Formula 1 Achieves Major Success in the United States Market

According to Motorsport.com, Stefano Domenicali, Formula 1 president and CEO, revealed that the racing sport has achieved significant growth in the United States — with fan numbers reaching 52 million people.

F1’s Growth in the United States

Significant Fanbase Expansion

The strategy implemented over the past five years has successfully approached American fans through various platforms — including digital content, events, and year-round engagement programs. This effort has resulted in Formula 1’s fanbase in the U.S. growing exponentially, with a remarkable increase in visibility and support.

Key Strategies Behind Success

Several key strategies have driven this success, including increased television coverage, digital marketing, and engaging local fans through events and partnerships. These efforts have paid off with impressive numbers, including the successful premiere of a Formula 1 movie this year and the renewal of the popular “Drive to Survive” Netflix series for its eighth season.

Impact of Digital Content and Engagement

Increased ESPN Viewership and American Interest

One of the most notable successes has been the doubling of ESPN viewership for Formula 1 races. This indicates growing interest in the sport, especially among younger audiences, a demographic that has been traditionally underrepresented in motorsport.

New Partnerships and Collaborations

The rise in interest from American fans has also attracted American brands. Partnership numbers have doubled since 2018, reaching 115 partners this year. In addition, notable companies, such as Cadillac, will be entering the sport as a new team starting in 2026. This marks a historic shift, with Ferrari now having an equal number of partners from the U.S. and Italy.

The Future of Formula 1 in the U.S.

Cadillac’s Entry and Growing Brand Presence

The entry of Cadillac as a new team in Formula 1 starting in 2026 will be a game-changer, further solidifying the sport’s presence in the United States. With new teams and growing sponsorship, F1’s future in the U.S. looks brighter than ever.

A New Demographic for Formula 1

Jefferson Slack, Aston Martin’s commercial director, highlighted the shifting demographics of American F1 fans, with a much younger average age of 32-35 years compared to traditional U.S. sports leagues.

“I have meetings all the time with guys like me and ask if they like Formula 1. An American guy will say: ‘No, I don’t really follow it, but my college-age daughter loves the sport, so we watch it together,’” said Slack.