The Evolution of F1 in the United States

The F1 team has extended its deal with ESPN in the U.S. for another three years. The sport is seeing a huge increase in new fans, many of whom hadn't even heard of Michael Schumacher five years ago. It's been one of the sports media stories of the decade and it was almost just natural because you were doing other stuff to grow the sport yet. "We looked at a lot of our demographics and we had an existing mature audience already," says Lewis Hamilton.