Welcome to Miami, where F1's sunshine party draws a crowd every sport craves
With a sell out once more expected, this weekend's Miami Grand Prix is building on an appeal to a younger, diverse audience that is a key part of Formula One's burgeoning success in the US. Making its mark on the calendar with a grand, spectacular party in the Florida sunshine since the inaugural race in 2022, Miami is considered something of a showcase.
The opening blast of the three meetings now held in the US is a shop window for the sport with three teams, Racing Bulls, Sauber and Ferrari boasting special liveries for the event this weekend. The flamingo pink of the RB is very much making a splash but the clunky corporate blue addition to the Scuderia's scarlet has fallen very flat with fans.
Advertisement
Related: FIA president hints at climbdown amid F1 driver standoff over swearing fines
Naysayers may have disliked Miami's emphasis on being a show, of presenting a weekend of entertainment where the food and beverages (or F&B as it is bafflingly, for the uninitiated, referred to here) were as fundamental as the racing. Where the atmosphere went hand in hand with the competition. It was perhaps the first of the 'event' races F1 wanted to promote and like it or not, it has succeeded with numbers around this race telling their own story.
The atmosphere here in the general admission – campus – area of the increasingly popular and affordable tickets away from the high-end hospitality which dominates all the media, is one of unadulterated enjoyment, shot through with the glorious absence of world-weary cynicism. There is an air of, whisper it, hedonism; not all racing must be accompanied by sombre beard-scratching from a grassy bank in the rain.
This atmosphere is not least informed by the make up of the audience. From information from sales, admittedly with the caveat that the data refers only to the purchaser rather than all the ticket holders, Miami is reaching demographics every sport eyes with lustful ambition.
Advertisement
'We've got the high end luxury buyer that we've really cultivated a relationship with and built their trust,' says Tyler Epp, the Miami GP president. 'But at the same time, we've got some of our entry level motorsport fan data that's telling us we're also a motorsport event for the people who are intrigued and interested and just want to come and see the cars for the first time.'
It is these new fans that have led a push for the new single-day tickets and the three-day campus tickets. It is also, most significantly, a young audience.
'The base is growing most aggressively from what we've seen in the 20- and 30-year-old buyer,' Epp adds. 'Our data does not tell us that this is an audience of 30 to 60-year-old white men, that's not what we're seeing now. Certainly they're here but it's a much more eclectic diverse group than that and part of that's partially because we're in Miami, which is such a wonderfully diverse market.'
Their data is corroborated trackside in both age and ethnic diversity, while the gender differential is also notable, with the race easing toward what might be a 50-50 split in forthcoming years.
Advertisement
'We're tracking about 40% female to 60% male right now,' he says. 'That's on the buyer data and I can also say that the female audience is certainly younger than the male audience. It skews younger.'
These are the demographics the sport needs to build on the success it has enjoyed in the US with Drive to Survive and for all that the sound and fury of Las Vegas might have appeared to have outshone Miami of late it is undeniable that the race at the Hard Rock Stadium is pulling in the numbers.
Last year when McLaren's Lando Norris won his first F1 race here it drew record viewing figures for the US of 3.1m and Miami now holds the top three live US TV audiences in F1 history. While the season as a whole was pulling in an average of 1.11m per race. Which, while still small in comparison to NFL and NBA, are considered strong numbers as the sport builds its presence.
Epp is in good position to judge how the sport fares in comparative terms. He has worked both trackside and team side in Nascar, IndyCar and sports cars before moving into baseball for four and a half years and then putting in almost nine years with the Kansas City Chiefs in the NFL; he is convinced the future remains bright.
'We can be very bullish about Formula One in the United States,' he said. 'I view it as solidified, here to stay and looking at continuous growth, not necessarily ebbs and flows. I think the United States sports ecosystem in general ebbs and flows a bit with competitiveness and competition in particular markets but as a whole we feel really, really good about the state of Formula One.'
