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Is the US Still a Growth Market? Insights from the F1 Business Summit

Source: Is the US still a growth market? Five things we learned at the F1 Business Summit (2025-11-22)

The recent F1 Business Summit in Las Vegas highlights the rapid commercial expansion of Formula One in the United States, especially following the success of the Las Vegas Grand Prix. Over just three years, the event has transformed into a major hub for sponsorships, brand activations, and premium hospitality, signaling strong growth potential. The summit revealed that the US remains a vital market for F1, driven by its entertainment culture, technological innovation, and strategic licensing opportunities. Beyond the race itself, the event showcased how F1 is leveraging digital platforms, such as virtual and augmented reality, to enhance fan engagement and expand its global reach. Additionally, the sport is exploring new revenue streams through licensing deals, merchandise, and media rights, which are expected to generate billions in the coming years. The summit also emphasized the importance of data analytics and AI in optimizing race strategies and fan experiences, positioning F1 as a leader in sports technology. As the sport continues to evolve, the US market is poised to remain a key driver of its global growth, with Las Vegas serving as a blueprint for future expansion in entertainment-centric cities worldwide. With the increasing integration of innovative tech and strategic marketing, F1’s US presence is set to grow even more, attracting diverse audiences and boosting economic impact across multiple sectors. This momentum underscores the sport’s potential to sustain long-term growth in the US, making it a critical focus for investors, sponsors, and fans alike.

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