Formula 1 fever attracts 100 USA partners as sport booms

miami grand prix drivers parade opening ceremony Formula 1 fever attracts 100 USA partners as sport booms

The perfect storm of Netflix and Formula 1’s latest golden era has resulted in an unprecedented boom in interest in the United States, the sport’s final unconquered frontiers of popularity and big bucks.

As a result, there is more interest, more traffic, more eyeballs, and more money flowing to the pinnacle of the sport from the United States already; and that’s only for now.

Still to come is the interest that will obviously skyrocket when F1 is wise to add competitive American race drivers to the grid and lure a team or two from the USA into the pinnacle of the sport.

Until those days, even now the outlook is incredibly bright on just about every front, according to Björn Stenbacka of Spomotion Analytics who writes in his latest analysis: “Formula 1 has become the playground for American companies in 2022.

“There are now more than 100 official sponsor partners from the USA in Formula 1 2022. A new record! Second-placed UK has 30 partners. Almost 50 per cent of the U.S. Formula 1 partners are tech companies and most of them are listed (Nasdaq, NYSE).”

For years under the long rule of Bernie Ecclestone, F1 and the USA had a strange existence, through no lack of effort with races just about everywhere in the country, north, south, east, west, the American mass market did not bite as they understood the oval culture NASCAR and USAC/Champcar/Indycar far better.

F1 fast losing its Euro-centric image among new wave of U.S. fans

grandstands, gradins, spectators, fans during the Formula 1 Aramco United States Grand Prix 2021, 17th round of the 2021 FIA Formula One World Championship from October 21 to 24, 2021 on the Circuit of the Americas, in Austin, Texas, United States of American - Photo Antonin Vincent / DPPI

But the landscape has changed dramatically, new age U.S.-based sports/motorsport fans are embracing F1 like never seen before according to the report: “What we see is exceptional. Formula 1 has traditionally been the European racing series, but not anymore.

“Since Liberty Media took over in 2017 a lot have happened. USA is now the most important single market for Formula 1, with a lot of attention from both fans and companies. This is a great achievement,” concludes Stenbacka.

With Zak Brown at the helm of McLaren since 2016, the marketing guru has the jump on his rivals according to the numbers in the Stenbacka report: “Comparing team partnership networks McLaren is the team with the highest number of partners from the USA, teaming up with companies like Dell, Arrow Electronics, Alteryx Analytics, Cisco, DeWalt, Gopuff, Alphabet and Goldman Sachs.”

Haas is the only U.S. team, but the small team have only a few U.S. partners with team boss Guenther Steiner admitting before this year, when the team was sponsored by Russian company Uralkali, that his Gene Haas-owned team never canvassed the USA market for partners.

Meanwhile, boom times for F1 won’t stop here, apart from a driver/s and team/s to further boost American interest, on the cards already are “sold-out races in the USA, a Las Vegas race coming up 2023, joining Miami and Austin, and TV-audience reaching new levels the interest among U.S. companies is not stopping here.

“U.S. partners and companies keep coming. We will probably see more Fortune 500 companies in Formula 1 2023. USA have the Formula 1 fever,” concluded Stenbacka.