The Growth of Formula 1 Fandom in the United States: A Closer Look

As the world of Formula 1 (F1) gears up to celebrate its 75th anniversary, enthusiasts are witnessing a significant transformation in the sport’s fanbase, particularly in the United States. A recent survey has revealed a notable surge in American interest and engagement with Formula 1 racing, highlighting a shift that could redefine the sport’s presence in the U.S. market.

An Emerging F1 Market in America

The 2025 Global F1 Fan Survey has provided compelling insights into the changing dynamics of Formula 1 fandom across the globe. Notably, 26% of the survey participants hailed from the Americas, with the United States standing out as the country with the highest representation. This marks a pivotal moment for Formula 1, which has historically faced challenges in establishing a strong foothold in the American sports landscape.

Liberty Media’s acquisition of Formula 1 in 2017 marked the beginning of a new era for the sport, with a clear focus on expanding its reach into underrepresented markets, particularly the United States. Under the leadership of former chairman and CEO Chase Carey, there was a strategic push to tap into the vast potential of American fans, and the results are becoming increasingly evident.

Attendance at U.S. Grand Prix Events

The increasing enthusiasm for Formula 1 in the U.S. is reflected in the growing crowds at major races held in Austin, Miami, and Las Vegas. These events have attracted significant attention and fanfare, showcasing the diverse appeal of Formula 1 across different demographics. The survey reveals that an impressive 73% of American respondents expressed intentions to attend a race in the future. Furthermore, 41% of those surveyed indicated that they had already experienced the thrill of a Grand Prix firsthand.

This revitalized interest in live racing events is not merely a passing trend. It signals a deeper engagement with the sport, as fans are eager to witness the high-octane action and the spectacle of F1 in person. The electrifying atmosphere at these races has proven to be a magnet for both seasoned fans and newcomers alike, fostering a vibrant community of motorsport enthusiasts.

Changing Consumption Habits of American Fans

Beyond the excitement of race weekends, the way American fans engage with Formula 1 is evolving. The survey indicates that 61% of U.S. fans are "always on," meaning they actively consume content related to the sport through various digital platforms. From social media highlights to live streaming and video content, American viewers are increasingly embracing a multi-platform approach to following the championship.

While traditional fans may still prefer conventional broadcasts and thorough editorial coverage, the newer generation is driving a shift towards digital engagement. This trend is characterized by a desire for instant access to information, interactive content, and a more immersive experience. Fans are not confined to the excitement of race weekends; instead, they remain connected throughout the year, diligently following the championship as it travels from one country to another, keeping up with digital storytelling, in-depth analyses, and timely news updates.

The Allure of F1 Drivers

One of the most significant factors contributing to the surge in American interest in Formula 1 is the charismatic personalities of the drivers themselves. Streaming series like "Drive to Survive" have provided fans with a behind-the-scenes look at the lives of these athletes, transforming them into household names. The show has not only showcased the intense competition on the track but has also illuminated the personal stories, struggles, and triumphs of the drivers, allowing fans to connect with them on a deeper level.

These off-track narratives have opened up new avenues for fandom, as viewers become invested in the lives and personalities of their favorite drivers. The result is a generation of fans who see these athletes as not just competitors but as relatable figures with their own journeys, aspirations, and challenges. This emotional connection has elevated the status of F1 drivers to that of global icons, transcending the boundaries of traditional sports.

Year-Round Engagement with Formula 1

The American audience’s engagement with Formula 1 is no longer limited to race weekends. Fans are now tuning in throughout the year, following the championship from its opening race in March to the season’s conclusion in December. This year-round interest is indicative of a broader cultural shift, as Formula 1 becomes a regular part of the American sporting landscape.

The availability of diverse content formats, including podcasts, documentaries, and social media interactions, has played a crucial role in fostering this continuous engagement. Fans are not only consuming content related to the races but are also participating in discussions, sharing opinions, and engaging with the sport’s community online. This dynamic has created a sense of belonging among fans, who feel connected to a larger movement that celebrates the thrills and challenges of Formula 1 racing.

The Future of Formula 1 in America

As American enthusiasm for Formula 1 continues to grow, the sport is poised for an exciting future in the United States. The increasing attendance at races, the expanding digital footprint, and the emotional connection fans have developed with drivers all point to a promising trajectory for F1 in the American market.

Liberty Media’s strategic initiatives aimed at engaging American fans, coupled with the captivating narratives surrounding drivers and teams, have laid the groundwork for sustained growth. The sport’s ability to adapt to changing consumption habits and leverage digital platforms will be instrumental in solidifying its place in the hearts of American fans.

As Formula 1 celebrates its 75th anniversary, it does so with the confidence that it has successfully tapped into one of the most significant markets in the world. The combination of thrilling racing, compelling storytelling, and the allure of star drivers has paved the way for a new era of Formula 1 fandom in the United States, and the future looks bright for this iconic motorsport.

With ongoing efforts to expand its reach and enhance the fan experience, Formula 1 is not just a sport in America; it has become a cultural phenomenon that resonates with a diverse audience. As the engines roar and the checkered flags wave, American fans stand ready to embrace the excitement, drama, and camaraderie that Formula 1 has to offer.