DUTCH DRIVER MAX VERSTAPPEN MAY HAVE claimed victory at the Miami Grand Prix on May 7, but it was Formula 1 president and CEO Stefano Domenicali who was the real winner. The second running of the race was the first of three grand prix in America this racing season the most held on U.S. soil in nearly 40 years in a resurgence led by the Italian executive and the series' Colorado-based owner, Liberty Media.
Through clever marketing via social media and the hit Netflix series Drive to Survive, plus enough youth-friendly "woke" ideology to ruffle the feathers of the Miami Grand Prix's host state governor, Ron DeSantis, Formula 1 is capturing the imagination of a new generation of American fans. With a seemingly glamorous, celeb-filled international jet set vibe and the buckets of cash that come with it- reigning champion Verstappen is said to be raking in $55 million to drive his Red Bull Honda this season-it is not hard to see how Formula 1 has turned more than a few young heads in the past few years.
"This is an incredible opportunity to make sure that the new fans watching for the first time are captured by us," Domenicali told Newsweek before the Miami race. "Explaining the sporting excitement that is on the track, explaining the incredible experience that we want to give to the fans that are attending the races, and explaining the passion and the technology that is behind the scene of Formula 1 and making sure that we give to our new American audience all the elements for them to choose. We want to make sure that they have everything [so] they're going to choose Formula 1, for bigger growth for us in this incredible country."
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Can Alternative Therapies Treat Cancer?
Doctor and breast cancer survivor Liz O'Riordan addresses misinformation around managing the disease
Falling for Romance
A new book, Nora Ephron at the Movies, celebrates the writer/director best known for her iconic rom-coms and strong female characters
Cracking the Norse Code
Walrus DNA has shown that Vikings were likely the first to have encountered Indigenous North Americans
Monumental Shift
The discovery of 165-million-year-old crystals Easter Island has upended the longheld notion of how the Earth's \"conveyor belt\" moves
'OUR FOREIGN POLICY AND DOMESTIC REFORMS ARE TWO SIDES OF THE SAME COIN'
It is a well-known fact across the globe that the North Korean regime is irrational and unpredictable, but we have been consistent in strengthening our defense posture against the threat from North Korea since the Korean War, and I believe that their conventional capability is much inferior to that of the Korean military.
'They Read My Eulogy As I Lay in an Open Grave'
Like Paris Hilton, Natasia Pelowski claims she was subjected to abuse at a teenage therapy program
Russian Economy Faces 'Burnout
Vladimir Putin admits difficulties” as the country’s key interest rate reaches a historic high
China's 'Silent Chemical War'
The U.S. must investigate Beijing's role in the manufacturing of fentanyl that is killing Americans, says one mom whose daughter died after accidentally taking the illicit substance
HARSH HEADWINDS
President Yoon Suk Yeol's BATTLE to reform a South Korea beset with structural problems under the specter of an increasingly aggressive neighbor to THE NORTH
Bridget Everett
BRIDGET EVERETT NEVER THOUGHT SHE'D BE THE LEAD OF A TV SHOW. \"I come from the downtown world in New York, a cabaret singer, and these things just don't happen, you don't find yourself with three seasons of HBO.