F1 is moving closer and closer to America and increasing sponsorship of US brands – F1

Formula 1 is coming to America. on slopes, For the first time, the country will host three tournaments (Austin, Miami and Las Vegas) in 2023.. Already without asphalt, the volume of business with North American brands continues to grow: between 2020 and 2022, there is a 66% increase in this number.

According to the 2022 edition of the Motorsport Data Snapshot, an annual survey carried out by Sport Business Sponsorship, 97 deals were closed with F1 teams by companies in the country in 2020. That number will rise to 133 in 2021 and reach 161 in 2022.

And according to the survey, the trend will get an even bigger boost in 2023, especially as the U.S. gets three tests. Netflix series “Drive to Survive”, which led thousands of young people across the country to access F1. According to Sport Business, the series is “a great conversation starter during negotiations with US-based brands.”

At the end of last month, for example, Haas announced that it is receiving a master sponsorship from fintech MoneyGram From next year.

Even more helpful, the North American media is also showing a lot of interest in this segment, precisely because of its growing popularity among young people. To get an idea, ESPN recently renewed its F1 broadcast rights deal in the US until 2025 For a sum 2,000% higher than the contract that expires at the end of the current season.

Among the groups, British McLaren has the most North American partners, including tech giant Google, computer giant Dell and soft drinks multinational Coca-Cola. In 2020, there were 15. In 2022, there are 26, which corresponds to an increase of 73.3%.