F1 News
'Drive to Survive made American's remember how bad-ass F1 drivers are'
Ahead of the Las Vegas Grand Prix, F1 TV presenter James Hinchcliffe explains why Formula 1 has become such a huge success in the United States. There are now three races in the states, with the third taking place at one of the most iconic locations in the world, Las Vegas, next week. It hadn't always been easy for F1 to crack into the American market, and the Canadian reveals exactly how Liberty Media nailed their expansion attempt in his latest column.
On the official F1 website, the former IndyCar driver delves into the theme in his column. The sport's rise in North America has been fast. 2024 will be the second year running where three Grand Prix will take place in the States. Before Liberty Media, F1 struggled to attract a strong American audience, especially since the 2005 debacle at Indianapolis, which more or less killed it off at the time. After all, NASCAR and IndyCar had always been the two biggest series on the continent before F1's recent rise.
"Since Liberty Media’s takeover, and the explosion in awareness that came from Netflix’s brilliant Drive To Survive, F1’s presence has permeated not just the traditional racing fan base, but also a much broader – and noticeably younger and more female – demographic," Hinchcliffe states. It can't be denied that the Netflix show, debuting in 2018, exploded the sport for the better.
Hinchcliffe: 'The drivers are the real draw'
"What hasn’t changed, is the challenge of driving a Formula 1 car quickly. Of going wheel to wheel with the best in the business at the toughest tracks on earth. Of winning. The drivers that can master those skills are the real draw. And Liberty know it.
"What Drive To Survive helped the North American audience remember is how bad-ass Formula 1 drivers really are. The challenges on the track, the obstacles off it, and the personality traits required to tackle both, makes for some fascinating characters and highly entertaining action," the Canadian continues. The Netflix series helped the driver's personalities really shine through, an element that was sometimes missing under the leadership of Bernie Ecclestone.
'America is the most visited country on the calendar'
For example, Daniel Ricciardo has appeared on the popular late-night talk show Jimmy Kimmel Live. Lewis Hamilton is also a part owner of the NFL team, the Denver Broncos. The Brit can be regularly seen with famous US pop culture stars, too, and has appeared at the famed Met Gala multiple times. These 'extracurricular' activities, if you will, put a spotlight on Formula 1 that wouldn't have always been there previously.
"The US Grand Prix at the Circuit of The Americas has essentially doubled in attendance since then, and the addition of Miami and Las Vegas has made America the most visited country on the calendar," Explained Hinchcliffe. Ticket sales have not been affected by last year's addition of a third Grand Prix in Las Vegas. Teams and drivers will now be preparing to race down the strip for a second time, which encapsulates the newfound popularity and love for the sport Stateside.
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