Domenicali: Formula 1 determined to show US fans ‘who we are’

Formula 1 chief executive Stefano Domenicali says the sport is determined to succeed in boosting its brand in the United States, insisting F1 has “a story to tell” in America.

Rumors of a second race to be held at the Circuit of the Americas later this year grew louder at the Hungaroring last weekend as F1 potentially anticipates more disruption in the back half of the 2021 season.

The Austin venue has already declared itself up to the task of staging a double-header, and confirmation of such a plan should come by the end of August.

A second round of racing at COTA this year would likely do F1 no harm as it seeks to grow its brand and fanbase in the US, and build on the momentum it has enjoyed since announcing the arrival on its 2022 calendar of a milestone event in Miami in 2022.

Speaking on a Business Breakdowns podcast, Domenicali highlighted the importance of the US market for F1’s future development and prosperity

“We have an incredible opportunity to develop new markets. Next year we’re going to be in Miami, in the United States,” explained the Italian.

“The United States of America represents one big challenge for us that we need to make sure we take in a good way.

“I see a lot of enthusiasm already with fans in Miami, the tickets are almost sold out.

“The level of attention is there, therefore it’s our duty to make sure that we, I don’t know if it’s right to say, that hammering down these intense moments in the weeks forward because we need to give to our American fans, the explanation of who we are.

“We need to provide them with a different platform because of course, we do respect the incredible sports platform that is there in the US, but we do believe that we can be unique.

“We need to be humble in understanding the reason why professional sports in the US, like football, basketball, like baseball are very strong, but we have a story to tell.”

Read also: COTA keen on US GP double header and ‘doing something special’

The US has historically been a tough market to crack for F1, with the sport’s popularity in America marked by periods of ebbs and flows.

But Domenicali is convinced that F1 is now well placed to gain a strong and durable foothold in the US, and a “credible voice” with the country’s sports fans.

“We are credible and above all, we can create passion and emotion in a way that in motorsport, of course, we have other forms in the US that are very important, while we do believe we could have a stronger voice,” said the F1 chief.

“That’s why we want to show who we are. And with a credible voice, we can be really strong in the US.

“So that’s really a target that we have very clear, but we want to make sure that our American fans in the next couple of years will understand what Formula 1 is.

“And this is something that we don’t sleep because we know that there’s a challenge, but we want to succeed at that.”

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