Behind the Money
F1’s American test drive
Jul 10, 2024
Discover the challenges and successes of Formula One in capturing the American sports market, with a focus on the impact of the Netflix series Drive to Survive. Explore the strategic changes in ownership and marketing tactics to attract new fans, including creating festival atmospheres and aiming for Super Bowl style events at races. Learn about the balance between showmanship and tradition, as well as efforts to engage younger and female demographics.
24:39
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Quick takeaways
- Formula One is focusing on engaging a wider audience in the US through festival-like events and entertainment.
- Challenges persist for Formula One in balancing entertainment value with traditional roots and concerns about logistical strains with increasing races.
Deep dives
Formula One's Expansion into the US Market
Formula One made a significant push into the American sports market by hosting events like the Grand Prix in Miami and Las Vegas. By emphasizing a festival-like atmosphere and entertainment throughout race weekends, the league aimed to engage a wider audience beyond traditional fans. Additionally, Liberty Media, the league's owner, took on the role of event promoter in Vegas, investing millions of dollars to enhance the fan experience and understand the American audience's preferences better.
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