Formula 1's American dream faces reality check as Liberty Media CEO discusses TV rights and fan engagement
Liberty Media's CEO discusses Formula 1's challenges in securing U.S. TV rights, raising concerns about audience engagement and American market growth. (Credit: Getty Images)
When Liberty Media took the reins of Formula 1 in 2017, it kickstarted a new era for the sport—one that embraced storytelling, social media, and global expansion like never before. Fast-forward to 2025, and the picture is evolving. The U.S. market, once viewed as a cornerstone of F1's future, is no longer being treated as the primary growth engine. Instead, Liberty Media is starting to look beyond American borders, signalling a possible pivot to untapped international opportunities.
Liberty Media chief sheds light on Formula 1's battle to win American viewers and secure better TV deals
Newly appointed
Liberty Media CEO
Derek Chang made this shift clear during his remarks at the J.P. Morgan Global Technology, Media, and Communications Conference. 'In the US, we [F1] are not a major player, but globally, we are,' he stated bluntly. This candid admission reveals a sobering reality: despite the surge in American F1 interest driven by Netflix's Drive to Survive, Formula 1 still sits on the periphery of mainstream U.S. sports culture.
by Taboola
by Taboola
Sponsored Links
Sponsored Links
Promoted Links
Promoted Links
You May Like
Seniors in the Philippines Can Enjoy Affordable Private Health Insurance! (See List)
Local Plan
Search Now
Undo
The Vegas experiment has been a wake-up call. Liberty Media's direct involvement in organising and promoting the
Las Vegas Grand Prix
was seen as a major commitment to the U.S. market. But year-over-year enthusiasm has dimmed. 'The fall-off from the first year to the second year was a bit more dramatic than anticipated,' Chang admitted. Still, he remains 'cautiously optimistic,' noting improved ticket movement this season, a signal that lessons have been learned and adjustments made.
Yet, the American media landscape is proving to be another tough nut to crack. ESPN currently holds F1 broadcasting rights through 2025, but their future involvement remains uncertain. Formula 1 is reportedly eyeing a $180 million per year deal from 2026, yet heavyweights like NBC have already bowed out of the race for rights, while ESPN may not see the value at such a price point. Chang, however, isn't just looking for the biggest check—he wants a media partner who can embed F1 deeper into American culture.
'We're obviously looking for a partner that can help us continue to grow the fan base,' Chang said. He emphasized that Formula 1, compared to leagues like the NFL, NBA, and MLB, still has 'a lot of headroom' in the U.S. 'It's up to us to go out and capitalize on that.'
Interestingly, Chang isn't fixated on traditional media deals. In his view, F1 is no longer merely a racing series—it's a content-rich, cultural phenomenon. In the age of streaming, where digital platforms hunger for compelling content, the sport has become more about lifestyle, drama, and cinematic appeal. This cultural momentum is set to get another boost with the upcoming Brad Pitt-led F1 film, which hits theatres June 25. 'I think this is a pretty significant moment in terms of the amount of investment and promotion that Apple and Warner Bros are putting into a project like this,' said Chang, expressing optimism for its impact.
Globally, Chang sees brighter prospects. Markets like China and India are now on Liberty Media's radar. 'You look at a market like China where we've actually had a race, and we probably haven't probably not invested what we should,' he noted. India, with its deep love for entertainment and sports, is another frontier with immense potential. 'Can we break through in a way?' Chang asked, drawing parallels between F1's glitzy appeal and Bollywood or the IPL.
What emerges from Chang's vision is not a retreat from the U.S., but a recalibration. The goal is no longer solely to 'Americanize' Formula 1, but to globalise it with tailored strategies for each region. The sport may never rival American football stateside, but worldwide, it's gearing up to tap into the next billion fans.
In many ways, Liberty Media is back at the drawing board—armed with data, experience, and now, the humility to accept that not every market responds the same way. But for a brand as visually thrilling and globally revered as Formula 1, the track ahead is still filled with opportunity.
