Scuderia Ferrari Team Principal Mattia Binotto confiremd that the impact of Formula 1’s growing popularity in the United States is already being felt by teams, as the interest from sponsors is increasing noticeably.
Formula 1 is ready for its inaugural event in the state of Florida for 63 years as the sport touches down in Miami this weekend, an event which is already proving to be a success despite the fact that the cars have not even hit the track for the first practice session.
The race which is scheduled to take place at the Miami International Autodrome, a track assembled on the site of the Hard Rock Stadium, has all the prospects to become one of the most important events of the 2022 Formula 1 season. This is also the result of the sport growing in popularity in the United States, in part thanks to Netflix documentary series Drive To Survive, generating increased interest from venues keen to stage races, with Texas (2012-), Miami (2022-) and Las Vegas (2023-) all confirmed for the 2023 Formula 1 championship.
For the fans, this means new circuits in new locations as sports focuses its presence more in the United States market. But most importantly, for teams this has already provided a rise in interest from sponsors keen to purchase real estate on their cars and begin different forms of partnerships: “Generally speaking, it seems that the F1 business is going very well, and it’s not only Miami,” Mattia Binotto explained, ahead of the 2022 Miami Grand Prix – “Miami is one example, but it’s all that is happening around us in terms of sponsorship interest, in terms of new tracks coming onto the calendar.” – he continued.
Ferrari boss Mattia Binotto feels that the FIA and Formula 1 are deserving of plenty of praise for how the sport has approached the United States market, after several years of trying. During the last two years, Formula 1, just like the majority of the sports, has been dramatically affected by the Covid pandemic, but the the sport was able to organize behind-closed-doors races which entertained sports fans across the globe.
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At the same time, the constant push to improve the on-track spectacle of Formula 1 is also important for the long term success of the sport, as confirmed by Mattia Binotto:”I think it’s a great moment. I think it’s thanks to the show that F1 is showing, it’s thanks to – certainly during Covid – how the FIA have been great to still organise calendars with 17 races in 2020, and last year as well with several races – more than 20. Overall, I think it’s very positive, and you can see Netflix, the digital communications, the broadcast, it’s all good and positive.Looking at the race track, when you’re coming to see so many people now being there, it’s fun.” – he added.
Scuderia Ferrari has also benefited from the positive context, with more interest from sponsors keen to buy into a growing Formula 1: “I think the business is going really, very well. We can see as a team the interest of sponsors has increased, which is great. Miami is a fantastic example of how, in America, things are going very well, and we can only be happy with that.” – Scuderia Ferrari Team Principal Mattia Binotto concluded.
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