There was a time when being a Formula 1 fan in the United States felt like belonging to a secret society. Following the sport required effort. Races were held abroad, often at inconvenient hours for US viewers. The rules were a maze, and the emotional connection was difficult for many Americans to make with helmeted drivers seen as untouchable and elitist. Some races seemed dull as well, with high speeds on twisty circuits making passing a sport in itself.
Formula 1 started in England in 1950, but it took until 2012 for the first “modern” Grand Prix to arrive in Austin. Convincing media outlets that anyone would be interested was a gamble, with even the coverage packaged in a trendy masculine fashion to make it sellable.
Fast forward to today, and Formula 1 in the US is experiencing a surge in popularity. Over 1.3 million Americans watch each race, showing a 135% increase from 2018. Sponsors like Walt Disney and Oracle are expected to surpass €3 billion in revenue by 2026. Weekends at the races have turned into a sort of Davos on hot tires, where finance, tech, and banking industries mingle. Celebrities like Beyoncé have added to the appeal, and films like “F1” have garnered attention and Oscar nominations.
In October, Apple announced a five-year broadcast partnership with F1 starting in 2026, aiming to go beyond just airing the races. Along with Apple TV, the company will promote F1 through its News, Maps, Music, Sports, and Fitness platforms. Additionally, five races will be shown in IMAX theaters across the US this year as part of the collaboration.
“The driver behind the helmet is now part of the culture,” sums up Vincenzo Landino, founder of the Substack newsletter “Business of Speed.”
As new brands like Audi, Cadillac, and Ford join the F1 lineup to challenge the likes of Mercedes and McLaren, the sport is undergoing significant regulatory changes to introduce more unpredictability to the results. This season brings a pivotal moment in F1 history with new rules focused on sustainability and a balance between internal combustion and electric power.
The sport’s growing accessibility and relatability have attracted a diverse fanbase, with female viewers playing a significant role. Partnership with brands targeted at women and a focus on driver stories have contributed to increasing viewership.
As the F1 landscape evolves and American interest grows, with the addition of new teams like Cadillac, the future of the sport looks promising. The F1 show continues to captivate audiences, promising an era filled with excitement and change.
