 70 million per race. Furthermore, in some countries, this program is paid, making it inaccessible to the general public. In comparison, during the “final” between Verstappen and Hamilton in 2021 in Abu Dhabi, 109 million viewers watched the race. In the same year, the Super Bowl, which is one of the biggest global events, only garnered an additional 3 million viewers.

With this increased fame, the broadcasting channel ESPN has raised its agreement from 5 million dollars per year a few seasons ago, to an annual range between 75 and 90 million dollars. The details of the next contract have not yet been leaked.

The truth of the field

In terms of attendance at Grand Prix races, the United States has also made progress. For the second consecutive year, 430,000 people attended the weekend in Austin. In Miami as well, the success was quite significant. Just on Sunday, 270,000 spectators attended the event. In Las Vegas, the figures should be handled with more caution. The race setting greatly influences ticket prices and therefore the attendance.

In addition to the number of spectators, these Grand Prix races in the United States attract a lot of public figures. For the 2023 edition in Miami, Madelyn Cline, Brooklyn Beckham, and Madison Bailey, among others, were present. For the race in Las Vegas, significant personalities are also expected to attend.

A more carefully crafted communication

The veil has been lifted between Formula 1 and the public. Originally, this sport is very discreet. The drivers are not known for being very expressive about their personal lives, and the teams keep their development secrets closely guarded. However, social media has contributed to humanizing motorsport. Many videos are posted by the teams, and there is great communication.

The drivers are also less distant. For example, Lando Norris, Charles Leclerc, and even Max Verstappen do live streams from their home simulators. This humanization is also found in the Netflix series. We learn more about their daily lives and their conditions as drivers.

An American constructor wants to enter F1

Certainly the biggest symbol of this Formula 1 resurgence is Andretti’s desire to enter Formula 1. The racing team is determined to join this exclusive circle and become the 11th team on the grid. Michael Andretti is looking to partner with General Motors and their Cadillac division to form a 100% American garage.

Through this partnership, Andretti hopes to continue tapping into the American market. An argument that is also highlighted in negotiations with Formula 1 to facilitate an agreement.

The American market is expanding rapidly, but there is still room to further expand this market.