Stefano Domenicali, the CEO of Formula 1, is determined to further conquer the American market. The Italian said this on Friday during the Autosport Business Exchange event in Miami, where he was one of the prominent speakers. “Formula 1 is not yet a major sport in the United States, but we are racers. We are going on the attack,” said Domenicali.
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For several years now, the United States has been well represented on the Formula 1 calendar with three races. After the Grand Prix in Miami, races will follow later this year in Austin (October 25) and Las Vegas (November 21).
Stefano Domenicali: “Formula 1 is a global sport, of course. In the beginning, many people thought three races in the United States were too many, now I am getting requests for more races in America. We have to manage that in a good way, together with our partners, but it is clear that the American market is very important to us as a sport and enables us to grow worldwide.”
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With help from Apple TV
One of the tools to conquer the American market is the collaboration with streaming service Apple TV. Recently, Formula 1 signed a five-year deal with streaming platform Apple TV, after the cinema film F1 with Brad Pitt had become a great success. That film was also from Apple TV. “Each country develops at its own pace when it comes to streaming as a platform for sports growth,” Domenicali said recently. “But the choice to go for streaming in the US is very well considered, because that is the most mature market.”
During the Autosport Business Exchange, Apple’s senior vice-president Eddu Cue also announced that F1 viewing figures in the US during the first three races were ‘significantly higher’ than ESPN’s figures a year earlier. “The viewing figures for the first three races were significantly higher than last year on linear television. Not only did we see more viewers, but also more viewers throughout the entire weekend. That is something I have always been enthusiastic about,” said Cue.
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