"The remarkable nature of the transformation in Formula One's fortunes in the United States could not have been better illustrated than by the incongruous sight of Mickey Mouse and an assortment of his Disney pals leading a gang of enthusiastic fans on a walk down the pit lane at the Las Vegas Grand Prix. F1 successfully hosting a race in Sin City and the US now boasting three sellout meetings is testament to the sport's burgeoning prosperity."
"For all of the somewhat surreal edge of seeing Donald Duck and Goofy outside garages, the fact Disney has chosen F1 as a partner is indicative of the sea change the sport has brought about in a market it has long coveted. As little as a decade ago it would have been unthinkable that an American institution such as Disney would have chosen to hitch its wagon to F1, which was barely even a niche sport in North America."
Formula One's popularity in the United States has surged, with the Las Vegas Grand Prix demonstrating mainstream appeal through high-profile partnerships and sold-out events. Disney has begun a two-year collaboration that places Mickey Mouse and the Disneyland Band at prerace and post-race celebrations, including performances of the national anthem and appearances at the Bellagio fountains. Streets in Las Vegas are thronged with race fans whose enthusiasm persisted despite rain. F1 secured a reported $160m-per-year, five-year TV rights deal with Apple, which will stream every live session to subscribers. Both F1 and Apple view the deal as a strategic connection to the growing US fanbase.
Read at www.theguardian.com
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