Date Presented

Spring 5-18-2025

Document Type

Thesis

First Advisor

Dr. Stefan Nicovich

Second Advisor

Dr. Rachel Willis

Third Advisor

Dr. Lindsay Pieper

Abstract

Formula 1 (F1) has historically faced challenges establishing itself in the American sports market dominated by NASCAR and IndyCar. F1 has been long perceived as a European-centric sport, which has led to struggles with inconsistent U.S.-based Grand Prix events, premium ticket pricing, and a lack of American drivers. Liberty Media's acquisition in 2017 marked a turning point, introducing innovative marketing strategies like digital engagement, new U.S. events, and the Netflix series "Drive to Survive." These efforts have driven tremendous growth, with increased viewership and attendance for U.S. fans. However, while F1 averages 1.1 million U.S. viewers per race, this remains far below NASCAR's 3.85 million. Economic analysis reveals that high ticket prices, such as $1,617 for Las Vegas, limit broader accessibility compared to NASCAR's affordable rates. Results show that while F1 has gained traction, sustained growth will include strategic adjustments to counter NASCAR's domination of viewer attention in the American market. This paper argues that F1's expansion in the U.S. hinges on leveraging significant aspects of identity-based fan loyalty and attachment. Strategic efforts like forging American cultural bonds, making it more accessible, and optimizing race weekend experiences have the potential to solidify relations with U.S. fandom. By targeting those areas, Formula 1 is able to vie with NASCAR's hold on the market and be a fixture among the sports presence in America.

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