For many years, Formula 1 was a sport steeped in European tradition and technological craftsmanship. However, since the United States got involved, the sport has undergone a transformation. With races in Miami, Austin, and now Las Vegas, America has embraced F1 with a ‘bigger is better’ approach. Entertainment is just as important as speed in this new era. But what exactly is this American touch? Here are the 4 most striking ‘show time’ aspects of American Formula 1.
1. Formula 1 as a Spectacle
In America, a sports event is about more than just the sport itself. From the Super Bowl to the NBA Finals, a significant part of the event revolves around the surrounding show. The American Formula 1 has adopted several of these show elements.
- Live Performances. Performances by global stars have become a staple of American GP weekends. For instance, Ed Sheeran in Austin and Kylie Minogue in Las Vegas.
- Celebrities in the Paddock. ‘Celebs in the paddock’ is not a new concept. However, in the US, it’s not the exception but the norm. Cameras are just as likely to focus on Brad Pitt as they are on Max Verstappen.
- VIP Baby! VIP experiences and exclusive parties turn F1 into a lifestyle event, with ticket prices running into the tens of thousands of dollars. This is a global phenomenon, but the US takes it a step further.
2. The Circuits: Designed for a Mega Total Experience
Historic European circuits like Monza, Spa, and Silverstone were designed for one thing: racing. American circuits? They’re built for a total sensory experience. Here are a few examples:
- Miami Marina. Miami added a marina to its circuit, complete with luxury yachts and a glamorous setting that brings the extravagance of Monaco to Florida.
- Las Vegas’ Strip. Las Vegas brought Formula 1 to the famous Strip, where neon lights and iconic casinos form the backdrop for a race as spectacular as the city itself.
- Austin’s Circuit of the Americas (COTA). The COTA was designed from the drawing board with spectators in mind: natural elevation changes for better visibility, large fan zones, and entertainment squares.
The American circuits, with these examples, not only provide an exciting race but also an all-around spectacle that is a top experience for everyone – not just petrolheads.
3. Liberty Media and the General Public
Nothing has had a greater impact on the growth of F1 in America than Liberty Media. Since the American media giant took over the sport in 2017, the way F1 is presented has completely changed.
- Drive to Survive. Liberty Media created a blockbuster Netflix hit with Drive to Survive, introducing millions of Americans to the sport of Formula 1.
- Super Socials. Social media strategies were modernized, with more accessible content and behind-the-scenes footage.
- American Branding. American branding transformed the sport into a commercial product perfectly suited for sponsorship and merchandising.
All these examples have contributed to making F1 more accessible to a new and wider audience, first in America and now globally. And the way Formula 1 is presented always carries that distinctive style of show and bravado.
4. Additional Show Elements
A Formula 1 weekend in the US is only complete with a hefty dose of entertainment. On top of the live performances and fan areas around the circuits, there are various additional show elements that give the race weekend a unique flair and keep the fan entertained at all times, even during the intervals.
- Theatrical Introductions. Las Vegas introduced drivers as if it were a boxing match, complete with a stage, fireworks, and a DJ.
- Cheerleaders. Miami had cheerleaders and a gridwalk that rivalled the Oscars.
- Trophy Culture. Even the trophies have been adapted: in Austin, the winner took home a gigantic cowboy hat.
For Americans, these kinds of additional extras are standard at major sporting events. In Formula 1, they create a new atmosphere that you won’t see anywhere else on the calendar.
Will ‘F1 Show Time’ Become the Global Standard?
The American influence on Formula 1 is undeniable. What was once a purely European sport is now a global spectacle where entertainment plays an increasingly larger role. For many fans, these show elements make F1 more accessible and attractive than ever. For others, it feels like a shift that is hard to reconcile with the tradition of motor racing. Opinions are divided, but one thing is clear: the American approach has forever changed Formula 1. Is this a temporary trend or the future of the sport?
