Domenicali: F1's US growth is just beginning, with more race interest

Formula 1 CEO Stefano Domenicali asserts that the sport's commercial boom in the United States is still in its early stages, revealing significant interest from promoters for even more races beyond the current trio in Miami, Austin, and Las Vegas. He emphasized that integrating F1 into American sports culture is a long-term project, but one where the championship is ready to shift into "attack mode" to capture fan attention and business opportunities unmatched anywhere else in the world.

Why it matters:

The U.S. has transformed from a historically challenging market into F1's most significant growth engine. Securing a permanent place in the crowded American sports landscape is critical for the championship's global commercial expansion and long-term financial health. Domenicali's comments signal an aggressive, sustained investment strategy in a market with unparalleled scale.

The details:

Speaking at the Autosport Business Exchange in Miami, Domenicali outlined the scale of F1's U.S. evolution and future ambitions.

• Explosive Growth: He highlighted the dramatic attendance surge, noting that the U.S. Grand Prix in Austin drew around 60,000 fans just eight years ago. Today, the three American races see "huge" average attendances, reflecting a "phenomenal" growth in popularity.
• Strategic Expansion: Miami was chosen as a key hub for its alignment with F1's desired image—glamour, a strong economic environment, and a city positioned to lead business growth in the region.
• Managing Demand: Despite the current three-race calendar, Domenicali confirmed there are "a lot of requests" for additional U.S. events, a situation he says must be managed "with care."
• Cultural Integration: The F1 CEO framed the challenge as one of cultural evolution, stating that sport in the U.S. "is part of culture" and changing or evolving that takes considerable time and persistent effort with partners and promoters.

What's next:

Domenicali's vision is clear: relentless, respectful competition for the American sports fan.

• F1 plans to continue "hammering" its strategy in partnership with U.S. promoters, recognizing the "tremendous" and unique growth opportunity the country presents.
• While acknowledging that established American sports are "still far away," Domenicali adopted a racer's mentality, vowing the sport is "not shy" and is going into "attack mode."
• The long-term goal is to embed Formula 1 into American sports culture "sooner than what you think," suggesting confidence that current momentum is just the foundation for much deeper penetration.