Getting to the core of F1 in the US

After decades of trying to build momentum in the US market, last weekend’s race at Austin, Texas reinforced just what a transformation the sport has had stateside in recent years.  

While Miami and Las Vegas now have their own eponymous Grands Prix, the Circuit of The Americas – a venue that made its debut on the calendar in 2012 - continues to play a pivotal role in the calendar for Formula 1, its teams, drivers, and sponsors. 

From its early roots, the circuit perhaps epitomises the growth of F1 in America, not just as a sporting spectacle, but as an entertainment behemoth. A race whose appeal has undoubtedly been aided by headline music acts in past years, provided the ideal backdrop for the debut of the new pre-race F1 Grid Gigs.  

“There’s nothing like the energy of a Formula 1 grid as the world gets ready for the best drivers to go head-to-head” said Emily Prazer, Chief Commercial Officer at F1 in the press release. Nearly half a million spectators over the race weekend wouldn’t argue with that either. The new addition to the race countdown certainly added to the typical US fanfare - and offered another sponsorship opportunity to F1 with American Express taking presenting rights.  

In fact, all eyes were on sponsors in Austin - or rather the liveries into which they are incorporated. Seven teams unveiled special US liveries, creating moments for their commercial partners to shine.  

Williams celebrated its title partner Atlassian, Aston Martin illuminated Aramco, McLaren showcased Google’s Gemini, Racing Bulls honoured Cash App, while Alpine gave Mercado Libre extra prominence. Haas also adorned its car with a special home livery – all moments for the PR and marketing machines to create content around its sponsors and offering talking points for commentators and fans. 

The weekend also saw an extension to COTA’s agreement with F1, securing the future of the event until 2034. It’s hardly a surprise as it’s become a firm favourite (or should that be favourite).   

 The pre-weekend announcement of F1’s new US television deal with Apple will support the sport’s continued growth in the country. This is not just a commercial deal, it’s the coming together of two of the world’s most recognised brands, for that’s what F1 under Liberty Media has truly become.  

This deal is not only about American F1 fans watching the racing action at length but also embracing a brand that knows how to engage audiences through multiple touchpoints and channels, formats and platforms. In many regards, it is a natural extension to the unquestionable success of the F1 movie – the seventh highest grossing film at the global box office in 2025, ahead of Superman and the latest in Tom Cruise’s action franchise. 

With a fanbase that has increased 11% year-on-year, to 52 million, and with a growing audience of the highly desired 18-24 demographic, F1’s resurgence in the US has proven to be anything but mission impossible.