Over the past five years, Formula 1 has experienced unprecedented growth in the United States. Historically, F1’s popularity in the U.S. was limited, as it was overshadowed by NASCAR and other domestic American motorsports. However, recent strategic marketing decisions, specifically the addition of two more American Grand Prix events, have allowed the sport to reach a more diverse American audience. This expansion reflects F1’s efforts to tap into the U.S. market, which, as the world’s largest sports economy, offers immense growth potential. It’s a fact that F1 now tailors its marketing strategies to the unique characteristics of each event and its location. 

The Miami Grand Prix capitalizes on the city’s unique reputation. Known for its vibrant cultural scene and proximity to the entertainment industry, Miami provides F1 with a prime opportunity to engage a high-profile crowd. To maximize visibility, F1 sponsors hundreds of influencers, encouraging them to attend the race and share their experiences with their millions of followers. This strategy is designed not just to entertain, but also to spark engagement among younger people. By leveraging the influence of these personalities, F1 seeks to broaden its appeal beyond hardcore fans to a more general audience. 

In stark contrast, the Las Vegas Grand Prix leans into the city’s reputation rather than the people within the city like in Miami. The tickets for the Vegas race are priced significantly higher than those for other Grand Prix, reflecting the city’s luxury. F1’s branding in Las Vegas centers on the city’s iconic status and its association with wealth and spectacle. The circuit layout, which winds through the Las Vegas Strip, features notable landmarks such as the Bellagio fountains and the high-rise hotels. F1’s Las Vegas race is more about the experience of attending the event than the event itself. In this sense, it differs from the Miami Grand Prix, which puts a heavier emphasis on the lifestyle of the attendees. The Las Vegas Grand Prix is a celebration of the city’s larger-than-life persona—a strategy designed to attract both international tourists and affluent Americans seeking a one-of-a-kind motorsport experience. 

A third race in the U.S., the US Grand Prix in Austin, Texas, has been on the F1 calendar since 2012. The Circuit of the Americas in Austin has established itself as a fan favorite, due in part to its challenging track layout and the passionate fanbase that attends each year. Unlike the specialized marketing strategies of Miami and Las Vegas, the Austin race focuses squarely on the sport’s core appeal: performance. F1 fans at COTA are drawn by the technical skill of the race. Austin’s race weekend offers a more traditional motorsport experience, with a focus on the engineering, strategy, and history of F1. The US Grand Prix in Austin appeals particularly to motorsport purists, who value the authenticity of the sport over the spectacle of the event. Together, the three American Grand Prix offer a diverse array of experiences for F1 fans, from high-profile glamour to technical excellence. 

In addition to the growing number of races in the U.S., the release of F1: The Movie has played a significant role in further boosting the sport’s profile. With a production budget of around $250 million, the film grossed over $607 million worldwide, making it one of the most successful motorsports films of all time, surpassing even Cars and Fast & Furious. Although the film needed approximately $600 million to break even, its impact was never solely financial. Rather, the movie served as a massive marketing tool for the sport, designed to draw in new fans by presenting F1 in a highly cinematic and accessible way. Featuring a star-studded lineup, including Brad Pitt, Tate McRae, Don Toliver, and a soundtrack by Hans Zimmer, F1: The Movie sought to appeal to a wide demographic, including those who might not typically be drawn to motorsport. Its success is largely attributed to the way it used visual storytelling to attract millions of new viewers. 

Another significant development in F1’s American expansion is the introduction of Cadillac as a new team. Cadillac, an iconic American luxury automotive brand, is partnering with the existing Alfa Romeo team to create a full-fledged American F1 team. This marks a major milestone in F1’s efforts to solidify its presence in the U.S. market. Cadillac’s entry could spark tremendous enthusiasm among American fans who have shown growing interest in F1. With its deep ties to American automotive culture, Cadillac’s entry into F1 represents a significant step in bridging the gap between global motorsport and the American market. 

Taken together, these initiatives—the addition of new races, the blockbuster movie, and the emergence of Cadillac—highlight a rapidly evolving era for F1 in the United States. As the sport continues to expand its footprint, F1 is no longer a niche pursuit but a global entertainment powerhouse, poised to capture the American sports market in ways it never has before.