Let’s be honest, if we went back 10 years, and I asked you what your opinion was on sports such as Formula 1, soccer, or rugby, like many other Americans, you probably wouldn’t have much to say. Even though these sports are some of the biggest in the world, drawing in hundreds of millions of viewers each year, Americans have never seemed to show as much passion toward them as they do for baseball, football, or basketball. However, for some reason, Formula 1 is suddenly relevant and on the rise in America. Why is this? The answer is simple: they are assimilating into the category of over-the-top American sports, or in other words, being Americanized.
The history of motorsports in America is confusing. While sports such as NASCAR and the Indy Series have a dedicated fan base, Formula 1, the pinnacle of motorsports, has never been appealing. Unlike American motorsports, Formula 1 follows a more European sports model and is rooted in a history of exclusive lifestyles and prestige. This is the opposite of how Americans like their sports. We love experiences that are exciting, controversial, and flashy. Sophomore Jake Maxwell, an avid sports fan, says, “I enjoy American sports because the intensive media coverage lets me form connections with players and coaches and makes me more emotionally connected to them.”
In 2019, in an effort to capture the American audience, Netflix came out with a Formula 1 documentary called Drive to Survive. To say it was a success is an understatement. It flew up the rankings, becoming a top show on Netflix, and according to Medium, it peaked at around 3.2 million viewers during the first 90 days. For the first time in the 75 years of Formula 1, they tried something new. Instead of showing people how Formula 1 is an engineering masterpiece, they focused on the drivers’ personalities and the drama within Formula 1.
With that in mind, the way the show went about sparking controversy led to some major backlash. Many drivers don’t like how the show blows things out of proportion. One of the top drivers in Formula 1, McLaren’s Lando Norris, says, “I want facts. I don’t want made-up scripts and fabricated nonsense.” But do you know who loves these chaotic reality-style shows? Americans. The Bachelor, Survivor, and The Kardashians are just some examples of shows that have captured the hearts of Americans, and now Drive to Survive is doing the same thing.
However, Drive to Survive isn’t the only reason that Americans are gaining a sudden interest in the sport. For the longest time, Formula 1 has spread its races across the world, holding most countries to one track. This was the same for America, as they held a Grand Prix in Texas, but this all changed in 2022 when Formula 1 introduced the Miami Grand Prix. It was definitely a different experience compared to the other races, as it leaned into the American style, creating excessive driver entrances and big-name celebrities as far as the eye could see.
That said, it worked. Miami was an overwhelming success, as it created an exciting weekend-long fan experience. These big party-like events are destined to succeed, and the more traditional European-style weekends only target a small demographic. Given that, Formula 1, clearly believing that “more is better,” slapped another American race onto the calendar with the Las Vegas Grand Prix. Las Vegas is one of the entertainment capitals of the world, so this made it the perfect place to add yet another American Grand Prix.
Let’s face it: being able to go to a sporting event in person is game-changing. It’s hard to put your heart and soul into a team when you know you may never get the chance to see them in person. This can discourage a lot of people from becoming fans. With America now having three Grand Prixes, the sport is more accessible than ever, and fans now have the chance to go see their favorite drivers in person.
To prove that the new Formula 1 playbook is working in America, go into any Hollister, PacSun, or Tillys store, and you will notice entire sections dedicated to Formula 1 merchandise. On a recent trip to New York, I even came across a pop-up store next to Madison Square Garden, decked out with not only Mercedes F1 apparel but also an actual Formula 1 car. Formula 1 is everywhere, and companies wouldn’t be doing this unless they knew it was lucrative.
As long as Formula 1 keeps tapping into the American market, it will continue to create endless opportunities to grow. America is the sports powerhouse of the world, as it is a melting pot of all different demographics. I, for one, always thought motorsports were stupid, but because of Formula 1’s new tactics, I have fallen in love with the sport.
The question is, what sport is next? Will it be cricket, rugby, or even aussie rules? The answer is not when, but if they have the guts to assimilate to the American way.
