• Loading stock data...
Thursday, October 16, 2025

Formula 1 Stokes Growing U.S. Audience

  • Formula 1 has seen major growth in the U.S. following Netflix’s ‘Drive to Survive.’
  • The race series is eyeing a third U.S. location.
Formula-1
Jerome Miron-USA TODAY Sports/Design: Alex Brooks

As it negotiates its next set of media deals, Formula 1 can now credibly say that it has awakened the sleeping giant: the U.S. market.

The global racing series, which took in $787 million in Q4 2021, has seen its popularity accelerate since the release of Netflix’s “Drive to Survive” and is now looking to build on that momentum. 

“It’s really not just ‘Drive to Survive,’ I think the value proposition of Formula 1 in the U.S. has clearly grown exponentially from the last time we did a [media] deal,” F1 director of media rights Ian Holmes told Front Office Sports.

  • F1 said it has over 36 million fans in the U.S., one of its fastest-growing markets.
  • Globally, the company said 445 million people watched at least one race in 2021, a 3% uptick year-over-year, led by China with 70.8 million unique viewers.

Tripling Down?

Last October’s race in Austin, Texas, had 400,000 fans in attendance – the most among all 2021 F1 races, and way up from 2019’s 268,000 fans, according to F1.

Miami will see its first race in May, and F1 is eyeing a third U.S.-based contest.

“If we do end up with a third race in America, and you add in Canada, Mexico, and Brazil, suddenly you have six events in the Americas time zones, and that starts to slightly change the emphasis of the championship,” said Holmes.

Holmes acknowledged reports that F1 is looking at a possible race in Las Vegas, while adding, “Who wouldn’t want to race in New York?”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 15, 2025; Montreal, Quebec, Canada; Mercedes driver George Russell (63) and Mercedes driver Kimi Antonelli (12) celebrate their first and third place at the F1 Canadian Grand Prix at Circuit Gilles-Villeneuve.

Mercedes F1 Team Rides With Russell, Antonelli Despite Verstappen Link

Russell took the Formula One seat at Mercedes in 2021.
Florida State defensive back Renardo Green (8) tackles Miami running back Mark Fletcher Jr. (22) during a college football game Saturday, Nov. 11, 2023, at Doak Campbell Stadium in Tallahassee, Florida.

Miami–Florida State Rivalry Heats Up With Priciest Ticket in CFB

The get-in price for Saturday’s matchup in Tallahassee is more than $300.

UEFA Delays Overseas Matches Ruling As LaLiga Miami Game Looms

Barcelona-Villarreal is scheduled for late December at Hard Rock Stadium.

Featured Today

May 25, 2025; Indianapolis, Indiana, USA; Derek Jeter walks the red carpet on Sunday, May 25, 2025, ahead of the 109th running of the Indianapolis 500 at Indianapolis Motor Speedway

The Players’ Tribune Is Still Kicking 11 Years Later

Founder Derek Jeter is still closely involved in the publication.
Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive
October 10, 2025

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Paul Cartier
October 5, 2025

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Oct 10, 2025; Phoenix, Arizona, USA; Las Vegas Aces center A'ja Wilson (22) celebrates with teammates after game four of the 2025 WNBA Finals at Mortgage Matchup Center.

WNBA Finals Draws 1.5M Viewers, Second-Highest Series on ESPN

The four-game series averaged 1.5 million viewers.
Micah Parsons
exclusive
October 14, 2025

NFL Scorigami Creator Blames Glitches on Twitter Platform Changes

The bot has been glitching all NFL season, and fans have noticed.
MLS
October 14, 2025

MLS Publishes Unchecked AI-Generated Game Recaps

Humans are not reviewing the articles for accuracy.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Sep 5, 2025; Flushing, NY, USA; Carlos Alcaraz of Spain and Novak Djokovic of Serbia embraces after their match in the semifinal of the men’s singles at the US Open at Arthur Ashe Stadium in Billie Jean King National Tennis Center.
October 13, 2025

Six Kings Slam Returns With Record $6M Prize, Netflix Deal

The Six Kings Slam is held in Riyadh, Saudi Arabia.
Mar 5, 2023; Dallas, Texas, USA; A view of the NBA logo and NBA app logo and basketballs in front of the base during warms up before the game between the Dallas Mavericks and the Suns at the American Airlines Center.
October 13, 2025

NBA Will Take Over League Pass After WBD Divorce

The league now has full operational control of those media assets.
Aces
October 10, 2025

WNBA Finals Most Viewed In 25 Years Despite Possible Aces Sweep

Games 2 and 3 have averaged more than 1.2 million viewers.
Spectrum
October 10, 2025

ESPN Streaming Service at Core of New Spectrum Plan

The No. 1 U.S. distributor further blends linear and streaming TV.