America’s Obsession With Drama Rich “Kardashians” Helped F1 To Achieve Immense Success in Untapped Market

The stock of Formula 1 has risen meteorically since Liberty Media took over. The sport has categorically moved towards catering to more than just Europe. The very first matter on the agenda was conquering the United States of America. And if you look at what F1 has done since 2017, you’d know they are on the right track. The sport will witness three blockbuster US Grands Prix this year, and the fans will have a homeboy to cheer on in the form of Williams‘ Logan Sargeant. But this surge of popularity wasn’t just some happy accident.

It all began when Netflix and F1 shook hands on a deal that would let the streaming platform launch the Drive to Survive docuseries. The show has quickly become the biggest selling point for new fans as they become the fly on the wall as the dramatic F1 circus fights on every year. This has been the genesis of F1’s booming popularity in the States. And the culmination of it all will the epic Las Vegas Grand Prix to be run later this year.

When Red Bull boss Christian Horner was asked about this, he said, “We’ve seen massive growth, Drive to Survive has introduced F1 to a whole new audience, a younger and American audience,” as quoted by Bloomberg. But what is F1 on Netflix like? “[It’s] Like the Kardashians on wheels at times,” said Horner.

The sum total of F1’s US invasion will finally break out at the inaugural Las Vegas GP. And Horner has billed it up big time. “I think it will be the biggest sporting event on the globe this year. The demand for that race is off the charts. Anybody who is anyone will be at that weekend.”

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The Las Vegas GP has divided opinions amongst fans. But it is a statement of intent from the owners of the sport.

Las Vegas GP to renew faith in the stakeholders of F1

With the growing popularity of the sport, many people have wondered the fate of the business. Recently, the sport was being valued at more than a billion dollars. But will Liberty Media, the commercial rights holders of F1, take the big paycheck and shut up shop?

F1’s CEO Stefano Domenicali answered this question via Sky Sports. He said, “You see what we put in terms of real money, for example in Las Vegas we bought a piece of land for $200million. We are building new facilities there. We’re going to invest more than half a billion, so we are very, very happy.”

“I’m connected with my shareholders every week. It’s really the jewel of their portfolio and they really feel very comfortable with what we’re doing.”

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With all the flak the race has been getting for its exorbitant ticket prices, will the race actually live up to the hefty price tag and hype?