F1 gains ground in U.S.; Miami event sold out
Michael Jordan, David Beckham and The Rock are among the celebrities expected to flock to Formula One's first Miami Grand Prix as the sport's popularity in the U.S. surges into new realms.
After a series of failed attempts to break into the American market in the 1980s, the country looked a lost cause for the world's most popular motor racing series, with fans preferring the familiar names of NASCAR and the domestic Indy-car open-wheel series.
Yet many in F1, including seven-time world champion Lewis Hamilton, believe times have changed.
“Growing up knowing how amazing the sport is and seeing that there was still quite a disconnect between the U.S. and the rest of the world in terms of the passion for this sport, it's really amazing to see that we've cracked it and there's a growing love in the States,” said Mercedes driver Hamilton.
The Miami race, which rapidly sold out, is the fifth round of the season and, along with the long-established race in Austin, Texas, it is one of two in the United States this year.
In 2023 there will be three, with Las Vegas debuting.
Austin drew the biggest F1 crowd of the season last year, with a total three-day attendance of 400,000, and the sport is benefiting from the success of the Netflix series Drive to Survive, which has created a buzz around the drivers and teams.
F1, which now has American owners in Liberty Media, has a major broadcast deal in the States with ESPN, which has also helped push it further toward the U.S sports mainstream.
Sports marketing experts agree that F1 has truly broken through in the States.
“The sport brings a bit of European glam to the auto race scene in America, at a time when audiences may be tiring of the same-old, same-old NASCAR and Indy-car events,” said Bob Dorfman, sports marketing analyst at San Francisco's Pinnacle Advertising.
“Thanks to the success of Drive to Survive, a strong American marketing focus by Liberty Media, serious broadcast efforts by ESPN, compelling driver personalities and rivalries, cool cars and exciting non-oval race venues, F1 is here to stay and grow,” he added.