Formula 1S US market Value Triples Following Disney-Fueled Change
LAS VEGAS, NV – Formula 1 is experiencing a dramatic shift in its identity, underscored by a soaring market value and increasingly prominent partnerships with entertainment giants like Disney, Hello Kitty, and Lego. The sport’s embrace of spectacle and fan engagement, particularly within the United States, has propelled its market capitalization to $24 billion – a 25% increase in the past year and three times the $8 billion Liberty Media invested in 2017. This transformation is vividly on display in Las Vegas, where the recent Grand Prix featured extensive branding and merchandise collaborations, signaling a deliberate strategy to integrate F1 into American culture.
The change reflects a conscious effort to move beyond a customary racing event and cultivate year-round engagement with US fans. Previously, the approach was to “just turn up for four days, race and everyone would love us,” according to F1 CEO Stefano Domenicali. Now, the focus is on continuous interaction and relevance, with F1 actively engaging its US fanbase “all year round, 24/7.” This strategy has proven accomplished, evidenced by the excited reception of Disney-branded merchandise and the overall atmosphere at the Las Vegas race, where traditional racing loyalties appeared secondary to the broader entertainment experience.
The expansion into the US market, long considered F1’s “holy grail,” hasn’t been without criticism. Concerns have been raised regarding the potential marginalization of the sport’s European fanbase in favor of growth in the US and investment from the Middle East. Though, the financial success is undeniable, fueled by partnerships with major corporations like Disney and the sport’s own promotion of events like the Las Vegas Grand Prix. The embrace of entertainment-focused branding, once derided by purists, is now a key component of F1’s strategy to solidify its position in the American market and beyond.
