Formula 1 Strengthens U.S. Position Amid Growing Fanbase and Partnerships
Miami, FL — Formula 1 (F1) has seen significant growth in the United States over the past five years, with 52 million fans across the country, reflecting a 10% rise since 2024. Stefano Domenicali, CEO of F1, attributes this success to targeted strategies designed to engage American audiences year-round, from live races to digital content.
Domenicali stated, “F1 has never been stronger globally, and the growth in the United States has been one of the main drivers of our development.” Viewership statistics bolster this claim, with ESPN reporting a doubling of its live race audience since 2018 and continued increases across the current championship season.
American engagement goes beyond viewership. Partnerships are flourishing, particularly with American brands, as the number of U.S.-based sponsors has more than doubled since 2018. Bjorn Stenbacka from Spomotion Analytics revealed that 115 U.S. partnerships were recorded in 2024, matching that number in 2025, with expectations for further growth.
F1’s strategic plan emphasizes maintaining cultural relevance and appeal in a competitive entertainment landscape. Notable initiatives include a forthcoming movie set to release in June and Cadillac’s entry into the grid, marking a significant milestone for American representation in the sport.
Jefferson Slack, Aston Martin’s managing director, remarked on the transformative impact of the Netflix series Drive to Survive, stating it has engaged younger demographics, particularly college-age viewers. “The sport has gotten younger; it’s become more popular,” he noted, highlighting the importance of connecting with future consumer bases.
John Rowady, CEO of rEvolution, echoed this sentiment, explaining that F1 has successfully integrated into American sports culture, describing it as a “global super league” that thrives on authenticity. “Now that the sport has re-entered the American market in an authentic way, fans are connecting,” he stated.
However, F1 faces challenges in monetizing its brand in the U.S., where sports leagues offer more accessible engagement opportunities. As Stenbacka observed, while F1 is reaching a plateau in U.S. partnerships, its brand remains largely aspirational, potentially alienating broader audiences.
Domenicali emphasized respect for established U.S. sports while maintaining that F1 offers a unique proposition with 24 races across 21 countries, a breadth unmatched by domestic leagues. The CEO remains ambitious about F1’s potential, stating, “We are only just getting started.”
As F1 continues to capitalize on its U.S. momentum, stakeholders are keenly observing how its strategies evolve and the implications for the future of motorsport in one of the world’s largest sports markets.
