F1 succeeded and fulfilled its American dream

For the greatest show in the world you need the best. There is no half size. And that is very clear in F1. Throughout the ‘boom’ of the ‘Great Circus’ in USAnot coincidentally that last Sunday, at first F1 Miami GP in historysome of the best athletes of all time in various disciplines will meet in the paddock of Hard Rock Stadium.

in front of the box Lewis Hamilton, the 7 -time F1 world champion a photo was taken next to former NBA star Michael Jordan, won 6 NBA rings with the Chicago Bulls and considered by many as the best player in history. In it, he also placed the NFL’s ‘GOAT’ (the best ever), quarterback amassing 7 Superbowl rings and currently continues to lead the Tampa Bay Buccaneers at age 44, the unbeatable Tom Brady.

And there, along with these sports aces, despite the fact that he’s not the best soccer player of all time, one of the players with the most marketing in history appeared in the picture, and in turn, one of great claims he made. a few years for the expansion of soccer (soccer in the United States) and the MLS, david beckham. The former madridista is a well -known character, with 1 Champions League, 6 Premier Leagues and an Intercontinental including Man Utdin addition to 2 League titles including Madrid or a Ligue 1 with PSG, among other titles. In total, 32 beautiful titles in one photo and lots of history. A photo at the height of the greatest show on the planet.

mad

The Miami GP is mad. A celebration that clarified that the ‘Great Circus’ can only grow. A few years ago, many wondered about the future of Formula 1, which was extremely worrying. Some predicted his end, saw no options for him to reappear and thought his best time was over. Bernie Ecclestone, his former boss, did some very good things for F1, which made it a strange watch. But it stuck with the technological revolution. In 2008, F1 was watched by 600 million people worldwide.. But just 8 years later, the prospects for the competition are very bad. By 2016, that number had dropped 40%, losing more than 200 million followers.

Ecclestone does not believe in youth and networks

Among the many reasons for this lump is the little insight Bernie has on his youth and social networks. “I don’t know why people want to reach the so -called ‘young generation’ … Why would they want to do that? Is it to sell them something? Most of these kids have no money. I’d rather it I’d rather reach a 70 year old man than have a lot of money.It’s pointless to try to reach these kids because they won’t buy any of the products here and if marketers are targeting this audience, it’s probably they should advertise with Disney, ”Bernie said. And of course, he still doesn’t want to hear about the networks: “I’m not interested in tweeting, or on Facebook and whatever that nonsense is. I tried to educate myself, but I was too old. I don’t see any value in it. “

In 2016, the value of F1 was 8,000 million dollars and Liberty Media took ownership of the business worth 4,400 million, because they had 4,000 debts. Liberty Media previously said it wanted to completely change the trend of how F1 is projected around the world. MD participated in a meeting with the subsequent F1 boss in place of Ecclestone. Chase Carey is sure of the enormous potential the competition has and it needs to be exploited. And because of this it has become key to attracting new audiences.

The goals are clear: America and youth. To do so, he said it was key to improve the show and spoke of one very important thing: He featured the massive offer that youth have today, with multiple platforms. Instead of consuming F1, they used YouTube, social media content or the Netflix series. There was no F1 before Liberty Media. And that’s where the change began.

A big change in finding two goals

F1 has opened up on social networks, modernized its website to create an online pay-per-view platform and multimedia content, created F1 ‘fantasy’ games, live broadcasts before the Grand Prix on networks, and above all, gave definite. steps in creating a series of Netflix ‘Drive to Survive’. This, along with the big fight between Verstappen and Hamilton in 2021, led to F1’s worldwide reach. And the United States is not going away.

The digitalization of F1 has allowed the ‘Great Circus’ to achieve its two goals: Youth and the United States. A few years ago, few fans went to the F1 Indianapolis Grand Prix. North Americans see F1 as something European and prioritize NASCAR and IndyCar. When he stopped walking, Bernie Ecclestone said in 2008 something that made sense to everyone: “United States? I don’t see it as primary. “

In 2017, a year after Liberty Media’s purchase of F1, the picture was clear. Despite the fact that F1 has more fans around the world, he saw how, for example, the NFL is a business that is 8 times more profitable than F1. And his earnings are lower than MLB or the NBA. Obviously to earn a lot of money, you have to go to the United States. All the digitization work, and especially the success of the ‘Drive to Survive’ series, has changed everything. Austin 2021 is a good example, setting a record with 400,000 viewers. And Carlos Sainz’s atmosphere showed his surprise to MD for their daily reception at the hotel.

Thanks to the Netflix series, people now know the pilots, their stories, their rivalries, empathize with them and take sides. They have a reason to follow F1. More than 70% of those who go to Austin do so for the first time.

Increasing viewership

In the whole world, in 2021 F1 reached 1.6 billion viewers. Ang The 2021 F1 Abu Dhabi GP is the second most watched sporting event in the world before the Super Bowl. And in the United States interest is also mentioned in that sense.

Miami, an unprecedented show

It’s time to start squeezing the potential of ‘Great Circus’ in America, and Miami arrives in 2022, and the announcement for a GP in Las Vegas in 2023. And in Miami, the show couldn’t be bigger. This is American Monaco, but with a different public, more festive and less luxurious, although capable of filling the place to pay a very high price. The cheapest grandstand tickets, at $ 640, were sold on the first day they were sold, and Miami sold its capacity of 240,000 people in all three days.

The city absorbed F1. The Miami Dolphins welcomed a variety of teams and drivers, the NFL team donated jerseys to some of the F1 stars, and some players were in the GP even practicing pit stops. And the stars are not disappearing. Many more, sports and non-sports, were added to those in the first picture: Serena and Venus Williams, Greg Norman, Dwyane Wade and music and movie stars like Bad Bunny, who entered the paddock with Checo Pérez. Maluma, Raw Alejandro, Michael Douglas and many more.

Before the Grand Prix, a pre-show was held at the stadium gate. Miami lived with the highest essence, with music and joy the show. And now, F1 wants to do the same in Las Vegas to capture a completely different audience in 2023. That can only continue to multiply the amount of competition, grow a sport that some thought would soon die in. how many years. It is more alive than ever.