F1 has been experiencing steady growth in the United States. While NASCAR doesn’t match the global appeal of F1, it’s still the number one motorsport in the US.
That said, F1 is bridging the gap fast. American race car driver and former reporter for Fox NASCAR, Kenny Wallace, has identified one key factor that has made F1 thrive in the country.
Kenny Wallace Points to $29.5B Game-Changer Behind F1’s Rise in the U.S.
Globally, F1 is the No.1 motorsport; there is no denying it. However, in the United States, NASCAR is still the king of the tracks.
F1 is also seeing exponential growth in the US market. In recent years, some F1 events have posted greater viewership numbers than NASCAR ones.
For example, the 2024 Miami Grand Prix drew 3.1 million viewers on ABC. NASCAR, meanwhile, posted 2.3 million viewers at Kansas.
The Texas Motor Speedway (2.56 million) has beaten the Miami Grand Prix (2.2 million) this year, but it’s clear that NASCAR no longer enjoys the monopoly in the US market.
Wallace recently talked about the differences between NASCAR and F1 in the latest episode of his “Coffee With Kenny” show. The NASCAR veteran highlighted the role of the media company that has contributed to F1’s stateside boom.
“Formula One racing is not better than NASCAR,” the 61-year-old said. “I would say that Liberty (Media), who bought Formula One, figured it out. Listen, we wouldn’t be talking about Formula One, if it weren’t for Liberty Media.”
Wallace then explained how Liberty Media made the right moves to catch the attention of the US audience. He also believes that NASCAR can benefit from a similar media company.
“Because they brought the ‘Drive to Survive’ on Netflix. They’ve made Formula One cool. Now, I’m going with ya. NASCAR needs to have media company (to) make NASCAR cool again for some of you.”
He also pointed out that, despite the strong competition from F1, NASCAR is also posting encouraging viewership numbers.
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“But TV ratings are going up. The crowds on NASCAR tracks are going up. We’re trending upwards. And as far as comparing Formula One to NASCAR, two complete different deals.”
Formula One has been a flagship asset of Liberty Media ever since they acquired the sport in 2017. They bought it from Delta Topco in 2017, ending Bernie Ecclestone’s 40-year leadership of the motorsport series.
Under Liberty Media’s leadership, F1 has seen remarkable growth, with a packed calendar of 24 races and increased interest in new events. The sport now boasts a more diverse fanbase, largely driven by Netflix’s popular documentary series Drive to Survive.