Photo credit: www.autosport.com
“In the last five years, we have adopted a focused strategy to connect Formula 1 with American fans,” stated F1 president and CEO Stefano Domenicali in a conversation with Autosport regarding the series’ expansion in the USA.
Is this strategy yielding results? If Shakira were a statistician, she might agree that the evidence speaks for itself, suggesting that F1 has penetrated the American market much like The Beatles did in the 1960s.
Current data indicates there are around 52 million F1 fans in the United States, marking an increase of over 10% from 2024, with notable engagement from fans who have joined the series in just the last five years.
Viewership figures are also climbing; while ESPN may not maintain its status as the host broadcaster for much longer, its audience for live races has doubled since 2018, with significant growth noted in viewership during the initial five races of the current championship season.
“F1’s global strength is unmatched, and growth in the U.S. has been a key factor in our advancements in recent years,” Domenicali emphasized.
“Our strategy has consistently focused on offering fans what they desire, presented in formats that resonate with them. It’s important to remember that we aren’t just participants in the sports arena; our expansion and reach compel us to compete with various forms of entertainment as well.
“We inhabit a fiercely competitive landscape where different demographic groups engage differently and expect varied interactions with brands and entertainment.”
“Maintaining year-round relevance for F1 is crucial. This year, the upcoming F1 movie release is set to create a significant milestone, expanding our reach to new audiences globally, particularly in the U.S.”
“Additionally, new partnerships are on the horizon that will further entwine our brand with American consumers, exemplified by Cadillac’s entry into the grid in 2026. Cultural relevance is central to our strategy.”
This comprehensive approach also involves the ten teams currently racing, and Jefferson Slack, managing director of commercial and marketing at Aston Martin, offers valuable insights into the evolution of F1 fandom in the U.S., recalling the challenges of the infamous 2005 Indianapolis race where only six cars participated due to safety issues.
“The U.S. market has finally been reached. Growing up in America, F1 was rarely part of the mainstream conversation,” Slack remarked.
“I distinctly remember the Indianapolis race when the decision to withdraw a majority of cars was made. It was clear that such events wouldn’t engage an American sports audience accustomed to the world’s best offerings.”
So, what has shifted the perception of F1 in America? According to Slack, the influence of Netflix, particularly through the series “Drive to Survive,” has been monumental.
“The ‘Drive to Survive’ phenomenon has resonated globally, but its impact in the United States is particularly noteworthy. The demographics have shifted, introducing a younger, more enthusiastic fanbase,” he explained.
“In conversations, I’ve found that while many older fans might not be as engaged, younger viewers—like college students—are fervently following the sport, often in tandem with their families.”
Domenicali mentioned Cadillac’s forthcoming involvement and the significance of the F1 film, while Slack pointed out the essential role of “Drive to Survive,” which is confirmed for an eighth season. John Rowady, founder and CEO of the U.S.-based sports marketing agency rEvolution, emphasized the synergistic relationship among these elements in cementing F1’s place in America.
“This development signifies that F1 has woven itself into the tapestry of American sports, and it’s here to stay,” said Rowady.
“It represents a truly international ‘super league,’ offering fans an inclusive experience without displacing traditional sports. American sports enthusiasts tend to value authenticity, and now that F1 has reintegrated into the American cultural conversation in a genuine manner, fans are actively engaging and exploring.”
The model F1 has implemented, featuring three grand prix events each season in the U.S. alongside Miami and Las Vegas, has successfully attracted both fans and American brands.
“As a technology-driven enterprise, our success hinges on our technological capabilities. By presenting companies with a global platform, we stand out in the crowded sports market,” Slack stated.
“It’s crucial we leverage this opportunity while also ensuring effective fan engagement initiatives to sustain interest. Initially, the results have been markedly positive.”
“The ongoing global economic fluctuations may pose challenges, yet the sport continues to flourish. Notably, out of the top 100 technology firms, approximately 50 to 75 are involved in F1—a figure not observed in any other global sport.”
