From Outsiders to Stakeholders: A Decade of Record-Breaking Formula 1 Expansion Across the United States Market

Explore the 10-year journey of F1 in the US. From the Haas debut in 2016 to the 2026 Cadillac entry and the move to Apple TV, see how the sport conquered America.

By: AXL Media

Published: Feb 27, 2026, 10:05 AM EST

Source: The information in this article was sourced from Motorsport.com

The Genesis of the American Racing Renaissance

The current surge of Formula 1 in North America traces its roots back to 2016 when the Haas F1 Team ended a 40 year drought for American constructors on the grid. Founded by Gene Haas, the team adopted a controversial but effective technical model by sourcing significant components from Ferrari, allowing them to focus on operational efficiency rather than total manufacturing. On their debut in Australia, the team secured points through Romain Grosjean, eventually finishing their first season in eighth place with 29 points, outperforming established rivals like Renault and Sauber.

Strategic Acquisition and the Shift in Media Ownership

A pivotal moment in the sport's American trajectory occurred in 2017 when Liberty Media completed its acquisition of Formula 1 for $3.05 billion in cash and stock. This transition in ownership marked the end of the Ecclestone era and the beginning of a deliberate strategy to treat the United States as a primary growth market. Under the leadership of Chase Carey, the organization prioritized digital accessibility and a return to major broadcast networks, leading to a multi year agreement with ESPN that brought live coverage to American screens starting in 2018.

The Drive to Survive Phenomenon and Audience Demographics

While broadcast deals provided the platform, the Netflix documentary series Drive to Survive served as the catalyst for a broader cultural integration. Since its 2019 premiere, the show has humanized the paddock, attracting millions of new viewers who were previously unengaged with traditional motorsport. By its seventh season in 2025, the program had amassed over 10 million views within its first six months, significantly lowering the average age of the American fan base and creating a surge in demand for domestic live events.