Formula 1’s Surge in the U.S. Market: A Strategic Triumph
In a remarkable pivot over the last five years, Formula 1 has successfully penetrated the American market, revealing a robust growth trajectory under the leadership of CEO Stefano Domenicali. Recently disclosed figures indicate that the sport has cultivated a fan base of 52 million in the United States, reflecting a more than 10% increase since 2024, with half of these fans having joined the community within the past five years.
Viewership metrics corroborate the series’ ascendance: ESPN’s live audience for F1 races has doubled since 2018, with a marked increase in viewership across the initial five rounds of the current championship season. Domenicali articulated, “F1 has never been stronger globally, and the growth in the United States has been one of the main drivers of our development in recent years.”
The strategic approach involves continuous engagement with American audiences through content, events, and novel engagement platforms—not merely during race weekends. As Domenicali noted, “We must be respectful of highly established U.S. sports,” underscoring the importance of differentiating the Formula 1 experience in a landscape defined by its domestic rivals.
Domenicali also highlighted upcoming initiatives, including a new F1 movie slated for release this June and the anticipated integration of Cadillac into the sport by 2026. This integration exemplifies F1’s commitment to cultural relevance in the U.S. market.
Aston Martin’s managing director of commercial and marketing, Jefferson Slack, emphasized the transformative role of Netflix’s "Drive to Survive," stating, “It has had a global impact but is especially important in the United States,” contributing significantly to the sport’s appeal among younger demographics. Slack reported that, ideally, “F1 is cultivating a fanbase that is younger than traditional U.S. sports leagues, focusing on Gen Z and Gen Alpha, crucial future consumer segments.”
Commercial partnerships are on an upward trajectory as well, with American brand involvement doubling since 2018. Spomotion Analytics reports that the number of American partners reached an all-time high of 115 in 2025, illustrating the sport’s burgeoning relevance among U.S. brands. However, signs of a stabilization in partnership growth could indicate a plateau following rapid expansion.
Despite the impressive rise, F1 faces hurdles in "fan monetization," particularly in merchandise accessibility relative to established American sports leagues. As stated by industry observers, the aspirational nature of the F1 brand may alienate potential fans desiring a more approachable and experiential connection.
In light of its ambitious American strategy, Domenicali acknowledged the need for continual growth, asserting, “The last five years have shown what is possible, and we have merely scratched the surface.” As F1 navigates the expanding landscape of American sports, its ability to sustain engagement and appeal to new demographics will determine its enduring presence in the country’s competitive sports ecosystem.