Also Read:
F1 drivers get more freedom of speech as FIA eases swearing penalties after backlash from fans and teams
Get
IPL 2025
match
schedules
,
squads
,
points table
, and live scores for
CSK
,
MI
,
RCB
,
KKR
,
SRH
,
LSG
,
DC
,
GT
,
PBKS
, and
RR
. Check the latest
IPL Orange Cap
and
Purple Cap
standings.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
India Gazette
31 minutes ago
- India Gazette
India's national interest non-negotiable in US trade talks, say government sources
New Delhi [India], June 23 (ANI): With about two weeks remaining before the critical July 9 deadline, India and the United States face mounting challenges in finalising their Bilateral Trade Agreement (BTA) as the 90-day tariff pause period draws to a close. Government sources emphasised that India's national interests will remain paramount in ongoing negotiations, even as both nations work intensively to reach an interim deal before the deadline expires. The negotiations have hit significant roadblocks, with the US maintaining its demands for substantially reduced duties on American agricultural and dairy products, along with market access for genetically modified (GMO) crops. India, however, has firmly rejected these proposals, citing concerns over food security, environmental protection, and the welfare of its domestic farming sector. 'India is unwilling to compromise on GMO crops or provide broad-based access for US agricultural and dairy products,' a senior government source said, speaking on the condition of anonymity. 'Our position remains clear that any agreement must serve India's strategic and economic interests first.' The American side has been particularly insistent on securing lower tariffs for its agricultural exports, viewing India's vast consumer market as crucial for its farming sector. However, Indian negotiators have expressed concerns that unrestricted access could undermine local farmers and food security frameworks. Despite these fundamental disagreements, both sides remain committed to achieving a breakthrough before the July 9 cutoff. The current tariff pause, implemented 90 days ago, has provided breathing room for negotiations while preventing an escalation of trade tensions. If no agreement is reached by the deadline, tariffs will automatically revert to the levels that existed on April 2, potentially reigniting trade friction between the two nations. However, government sources suggest that even in such a scenario, India would maintain a relative advantage compared to other competing manufacturing economies. The potential return to higher tariffs underscores the delicate balance both nations must strike between protecting domestic interests and fostering bilateral economic cooperation. For India, the negotiations represent a critical test of its ability to engage with major trading partners while safeguarding key sectors of its economy. Trade experts suggest that failure to reach an agreement could have broader implications for Indo-US relations, particularly as both countries seek to strengthen economic ties amid shifting global trade dynamics. The coming days will prove crucial as negotiators from both sides work round-the-clock to bridge their differences and avoid a return to the pre-negotiation tariff regime. Government sources remain cautiously optimistic about finding a middle ground that respects India's red lines while addressing legitimate US trade concerns. As the deadline approaches, all eyes will be on whether diplomatic pragmatism can overcome the current impasse in what has become one of the most closely watched trade negotiations of the year. (ANI)
India Gazette
31 minutes ago
- India Gazette
India-US trade deal to increase US' exports to India: Crisil
New Delhi [India], June 23 (ANI): Given that India has much higher tariffs than those imposed by the US, the impending bilateral trade agreement (BTA) -- that would reduce tariffs-- is set to increase the US's exports to India more than vice versa, according to an analysis by Crisil. India would be able to import more energy products, certain agricultural products, and defence equipment, among others, from the US, Crisil said in a 'Quickonomics' report. India, according to Crisil, should be prepared to see more imports from the US under the bilateral trade agreement (BTA). A lowering of tariffs under the BTA would make US goods more competitive in India, it argued. 'This is because India's tariffs are much higher than those of the US, and bringing these down would be advantageous to exporters in the US,' Crisil said. India's exports, however, are unlikely to see a major spike because the focus of the President Donald Trump administration is to reduce its trade deficit with India, and most of India's top exports to the US are already duty-free (before the application of baseline 10 per cent, which is applicable since April 10). Besides, the export potential would also depend eventually on the amount of tariff India faces when compared with other competing nations, Crisil noted. The US has categorically said that it wants to reduce its trade deficit with India (among other nations) and has complained that India's high tariffs and non-tariff barriers have been a hindrance for American companies looking to increase their exports. Even as India had shown its discomfort in allowing US agriculture products to be exported to India, imports of certain agriculture products such as walnuts, pistachios and cranberries could get a fillip as India's share in US exports of these items was relatively low -- at 19.4 per cent, 5.0 per cent and 3.1 per cent, respectively -- in 2024. This contrasts with almonds, where India's share was a hefty 70.5 per cent in 2024 -- one of the US's top agricultural export items to India. Further, with India's aviation sector growing, there is scope to increase imports of civilian aircraft, engines, and parts. According to Crisil, there also seems to be good complementarity in the energy space as the US is a large exporter and India is a large importer of energy commodities. Even though India has a huge opportunity to import crude oil from the US, Crisil said the prospects of increasing crude oil imports from the US would have to be viewed against challenging factors -- such as higher cost of transportation, including the longer transit time. 