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Newsweek
3 hours ago
- Newsweek
Why Williams Just Bet Their Future on James Vowles - And Why It Matters
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Williams F1 announced a contract extension for its team principal, James Vowles, securing his future with the team. Vowles joined the team back in 2023. Many in the paddock considered it a backmarker team, forever doomed to struggle at the bottom of the grid. He was comfortable at Mercedes, excelling as an important figure within the team as the Motorsport Strategy Director. A move to Williams represented a massive risk for Vowles — considering how poorly the team had performed in the past. Team principals rarely get a second chance in F1. He would have one shot at establishing himself as a quality leader of a racing team. Vowles could have waited for another chance, but he believed in the project and new ownership. He gained enough confidence based on those two factors to dive into the deep end with Williams. Williams Team Principal James Vowles walks in the garage during qualifying ahead of the F1 Grand Prix of Canada at Circuit Gilles-Villeneuve on June 14, 2025 in Montreal, Canada. Williams Team Principal James Vowles walks in the garage during qualifying ahead of the F1 Grand Prix of Canada at Circuit Gilles-Villeneuve on June 14, 2025 in Montreal, Canada. Photo byThe move paid off for Vowles - he solidified himself as a team principal, and Williams is progressing up the grid. Almost halfway through the season, Williams sits fifth in the Constructors' standings, the highest it has been since 2016. Before the former Mercedes official took over, the British racing team's points-scoring performances were considered mere blips on the radar. This season, the team's expectations are to score points at every race. The change in expectations comes from a new car development philosophy. Rather than make a car only suited for a specific track type - under Vowles' leadership - the team designed the FW47 to be balanced and versatile across the calendar. Vowles brought a new mindset for the team, pushing expectations higher every season and demanding more from the entire team, from the engineers to the pit crew. He diligently evaluated the performance of the entire team. He kept those who contributed and removed anyone who did not fit the team's new direction. I am absolutely delighted to have signed a new long-term contract with Atlassian Williams Racing. Remaining at Williams was never in doubt, but I'm really pleased to have formalised it. This team has felt like home from the moment I walked through the door. It really is a… — James Vowles (@JV_F1) June 19, 2025 The cost cap brought an element of parity to Formula 1, giving smaller teams like Williams a fighting chance against the top flight. Everyone in the F1 paddock noticed the revolution happening at Williams, which has led to some shocking acquisitions. The most notable believer in the Williams project is Carlos Sainz Jr. Sainz was one of the most accomplished free agents on the market last season, and after all the top teams were full, he was left looking for the best of the rest. Despite massive interest from other teams, Sainz chose to believe in Vowles and joined Williams. The tangible progress Williams has made under Vowles' leadership makes him the team's most valuable asset, more than the drivers or engineering teams. Vowles injected energy and belief into the team. He introduced a methodical and practical approach that created a faster car on track. Vowles is an architect who can craft a well-oiled racing machine, making him worth every penny of the extension for a Williams team that has been stuck in mediocrity.
Newsweek
3 hours ago
- Newsweek
Red Bull Sensation Arvid Lindblad Set for F1 Test at Imola
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Red Bull junior Arvid Lindblad is set to do a full Formula 1 test session at Imola as he prepares for a potential seat in the coming seasons. Red Bull applied for Lindblad to get an FIA superlicense, and the governing body approved the request despite the driver not meeting the minimum age requirement. The FIA made an exception for Lindblad, who is supposed to be 18 years old to get the license, due to his experience racing in Formula 2. "After considering the information presented in support of this request, the World Council found that the driver has recently and consistently demonstrated outstanding ability and maturity in single-seater formula car competition and thus approved the request," the FIA's statement on the decision said. With a superlicense, Linblad is set to take part in a free practice session at the F1 level. Arvid Lindblad of Great Britain and Campos Racing (20) prepares to drive in the Paddock during day one of Formula 2 Testing at Yas Marina Circuit on December 11, 2024 in Abu Dhabi, United Arab... Arvid Lindblad of Great Britain and Campos Racing (20) prepares to drive in the Paddock during day one of Formula 2 Testing at Yas Marina Circuit on December 11, 2024 in Abu Dhabi, United Arab Emirates. More Photo byRed Bull is very keen on the British sensation and is trying to fast-track him into a full-time racing seat in the top-flight racing series. His test session will be on Monday, June 23, at the Autodromo Enzo e Dino Ferrari. The first F1 car he drives will be a 2023 AlphaTauri AT04. As he prepares for F1, Linblad could potentially make his debut this season if Max Verstappen receives another penalty point. The four-time champion is one point away from a race ban. If he does miss a race, Linblad should be the odds-on favorite. Red Bull appointed him as a reserve driver, splitting the duties with the Japanese driver Ayumu Iwasa. At only 17 years of age, Lindblad has won two races in F2 this season, placing third in the season. Lindblad signed with Red Bull back in 2021 as a highly touted karting prospect. When could Lindblad join F1? Red Bull's F1 driver lineups are murky heading into the 2026 season. Max Verstappen should return to the team, though he could look for an exit. All indications are that he will likely stay for another year, though his current teammate Yuki Tsunoda's future is up in the air. Tsunoda's deal expires after this season, making him a free agent. He could stay at Red Bull if offered the spot, but his inconsistency in the RB21 does not inspire confidence. Isack Hadjar has impressed while at Racing Bulls, but the team is not signaling that a move up to the senior team is coming. Then there is Liam Lawson, who was demoted from the Red Bull second seat down to Racing Bulls. Given the door is likely shut on a Red Bull return, the F1 senior team could move on from the New Zealander. Lindblad has several paths into one of the four Red Bull seats available in F1, and his test in Italy will be one of many data points used to analyze his readiness for the next level.
