The popularity of Formula 1 in the USA is experiencing the “steepest rise” in the midst of the Liberty advance

After years of US Grand Prix racing battling it out for breakthrough, Liberty Media’s continued effort to tap the market seems to be paying off.

Benefiting from the success of the Netflix series “Drive to Survive”, the USA will add a second race in Miami in 2022 and in the longer term there are even suggestions for a third event.

For Hamilton, who spends much of his year in the US, the change in the profile of the sport is palpable and interest has grown significantly lately.

“I think we knew from the start that there was huge potential here,” said the world champion.

“My first race here in the US was in 2007, but I’ve already been to a NASCAR race to see how it goes. I’ve been to an NFL game, an NBA game, and they’re just crazy about sports here.

“There is never enough sport. They always want more, more action. The progress I’ve seen over these years has been tremendous.

“Of course it has been the steepest climb in recent years and more and more people are talking about it and more and more people are getting involved. The amount of emails and messages I get from people I have known for years in the states but never knew what I was doing and who are now addicted and can’t wait to come.

“I think a lot of them are coming this weekend so I think that’s just a good thing and it’s great to see that response.”

Lewis Hamilton, Mercedes

Photo by: Steve Etherington / Motorsport Images

F1 CEO Stefano Domenicali knew when he took over the helm of the sport earlier this year that there would be a big focus on attacking the US market.

However, he felt that the sport needed continued news there instead of believing that interest in a single weekend would be enough.

“I can assure you that there is now a lot of interest in Formula 1 in the US,” he said. “What we mistakenly don’t have to do is feed the US with F1 news every day.

“It is wrong to go there for a week and let’s say you have an incredible boost a week before the Austin race and then keep silent.

“What we have is a pretty strong communications plan in the US. We need to continually hammer information with the right channels.

“In terms of investments, it will take a long time to start, but the payoff will be huge. So this is part of our strategic global communication campaign that we need to drive forward this year. “

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