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Formula One Appears To Be Taking A Turn For The Better In The U.S.

Formula One driver Fernando Alonso (ESP) during practice for the 2013 Monaco Grand Prix. Mandatory Credit: Jerome Prevost/Presse Sports via USA TODAY Sports
Formula One driver Fernando Alonso (ESP) during practice for the 2013 Monaco Grand Prix. Mandatory Credit: Jerome Prevost/Presse Sports via USA TODAY Sports
Formula One driver Fernando Alonso (ESP) during practice for the 2013 Monaco Grand Prix. Photo Credit: Jerome Prevost/Presse Sports via USA TODAY Sports

When you think of Formula One, You think of the great racing countries like Italy, Germany and Great Britain. Each has a rich history, and each is a staple of Formula One and of racing in general. In the United States; however, the rich history just is not present.

In fact, the sport has never been very popular here. Take, for example the 1990 US Grand Prix in Phoenix. On the same day, there was an ostrich race in the nearby suburb of Chandler. According to the Prescott Courier, the Grand Prix was heavily outdrawn by the ostrich race, which attracted 75,000 fans.

Since those bleak days in the early 90’s, things appear to have taken a turn for the better. The new Circuit of the Americas in Austin, Texas is the very first purpose-built Formula One racetrack in the United States. Not since Watkins Glen in the ‘60s, ‘70s and ‘80s has Formula One had a permanent home in the United States. With the Circuit of the Americas, that appears to have changed.

An estimated 265,000 spectators were in attendance at Formula One’s first year at the $400 million racing complex. The high attendance rate is encouraging for the young venue. However, in a country whose racing scene is already dominated by NASCAR, one may come to the conclusion that the barrier to entry for a racing sport in the United States is still quite high.

Quite the contrary.

Jon Miller, President of Programming at NBC Sports called the sport a “very attractive property,” citing the broadcast of the Monaco Grand Prix as evidence. The race took place at 7 a.m. on May 26th and still managed to attract more U.S. viewers than any other F1 race in the last 6 years. The potential is there; all that’s left is attracting new fans.

Though pulling fans of NASCAR over to Formula One seems it would be an obvious strategy, the fact of the matter is that the two sports attract totally different audiences. F1 fans tend to be highly affluent individuals, and rightfully so. According to Best Tickets US Grand Prix tickets range in price from $202 to $6,436 for the final day of the event with an average price of $761. Parking alone costs as much as $202. Compare that to the next NASCAR Sprint Cup Series race, which has tickets ranging from $41 to $103 and an average price of $56, and it’s not even close.

The US grand Prix starts on Nov. 15th. If you can’t afford the hefty price tag, be sure to tune in and watch it from home. Lewis Hamilton, the winner of last year’s iteration of the race called it “one of the best, if the best Grand Prix” of the season. By the looks of things, there are many more great races to come.

By Darren Heitner

Darren Adam Heitner, Esq., is a preeminent sports attorney and the founder of Heitner Legal, P.L.L.C., a Fort Lauderdale-based law firm specializing in sports law, contract negotiations, intellectual property, and arbitration. He earned his Juris Doctor from the University of Florida Levin College of Law in 2010 and a Bachelor of Arts in Political Science, magna cum laude, from the University of Florida in 2007, where he was named Valedictorian of the College of Liberal Arts and Sciences. Admitted to practice in the state bars of Florida, New York, and the District of Columbia, as well as multiple federal courts, Darren also serves as a certified arbitrator with the American Arbitration Association.

As an adjunct professor, Darren imparts his expertise through teaching Sports Law at the University of Florida Levin College of Law and Name, Image, and Likeness (NIL) at the University of Miami School of Law in the Entertainment, Arts, and Sports Law LL.M. program. His scholarly contributions include authoring several books published by the American Bar Association, such as How to Play the Game: What Every Sports Attorney Needs to Know, and numerous articles in prominent publications like Forbes, Inc. Magazine, and Above the Law. His thought leadership in NIL has earned him recognition as one of the foremost experts by The Wall Street Journal, USA TODAY, and On3, and he has been lauded as a “power player in NIL deals” by Action Network and a “top sports trademark attorney” by Sportico.

Darren’s passion for sports law led him to establish Sports Agent Blog on December 31, 2005, initially titled “I Want To Be A Sports Agent.” The platform, created as a New Year’s resolution, has grown into a cornerstone of the sports agency community, offering in-depth analysis of industry trends, legal disputes, and agent-player dynamics. His commitment to the field is further evidenced by his representation of numerous athletes and sports agents, as well as his prior role as an Adjunct Professor at Indiana University Bloomington, where he developed and taught a course on Sport Agency Management from 2011 to 2014.

Darren’s contributions have been recognized with prestigious honors, including the University of Florida’s 40 Under 40 Award, the University of Florida Levin College of Law’s Outstanding Young Alumnus Award, and designation as the best lawyer in Fort Lauderdale by Fort Lauderdale Magazine. He remains an active voice in the sports law community, sharing insights through his weekly NIL newsletter and his X posts, engaging a broad audience on legal developments in sports.

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