Formula 1’s Strategic Push into the American Market

Over the past five years, Formula 1 has aggressively pursued a strategic approach to captivate American fans, as F1 president and CEO Stefano Domenicali reveals in an exclusive interview with Motorsport.com. But has this strategy paid off? With a staggering 52 million F1 fans in America, an increase of over 10% since 2024, and viewership doubling since 2018, it’s clear that the numbers don’t lie.

The Rise of Formula 1 in America: A Mathematical Certainty

If Shakira were a mathematician, she would undoubtedly agree that F1 has broken into America much like The Beatles did in the 1960s. This growth is evident not only in the increasing number of fans but also in viewership, with ESPN’s live race audience doubling since 2018 and a noticeable increase in viewers for the opening five rounds of the championship this year.

Domenicali attributes this success to a targeted strategy implemented over the past five years, aimed at bringing Formula 1 closer to American fans throughout the year, not just during race weekends. This approach encompasses content, events, and new engagement platforms, all designed to cater to the diverse expectations of fans across different age groups.

The Competitive Sports Landscape in America

F1 is no longer just a sport; it’s a form of entertainment competing against other sports for consumer attention. In this highly competitive space, F1 must remain relevant all year round to maintain its edge. This year will see the release of the F1 movie, reaching new fans globally and making a significant impact in the US. Additionally, new partnerships are on the horizon, further ingraining the F1 brand with the American consumer.

Iconic American brand Cadillac is set to join the grid from 2026, further solidifying Formula 1’s presence in the United States. Aston Martin managing director of commercial and marketing Jefferson Slack offers insights into how F1 fandom has evolved in America over the years, highlighting the impact of Netflix’s Drive to Survive series on the sport’s popularity.

The Future of Formula 1 in America

John Rowady, founder and CEO of US-based sports marketing agency rEvolution, believes that F1 has become an integral part of the American sports fabric and is here to stay. With its unique global appeal, authenticity, and growing youth demographic, F1 offers a compelling alternative to established American sports like the NFL, NBA, MLB, NHL, and college sport.

While Domenicali acknowledges the challenges of competing with these established leagues, he remains optimistic about Formula 1’s potential in America. With three races currently on the calendar in the US, representing 25% of the world economy, there is certainly room for growth. The key lies in maintaining a balance between respecting American sports traditions and leveraging F1’s global reach to attract new fans and commercial partners.