Is F1 becoming too American? The case for and against Liberty Media’s vision

Formula One is a sport with multiple facets to its identity. Traditionalists gravitate towards time-honoured circuits like Monza, while newer fans may prefer the spectacle of the Las Vegas Grand Prix. Races like the Las Vegas GP signal a more commercial focus for Formula One since it was taken over by U.S.-based Liberty Media in 2017. Since Liberty’s takeover, F1 has had an overhaul in how the sport is marketed. The Liberty era’s Americanization of F1 can be seen in more U.S. races, entertainment-first weekends, personality-driven storytelling, and aggressive commercial growth. This begs the question: has this America-centric shift strengthened F1, or diluted its identity? In other words, is F1 becoming too American?

Why this is good for F1

Liberty Media’s modernized marketing of F1 has grown the sport’s audience dramatically. In particular, the growth of the younger demographic has been key to their success. Working with licensees such as LEGO, Mattel, and Disney has created new avenues for young fans to engage with the sport like never before.

One clear driver for bringing on new fans, particularly in the U.S., has been the documentary series Formula 1: Drive to Survive, produced in collaboration with Netflix. Since 2019, the series has provided unprecedented access to the behind-the-scenes stories and drama behind Formula One. The series allows viewers to learn about the drivers and their personalities, marketing them as part of the F1 product as a whole. This personal angle allows F1 to be perceived as less inaccessible or elitist than in decades past.

The audience growth has translated into financial strength in a big way. In fact, Formula One had its most profitable year in 2025, posting an astonishing $3.9 billion in revenue. That figure represents a 14% increase in revenue over the previous year. This growth can be directly attributed to revenue streams, including race promotion, sponsorships, media rights, and one-time revenue associated with the F1 movie.

The more America-friendly F1 of recent years is not merely a trend, but a signal that the sport’s strong economic foundation going forward clearly depends on its American audience. With the Miami Grand Prix and Las Vegas Grand Prix joining the United States Grand Prix on the calendar, Liberty Media is clearly banking on the U.S. market sustaining multiple U.S.-based events. Additionally, fans are excited to welcome the latest American team to the grid as Cadillac joins this season.

Some valid concerns

Despite the clear commercial benefits, the Americanization of F1 has not come without its share of criticism. Some fans are concerned that the emphasis on spectacle is overshadowing the sport itself. In particular, the Las Vegas GP drew attention for its celebrity-heavy grid walk, extravagant opening ceremonies, and high ticket prices. Critics argue that the event feels like more of a corporate showcase than a traditional race weekend.

On a broader scope, there are concerns with calendar congestion and how that threatens more historic circuits. With three races now being held in the U.S., some fans worry that they may be displacing the European races, such as the Dutch GP at Zandvoort. (Though it’s important to note that in the case of the Dutch GP, it was the local promoter who decided not to extend its contract with Formula One.)

Another point of contention deals with the storytelling presented with F1, specifically with Drive to Survive. While the show has been instrumental in growing the fan base, drivers have criticized the show for exaggerating or even fabricating rivalries and narratives for the sake of drama. Spinning stories, however, is not necessarily an exclusively American practice, as British tabloids are also notorious for the same kinds of embellishments.

The reality: F1 has always evolved

It is important to remember that Formula One has always been evolving. Introductions to new eras of regulations have often been met with resistance. Despite this, the sport has continued to adapt and endure for over 75 years.

Commercialization of the sport is not a new phenomenon, either. The difference in the Liberty era is visibility. In the age of social media and streaming, the push toward more mainstream forms of content has put the commercial efforts of F1 front and centre.

The question that remains, then, may not be whether or not F1 is becoming too American, but whether or not it can sustain its rapid growth without compromising its competitive integrity. A delicate balance will need to be struck by the sport’s leadership if it wants to keep old fans watching while bringing on new ones at the same time.

Main takeaways

Formula One is bigger now than it has ever been in its 75-year history. With record revenues and more access to teams and drivers, it has become a household name in places that had barely heard of it in years past. From a business standpoint, the Americanization (or more accurately, the heavy commercialization) of F1 has been undeniably successful.

Sport is not valued purely by the revenue it generates alone, at least in the eyes of the fans. From a more romantic lens, F1’s identity relies on the quality of the racing, preservation of its heritage, and the authenticity of the competitors on the grid. Going forward, Liberty Media will have to keep these things in mind if it wants to sustain the sport for decades to come.