Off to the (24) races: F1 is capitalizing on its growing audience

Not yet a subscriber? Sign up free below.

Off to the (24) races

Yesterday, Formula 1 announced their race calendar for 2023, which will feature a record-breaking 24 races and take drivers, teams and thousands of support staff further than ever before in a season spanning March to November. Bought by Liberty Media in 2017 for $8bn, the Formula 1 Group has taken a number of steps to widen its appeal beyond its hardcore racing fanbase since coming under new ownership.

The quick pit-stop version of the story is that those steps worked, as F1 is having a global moment. The release of the popular Netflix series Drive To Survive — and a nail-biting controversial end to the 2021-22 season — saw viewership and online interest for Formula 1 explode in recent years. That's been particularly true in the US, a market which historically hasn't cared much for racing beyond NASCAR.

Suffice to say, the F1 group is capitalizing on this renewed interest in the sport that’s been around for 70 years. The record-breaking 24-race schedule includes a stop in China, the first following a three year hiatus, and the inaugural Las Vegas Grand Prix the third race scheduled in the US. No other country has more than 2 appearances on the calendar, F1 is finally cracking America.

Not yet a subscriber? Sign up free below.

Tags

Stories from this newsletter

Off to the (24) races: F1 is capitalizing on its growing audience
Gerontocracy: America's Congress is the oldest it's ever been
Black gold goes green: Norway's sovereign wealth fund is getting greener
We and our partners use cookies and similar technologies (“Cookies”) on our website and in our newsletters for performance, analytical or advertising purposes to ensure you have the best experience on our site and/or interaction with us. To find out more about the use of Cookies, see our Cookie Notice. Please click OK if you consent to our use of Cookies or click Manage my Preferences to manage your Cookie preferences.