Formula One has undergone an astonishing transformation in the US, evidenced by its three sellout races, a massive new Apple TV deal, and an unprecedented partnership with Disney at the Las Vegas Grand Prix. Once a niche sport, F1's market value has tripled to $24 billion since 2017, largely fueled by a strategic shift to engage new, younger, and more diverse American fans.
Formula One's unprecedented surge in popularity in the United States is vividly showcased by the Las Vegas Grand Prix, where even Mickey Mouse led fans down the pit lane, symbolizing an extraordinary partnership with Disney. Once a niche sport, F1 now boasts three sellout US races and has secured a staggering $160 million-per-year TV rights deal with Apple, reflecting its burgeoning prosperity. Since Liberty Media's takeover in 2017, the number of US sponsors has nearly tripled, and F1's market value has soared to $24 billion. This resurgence is attributed to a conscious strategy led by CEO Stefano Domenicali, focusing on year-round engagement with American culture and fans. The sport is successfully attracting a coveted demographic: 47% of new US fans are 18-24, and over half are female, drawn in by spectacles, entertainment, and content like 'Drive to Survive.' Celebrities like Toto Wolff are now recognized on US streets, and US brands like Cadillac are joining the grid. Despite some criticism regarding the marginalization of European heartlands, F1's strategic bet on the US market is paying off, transforming it into a cultural phenomenon and proving that for F1 in America, 'the sky's the limit.'
