• Loading stock data...
Sunday, February 9, 2025

Formula 1 Finds New Gear with ‘Drive to Survive’

  • Formula One racing has seen major growth, especially in the U.S. after Netflix’s ‘Drive to Survive’ series.
  • The popularity comes at an opportune time: F1 is coming to Miami in 2022.
Formula 1/Design: Alex Brooks

When Formula 1 returns to Florida for the Miami Grand Prix in 2022, it will have a new set of fans ignited by Netflix’s “Drive to Survive.”

The documentary series, now three seasons in, has done wonders for the popularity of F1, particularly in the United States, where racing is dominated by NASCAR.

  • Last weekend’s French Grand Prix brought in the second-highest cable audience in F1 history, with just over 1 million viewers on ESPN.
  • So far this year, F1 viewership on ESPN is up 53% compared to 2020, and 38% over 2019. 
  • Fanatics renewed its deal to sell F1 merchandise after sales grew 40% from 2020 to 2019 — they’ve grown “in the triple digits” in the first half of 2021 compared to the same period last year, according to F1. That growth has largely come from the U.S.

Netflix also made waves with its documentary series on Michael Jordan and the Chicago Bulls dynasty, “The Last Dance,” co-produced by ESPN and Jordan’s production company Jump 23. Documentaries on Tom Brady (ESPN) and the Jordan-sponsored NASCAR driver Bubba Wallace (Netflix) are among the many sports docs in the works.

Formula 1 has held the U.S. Grand Prix in Austin, Texas since 2012. The race’s host venue, the Circuit of the Americas, says its sporting events have had an economic impact of $3.1 billion on the Austin area. Next year’s inaugural Miami race is expected to bring its own swarm of economic activity.

Netflix may keep the momentum going as well: The company is in talks with F1 about a fourth season.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NFL Exec: We’re Reaching More Fans Without Spreading Too Thin

NFL media executive Brian Rolapp is bullish on the evolution of streaming.
U.S. Soccer Federation president Carlos Cordeiro (left) and Sunil Gulati (center) and MLS commissioner Don Garber (right) pose for a photo.

Billionaire Who Chaired NASL Admits He Used Burner Account to Attack MLS,..

Rocco Commisso, the Mediacom founder, compared the MLS commissioner to Harvey Weinstein.

Netflix Sports Strategy Unchanged Despite Growth: Events, Not Seasons

Shares in the company surge after a particularly robust quarterly report.

Featured Today

Brady and Mahomes

Chiefs Fatigue Is Real. It’s Nowhere Near Patriots Hate Yet

People who have covered both teams say the difference is stark.
Nov 24, 2024; Inglewood, California, USA; Philadelphia Eagles quarterback Jalen Hurts (1) celebrates with running back Saquon Barkley (26) after the Eagles defeat the Los Angeles Rams during the first half at SoFi Stadium.
February 7, 2025

How the Eagles Reinvented Championship Roster Construction

Philadelphia is one of the most innovative franchises in the NFL.
February 3, 2025

‘Ultimate Throwback’: The Unimpeachable Cool of Hartford Whalers Gear

Nostalgia and street cred have driven a consistent frenzy for merch.
January 20, 2024; Santa Clara, CA, USA; Kristin Juszczyk, wife of San Francisco 49ers fullback Kyle Juszczyk (44), before a 2024 NFC divisional round game against the Green Bay Packers at Levi's Stadium.
February 1, 2025

The New WAGs: Sports Wives Building Business Empires

Athletes’ wives and girlfriends are bucking stereotypes and cashing in.
exclusive

5 Big Sound Bites From Radio Row at Super Bowl LIX

Straight shooting from Greg Olsen, Billie Jean King, and more.
February 7, 2025

ESPN Faces Potential Exit from MLB Media Rights As Opt-Out Looms

A 35-year rights relationship now faces a very different media landscape.
February 7, 2025

Jameis Winston Eyes NFL Return, but Keeps Door Open for Potential TV..

Jameis Winston played for the Browns last season.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
February 7, 2025

How Much Longer Can Fox Sports Keep the Top-Rated Pregame Crew Together?

The three have been at Fox NFL Sunday since 1994.
Stephen A. Smith
exclusive
February 5, 2025

Stephen A. Smith Says Deal to Return to ESPN Coming ‘Very, Very..

Smith’s old contract was set to expire this summer.
Dec 29, 2024; Minneapolis, Minnesota, USA; FOX broadcaster and former NFL quarterback Tom Brady looks on before the game between the Minnesota Vikings and the Green Bay Packers at U.S. Bank Stadium.
February 5, 2025

Tom Brady Cagey About Scope of Role With Raiders

Brady was approved as a minority owner in the Raiders in October.
February 5, 2025

Disney Earnings Highlight ESPN Comeback; Iger High on NBA’s Future

Revenues and operating income grow at the ESPN parent company.