Business booming: Formula 1 booming in US – ice hockey sports news, winter sports and more

For a long time, Formula 1 tried in vain to win over the American audience. Ostrich races were sometimes the most popular. Now the debut of the racing series in Miami is an expression of a Formula 1 boom in the US.

Only the poorly forged roadside Miami Navy looks weird in the latest glossy product of formula 1.

Images of boats stuck on the floor, painted in sea blue, caused some ridicule ahead of the premiere of the Grand Prix in Florida, which is intended to serve as a milestone for the racing series in the promising US market. Amid the infallible Formula 1 boom in the United States, comparisons are already being made with the Super Bowl, which was celebrated in 2020 at the nearby Hard Rock Stadium. “It is exciting to see Formula 1 getting bigger in the game US it will be “, said world champion Max Verstappen before his debut in Miami.

The equestrian spectacle business is booming in the US like never before. Miami is the second location in the US after Austin in the racing calendar. Next year there will even be a third Grand Prix in Las Vegas in the land of opportunity. Ratings for Formula 1 on American television have risen sharply, and ticket demand was high in Austin.

high interest

Lands are ringing in Miami too. “I’ve never seen a race where there was so much demand from sponsors and so much interest from celebrity guests,” said McLaren boss Zak Brown, who can watch 20 years on motorsport. “It looks like the Super Bowl, the biggest event of the year,” said the 50-year-old American.

No one would have made comparisons with American football in most of the previous guest appearances in Formula 1 in the US. For many years, marketing chief Bernie Ecclestone tried in vain to gain a larger American audience for the sport, which was formed in Europe. Two races in the parking lot of Caesar’s Palace in Las Vegas were a fiasco. When Formula 1 was in Phoenix, an ostrich race held in the city at the same time reportedly attracted more spectators.

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The scandal in Indianapolis 2005 was also a very bad publicity. Only six drivers around Michael Schumacher started because the rest were afraid of bursting their tires due to the steep turn.

The fan base in the US is growing

Miami is already the eleventh Formula 1 host in the US. The fan base has grown tremendously recently. “In the final phase of the Bernie Ecclestone era, no important decisions were made. Digitalisation was lacking and the communication bridge for the next generation was cut off,” said industry expert Lars Stegelmann, Marketing Director at Motorsport Network, the German Press Agency. . Formula 1 has already escaped this impasse.

The successful PR strategy of the American owner of Formula 1 Liberty Media, the use of social networks and the increase of the appearance factor around the races appeal to the spoiled fans of American sport. The most important driver for the new enthusiasm is probably the Netflix series “Drive to survive”. With its dramatic narrative style and behind-the-scenes look, the broadcast hit fully meets the taste of a younger audience.

“With the series, Formula 1 produces and conveys stories, communicates with a new target group and thus overlaps with a large number of fans,” said Stegelmann.

This has not escaped the attention of Volkswagen CEO Herbert Diess. “Formula 1 is developing extremely positively worldwide. Netflix has led to a significant increase in the number of followers in the US,” Diess said earlier this week. This is one of the reasons why the group has agreed that Porsche and Audi subsidiaries may continue with their plans to enter Formula 1 in 2026.

Andretti wants a team

The operator of the American racing team, Michael Andretti, is also very interested in a place in the starting network. Former world champion Mario Andretti’s son failed to take over the Sauber squad last year and now wants to start his own Formula 1 team in 2024. Money is not a problem, the 59-year-old assured.

An application for an initial license has already been submitted to the world association Fia. However, the current ten teams are still slowing down because any additional competitors would reduce the sum of the revenue share of the others from the racing series. In any case, Mick Schumacher’s employer Haas already has a team from the US.

Formula 1, on the other hand, has not seen a regular pilot from the United States in a long time. Most recently, Alexander Rossi attended in 2015 for five races in Marussia. Prior to that, Scott Speed ​​was just as unsuccessful in his 28 major awards for Toro Rosso, despite his prominent name. The new runner who replaced Speed ​​in 2007 did much better. Sebastian Vettel has been four-time world champion and is starting his 283rd Grand Prix in Miami.

© dpa-infocom, dpa: 220505-99-166119 / 2

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