Formula One Kicks Off 75th Season with London Launch, Expanding US Presence
Formula One, owned by Liberty Media (FWONK), launched its 75th season in London with an unprecedented event. For the first time, all teams unveiled their 2025 race cars simultaneously at London's O2 Arena, showcasing the sport's continuous pursuit of fan engagement and spectacle.
The event underscored Formula One's remarkable growth in recent years, with record attendance and viewership. The calendar expands with additional races, while Morgan Stanley's Global Opportunity Fund has reportedly acquired a stake in Liberty Media, signaling confidence in the sport's trajectory.
Netflix's "Drive to Survive" docuseries has played a crucial role in fueling Formula One's popularity, particularly in the US. The seventh season is set to air ahead of the season-opening Australian Grand Prix, further captivating fans with behind-the-scenes insights.
New Zealander Liam Lawson, who recently joined Red Bull Racing, acknowledged the growing interest in the sport in the US. Ford's return as Red Bull's powertrain partner in 2026 marks a significant American presence, alongside Cadillac's entry.
The US market holds immense importance for Formula One, evidenced by marquee races in Miami, Las Vegas, and Austin. The upcoming US broadcast rights tender is expected to attract significant interest, with projections pointing to ESPN, NBC, and Amazon as potential contenders.
Formula One's continued expansion in the US and globally raises the question of sustained growth. ESPN's reported departure from the US broadcast landscape may have been influenced by the anticipated surge in license fees. Nonetheless, Netflix and NBC remain strong candidates, while Amazon Prime could also enter the fray.