Full Breakdown
Formula 1 Accelerates U.S. Expansion with Hospitality Upgrade and Streaming Deal
5/2/2026, 9:37:42 AM
U.S. Expansion Milestones
Formula 1 CEO Stefano Domenicali told the Autosport Business Exchange in Miami that the sport’s U.S. footprint—currently three races in Miami, Austin and Las Vegas—is still in its early phase. He described the American market as “tremendous” and said the championship is only “just at the beginning of our journey” in the United States.
Historical Context
F1’s U.S. presence was previously sporadic, with one-off events in Detroit and Indianapolis and an Austin Grand Prix eight years ago that drew roughly 60 000 fans. Attendance at the current trio of races has risen sharply, which Domenicali called a “phenomenal” evolution of fan interest.
Investment and Data Highlights
The Miami Grand Prix will add a permanent 115 000-square-foot Paddock Club extension, raising capacity from 6 000 to about 9 000 tickets and expanding the total hospitality footprint to 305 000 sq ft for 9 200 guests. The venue’s contract now runs to 2041. In parallel, F1’s five-year Apple TV+ deal is billed as “just the beginning of a long-term aim,” projecting over 1.1 million viewers per race and building on U.S. broadcast rights previously valued at roughly $90 million annually.
Official Statements & Responses
Domenicali said cultural change in the United States “takes time” and that F1 will keep “hammering” its vision with promoters and partners. He acknowledged that the NFL remains the dominant TV property, noting the “biggest sports in the US are still far away,” yet affirmed an “attack mode” to win American fans. Tom Garfinkel described the Paddock Club project as a “major investment” made possible by a long-term partnership with Formula 1 and owner Stephen Ross.
Verbatim Quotes
- “To change a culture or to evolve the culture takes time,” — Stefano Domenicali, CEO, Formula 1
- “Happy to share with everybody today, we're excited that we're going to be investing in another big investment here at the Miami Grand Prix,” — Tom Garfinkel, Managing Partner, Miami Grand Prix
- “every market has to be judged on its own needs and requirements, so what works in the well established North American streaming market doesn’t necessarily play elsewhere.” — Stefano Domenicali, CEO, Formula 1
Future Outlook
The Paddock Club extension will be ready for the 2027 Miami race, and the venue’s contract secures the Grand Prix through 2041. Domenicali said F1 will keep evaluating new U.S. venues while adapting its streaming model for other markets, reinforcing a long-term push to embed the sport in American culture.