Thanks to F1’s surge in popularity, American companies are keen to capitalize on this growth by forming partnerships with the teams or the championship itself, with the number of partnerships reaching an unprecedented level.
“Since 2018, American partnerships have more than doubled,” shared Bjorn Stenbacka of Spomotion Analytics. “In 2024, we noted a record high of 115 partnerships, a figure that’s expected to grow in 2025 with more alliances on the horizon.”
“However, the rapid expansion observed over recent years seems to be stabilizing, indicating a plateau in the number of U.S. partnerships.”
“Considering brand reach, Ferrari serves as a prime example: traditionally, Italy was the primary market for partnerships, but last year, the U.S. surpassed Italy, marking a significant shift.”
The adage ‘build it and they will come’ could aptly summarize the burgeoning interest and concurrent brand partnerships in F1, complemented by the establishment of a permanent Las Vegas venue to parallel the annual grand prix.
“This dynamic landscape has rendered Formula 1 increasingly appealing to American commercial partners, who recognize the sport’s potential for connecting with a diverse, expanding audience, alongside access to a unique global network that hosts 24 races in 21 countries—a truly unmatched opportunity,” Domenicali remarked.
As Stenbacka noted, the influx of U.S. brands has started to plateau, suggesting a potential slowdown in the sector’s growth.
What might the future hold for F1 in America as it competes with established major leagues like the NFL, NBA, MLB, and NHL—alongside college sports and other racing competitions?
“It’s not an either/or scenario,” Slack commented. “The NFL is a stellar sports business model, but it remains very U.S.-centric. In contrast, we are leveraging a global platform—F1 can engage almost every critical market worldwide, something American sports leagues are unable to do.”
“Having three races in the U.S. strikes the right balance, but considering that this region represents 25% of the world economy, it’s feasible to host additional races from a financial perspective.”
While Domenicali continuously emphasizes a “targeted strategy,” he recognizes the importance of honoring the heritage of established American sports.
“We must acknowledge the legacies of well-established U.S. sports,” he said. “In a season, we may host 24 events, contrasting with other sports where teams compete weekly. The competitive offerings differ.”
“Our objective remains to foster our growth, nurturing our enthusiastic fanbase alongside our fruitful commercial partnerships, while being ambitious about what we can accomplish. The last five years have illustrated our potential, and I truly believe we can achieve cultural heights unattainable by other sports, along with a unique commercial proposition globally. We cherish racing in the U.S.; the passion of the fans is extraordinary, and we’re just at the beginning.”
Rowady highlighted the aspects where F1 still faces challenges relative to long-established American sporting institutions.
“Direct comparisons with legacy U.S. sports leagues, which are deeply rooted in local communities and traditions, often undermine the evaluation of F1’s impressive performance in the U.S.,” he noted.
“The key narrative driving F1’s growth trajectory lies in its demographic engagement. Unlike the major four leagues, F1 has fostered a younger fanbase, particularly targeting 16- to 24-year-olds, including many female fans.”
“Currently, the average age of an F1 fan in the U.S. ranges from 32 to 35, which is considerably younger than the NFL’s average age of 50, NBA’s 42, MLB’s 57, and NHL’s 49. F1 has successfully attracted Gen Z and Gen Alpha, who represent the future of American leadership and consumerism.”
“Moreover, with the increasing involvement of American firms via sponsorships and commercial initiatives, we are witnessing a shift towards leveraging the American economic momentum for growth. The sporadic U.S. engagement with F1 prior to 2018 is in the past.”
“However, barriers still exist regarding fan monetization, as compared to the offerings of U.S. sports leagues. Accessibility to licensed merchandise and varied entertainment experiences remains limited or priced out of reach for many fans.”
“While F1’s aspirational brand aligns well with American culture, it often appears unapproachable for the broader public, creating challenges in building the same scale of audience seen in other leading U.S. sports leagues.”
Source
www.autosport.com