Anticipation is growing in the States
Since Liberty Media bought Formula 1 in January 2017, the intention of the new ownership to create a solid American fan base for the category was immediately clear, targeting the United States as the first market to conquer. The boost given by the Netflix series Drive to Survive was remarkable, with a real boom in the period of the Covid-19 pandemic, which made the protagonists of the highest category of motorsport known to an ever wider audience.
And so faces like that of the Haas team principal Gunther Steiner or that of Daniel Ricciardo have become new idols of the American audience, which has shown them all the affection in the American events of the Formula 1 calendar. Hence the decision to expand the number of races in the States: as a result, the traditional Austin track has been joined by the innovative Miami and Las Vegas races, with tickets sold out months in advance.
The first appointment of 2023 for American fans will be in Miami on the weekend of May 5-7. After a few months there will be the Circuit of The Americas in Austin (October 20-22) and finally the highly anticipated debut in Las Vegas, chosen as the penultimate race of the 2023 Formula One season on the weekend of November 16-18.
New sponsor for Ferrari
This wave of public clearly cannot leave the sponsors indifferent, as they are now looking at the top category of motorsport with ever-growing interest, ready to invest in order to see their name associated with the idols of the sport. Recent news is the arrival of an energy drink to parner Scuderia Ferrari: Celsius will join the Maranello team for the three American grands prix that will soon await drivers Charles Leclerc and Carlos Sainz. The deal was announced on the morning of April 5 and will see Celsius – a Florida company – named as the “exclusive energy drink” for Scuderia Ferrari in the United States starting with the Miami race in a month’s time.
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CELSIUS is the original functional energy drink for active people in the Nordic countries. It was launched for the first time in Sweden in 2009 – which was a huge success transforming the Swedish categories of functional drinks and energy drinks.
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