Formula 1 in the United States: A Model for Growing International Sports in the U.S.?
Academic Article
Overview
Overview
Abstract
Formula 1 (F1) has grown exponentially in popularity with American audiences in the past several years, in large part by deploying modern marketing practices that are reshaping the perspective of motorsport in the U.S. Marketing experts have credited this growth to marketing practices such as the launch of a Netflix docuseries, “Drive to Survive,” which offers a dramatized retelling of the season and grants viewers a behind the scenes glimpse of the sport (Talwar, 2024). To date, there is a lack of research examining the efficacy of these marketing strategies and whether they could be deployed by other sports to similar effect. In the present research, we review various market entry strategies used in the world of sports and then take a closer look at the recent practices of F1 as a case study.
