The head of McLaren believes that Formula 1 has not yet fully conquered the American market. Despite spectacular growth, a huge challenge remains to be met.
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For several years, Formula 1 has been experiencing an explosion of popularity in the United States. Between the effect of the Drive to Survive series, the arrival of new stars, and the multiplication of events around the championship, the American market has become strategic for the sport.
Today, F1 already has three permanent Grands Prix on American soil: Miami, Austin, and Las Vegas. A massive presence that demonstrates the importance the United States has taken in the commercial strategy of the premier category.
But for Zak Brown, Formula 1 is still far from reaching its full potential across the Atlantic. The CEO of McLaren believes that the next big project now concerns TV audiences.
“I think the next big goal is TV audiences” Brown explained to the media.
A huge gap with American sports
Even though American circuits regularly sell out and interest in F1 continues to grow, TV ratings remain modest compared to the giants of American sports.
The McLaren executive notably compared the situation of Formula 1 with that of the NFL, the absolute reference in the United States.
“The audiences remain relatively low compared to those of the NFL or other American sports” Brown admitted.
According to him, it is now on this front that the sport must progress if it truly wants to establish itself sustainably in American sports culture.
“This is probably the biggest growth area today: increasing TV audiences.”
Zak Brown does not want an excessive multiplication of races
While some already imagine Formula 1 adding a fourth, or even a fifth Grand Prix in the United States, Zak Brown takes a much more cautious stance.
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The head of McLaren believes that the American calendar is already very solid and that other important markets should not be sacrificed simply to continue expanding in the USA.
“We already have three fantastic Grands Prix, he emphasized. Yes, I think we could probably support four or five races in the United States, but that would come at the expense of other markets where F1 still needs to develop.”
Brown notably mentioned South Africa and Korea as priority regions for the future of the championship.
A giant deal with Apple
The growth of Formula 1 in the United States has recently been strengthened by a major deal signed with Apple. The American giant concluded a five-year broadcasting contract estimated at around 750 million dollars to broadcast F1 on American territory.
A colossal partnership that confirms the growing value of the championship in the North American market. And the numbers are already continuing to rise.
Last year, ESPN announced a historic record audience for a full Formula 1 season in the United States, with an average of 1.3 million viewers per race.
A popularity that continues to explode
Even though F1 is still far from the standards of the NFL, the NBA, or the MLB, the progress remains impressive.
Just a few years ago, the sport was relatively marginal among the American general public. Now, drivers have become true celebrities and American Grands Prix are among the most publicized events on the calendar.
Zak Brown is convinced: the room for growth is still immense. But to reach a new level, Formula 1 will now have to succeed where American sports are the most powerful: in front of television screens.
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