"What they can do, very few other athletes can do... you have those incredible brands and I love Cadillac coming onboard. So you have all these brands, and cars that are involved in it. It's much more than just driving now. There's a whole social component, culture component, with the athletes themselves. Even the team principals have become movie stars or TV stars now."
"We [Cue and Mercedes F1 team principal Toto Wolff] were having dinner last night in Soho and he gets stopped all the time for photos. Everybody's like, go way back, like five years ago, nobody would know who Toto was as he was walking down Soho. Not everyone, but tonnes of people do know. So I think there's a huge potential for the sport in the US, specifically."
Formula 1 interest in the United States has increased but remains modest, with roughly one million viewers per race on ESPN. Drivers perform at exceptional athletic levels and major automotive brands, including Cadillac, are joining the sport. Racing now includes significant social and cultural elements, with team principals and athletes achieving mainstream recognition and public visibility. Major companies such as Apple are exploring U.S. broadcast-rights acquisitions, with reported interest above $150 million compared with NBC’s roughly $4 million-per-year deal just over a decade ago. The sport’s global reach and current U.S. penetration indicate substantial room for growth.
Read at www.autosport.com
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