Yahoo
6 hours ago
- Yahoo
You Need to Hear the Advice Brad Pitt Would Give His Younger Self
Originally appeared on E! Online Once upon a time in Hollywood, Brad Pitt was just starting out. And while it may be hard to think of the Oscar winner as anything other than the household name he is now, back in 1987 Pitt didn't have all the answers—though he does now. If the 61-year-old could give advice to his younger self, he'd say, 'Don't sweat it, bro. Trust yourself.' 'I mean so many things that were just a waste of time, I agonized over in the early years,' Pitt shared in an exclusive interview with E! News while promoting his new film, F1. 'Really, really, just trust your voice.' It's a sentiment his costar Javier Bardem wish he could tell his younger self, too. 'Don't try so hard,' he said. 'Don't push yourself. Trust more in your instinct, in your inner voice.' (For more with the F1 crew, tune into E! News tonight, June 16 at 11p.m.) Though, Bardem knows hindsight is 20/20. More from E! Online Justin Timberlake Celebrates Father's Day With Rare Photos of His and Jessica Biel's Sons Jenna Bush Hager Gets a Dramatic Haircut While Live on Air 'Traumatized' Justin Bieber Shares Text Message Ending a Friendship 'It's easy to say now, when you are older,' the 56-year-old conceded. 'But when you are young so much is at stake. You want to prove yourself to prove others so much.' But now? They're much more comfortable with their place in the Hollywood. As Bardem explained, 'Now I think we are fine with that. Like, okay, if you like what I do, great. If you don't, I'm sorry. But when you're young it's like, 'You have to like me!'' Like them, Hollywood has also transformed. 'It's gone through so many different incarnations,' Pitt said. 'I remember when the '90s came in, it was all about the independent cinema and just getting back to, like, '70s kind of filmmaking. Then we saw in the arts, the blockbuster was emerging again, and then streamers came on and just changed everything all over again.' He continued, 'The cool thing about it is that there's just more and more people getting opportunities like these. This pool of talented people always existed, but now so many more writers, directors, editors, so on, so forth, get to do this thing. And that I like, very cool.' And one such person who recently entered the race is Formula 1 driver Lewis Hamilton, who appears with Javier and Brad in F1. Which, yeah, made Pitt nervous. 'Can you imagine the gall to go, 'I'm going to drive seven-time world champion around the track?' The absurdity of that?' Pitt joked. 'But I swallowed it, and it's very humbling. And he's a great human being and we just, we couldn't make this movie without his expertise.' F1 races into theaters June 27. For more exciting released happening this summer, keep reading. --Reporting by Nikaline McCarley Karate Kid: Legends - May 30, 2025The Phoenician Scheme - May 30, 2025From the World of John Wick: Ballerina - June 6, 2025I Don't Understand You - June 6, 2025Tyler Perry's Straw - June 6, 2025The Life of Chuck - June 6, 2025Something Beautiful - June 12, 2025How to Train Your Dragon - June 13, 2025Materialists - June 13, 2025Echo Valley - June 13, 2025Elio - June 20, 2025Bride Hard - June 20, 202528 Years Later - June 20, 2025F1 - June 27, 2025M3GAN 2.0 - June 27, 2025Jurassic World Rebirth - July 2, 2025The Old Guard 2 - July 2, 2025Heads of State - July 2, 2025Superman - July 11, 2025I Know What You Did Last Summer - July 18, 2025Smurfs - July 18, 2025Eddington - July 18, 2025The Fantastic Four: First Steps - July 25, 2025Happy Gilmore 2 - July 25, 2025 For the latest breaking news updates, click here to download the E! News App
