"F1 is not competing with legacy sports like the NFL, NBA, and MLB, but rather with entertainment and people's attention. Our recipe for relevancy in the U.S. market has to go beyond the race."
The Miami Grand Prix at the Hard Rock Stadium will feature new experiences and activations, enhancing its appeal in its fifth year. The race's agreement to host until 2041 signifies Formula 1's commitment to the U.S. market. Since Liberty Media's acquisition in 2017, F1 has focused on expanding its presence in the U.S., with Miami serving as a key test case for success. The event aims to compete for attention against other entertainment options, emphasizing lifestyle and engagement beyond just racing.
Read at Fast Company
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