'The US is a large exporter and India a large importer of LNG, providing a mutually beneficial ground. Here, the synergy seems to be much better than that in crude petroleum as the US is already among the top three suppliers of LNG to India,' Crisil said. 'With favourable factors such as US natural gas prices being more stable than those in the Middle East (India's largest LNG import partner) and long-term contracts being signed between Indian entities and US suppliers, there has been an increase in the import of this commodity from the US,' it added. Defence imports into India could see a rise under the bilateral trade agreement. 'Even as India is trying to increase its defence production and export capabilities, it remains one of the largest arms importers. At the same time, the US is the world's largest arms exporter. While Russia has been India's largest arms supplier traditionally, its share in India's arms imports has come down in recent years. This has created space for western suppliers, led by the US, to step up their sales,' the report said. In fact, in 2023, the US and India launched a bilateral Defence Acceleration Ecosystem (called INDUS-X) to facilitate defence collaboration between the countries. Combining all these opportunities, India's trade surplus with the US is expected to come down -- a major ask of the US, as it has implemented reciprocal tariffs on countries in proportion to the trade surplus. On the contrary, India may see some gains in exports of smartphones, certain pharmaceuticals and labour-intensive sectors such as textiles and gems and jewellery. The US announced reciprocal tariffs on India and a host of other nations on April 2, and then paused the increase for 90 days from April 10 to negotiate trade deals with these countries (for India, the reciprocal tariff was 26 per cent, lower than the tariff on many other Asian peers). During the pause period, a 10 per cent base tariff remains applicable (over and above the existing tariffs) on all countries, including India. India is negotiating a trade deal with the US, called the bilateral trade agreement (BTA) -- the first tranche of which is targeted to be completed by the fall of 2025. (ANI)
Time of India
an hour ago
- Time of India
George Russell and Oscar Piastri reunite with Daniel Ricciardo, leave fans stunned: 'Danny looks like he went to the Himalayas'
Image credit: George Russell/Instagram After stealing the spotlight in Montreal by winning the Canadian Grand Prix, George Russell is once again making headlines — this time for his epic Instagram post. The Mercedes driver treated fans to a special photo from his get-together with McLaren's Oscar Piastri and former F1 star Daniel Ricciardo, unveiling the latter's surprising new look that left fans in shock. Fans of Ricciardo couldn't get over his bearded look and wondered what he had been up to since his retirement. George Russell shows off Daniel Ricciardo's new look George Russell, Oscar Piastri, and Daniel Ricciardo were joined by Olympic snowboarding champion Scotty James for a game of padel in Monte Carlo. Russell shared a photo of the group on Instagram, captioned with three Australian flag emojis and one Great Britain flag emoji. While Russell is British, the other three are Australian. But it was Ricciardo's bearded look that stole the show. Having retired from Formula 1 last year, Ricciardo has kept a relatively low profile since his departure. It's worth noting that Piastri replaced Ricciardo at McLaren after the 2022 season when Ricciardo left the team and later joined Red Bull. He is now rumored to be among the drivers being considered for a seat at Cadillac's new F1 team, which is set to join the grid next season. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Trade Bitcoin & Ethereum – No Wallet Needed! IC Markets Start Now Undo Internet can't handle Daniel Ricciardo's bearded look Ricciardo's new appearance sent the internet into a frenzy, with fans speculating where he's been all this time. One F1 influencer joked, 'Danny looking like he took a gap year out of uni to travel Southeast Asia.' Another fan commented, 'He looks like he went through five years of engineering school.' Others wrote, 'Danny looking like he went to the Himalayas for a bit,' and 'Danny went away, lived with the cavemen, and came back like it was nothing. ' One even guessed, 'Danny coming directly from Aussie farmlands.' Another added, 'He looks toasted.' A fan summed up the reunion with, 'Collecting Australians like Pokémon.' The post was flooded with comments from Ricciardo's fans calling for his return. 'Honey Badger is back,' one wrote. Another added, 'Somebody get Daniel back in the race ASAP! It feels weird and depressing without him there.' Also Read: F1 premiere: George Russell and Brad Pitt chat about twinning in same shirts, Pierre Gasly cracks a joke about Pitt's character Sonny Hayes Meanwhile, Russell has finally claimed his first victory of the season with his Canadian Grand Prix win. Piastri currently leads the 2025 Formula 1 Driver Standings with five wins and 198 points, while Russell sits at 136 points. They will now head to Austria for the Austrian Grand Prix, taking place from June 27 to 29. For real-time updates, scores, and highlights, follow our live coverage of the India vs England Test match here . Game On Season 1 kicks off with Sakshi Malik's inspiring story. Watch Episode 1 here
