Can Formula 1 “Rush” To A New American Audience?

This past week The Sports Business Journal gave out its 2013 Sports Business Awards, and among many of the usual exemplary nominees and winners…IMG, the USOC, ESPN, NBC Sports…was the winner for Event of the Year…2012 United States Grand Prix in Texas.  What made the event a nit of a surprise winner was a combination of dogged determination to get the race finally staged at all, and the fact that it was about a sport wildly popular globally but almost invisible in the minds of casual American fans, Formula 1 racing.

In many ways F1 could be following the path of another sport which took decades to grab a foothold in the States but is now the talk of the town, soccer. And while no one is expecting grassroots F1 or an American circuit to be the driver, other elements…an ever growing multicultural population, technology, access to compelling video content, new brand interest, and a young audience which loves thrill seeking…all plays in F1’s favor to grow at least, as a sport to watch in the U.S. finally.

Two other factors’ a willing broadcast partner in NBC and the potential effect Ron Howard’s upcoming film, “Rush” ; could also help raise the tide of F1 interest as the year goes along as well. The live showing of Sunday’s Monaco Grand Prix very early in the morning in the States (at a time usually reserved for cartoons, local news shows and infomercials) on NBC was an interesting litmus test to see what the interest is in the sport, with very little downside should the answer be…not much.

The reason F1 has not been a success in the States has really been one of economics over the years. To bring an event to the States required millions in infrastructure in a climate where NASCAR appeared to fill much of the need for racing of any form, and Indy Car took up the rest of the space. However the appeal of Indy Car, a cousin at least in look to F1, also remains very much an issue, as the circuit continues to struggle to find its identity outside of the Indianapolis 500 in an environment where compelling stories and high speeds should be driving it upwards.   So can F1 finally grab that high speed space and grow in the States?

Maybe. The success of the Texas race, with a multimillion dollar home race course, showed that there was an event marketplace for F1 in the States. It drew people, media coverage and brands in its launch. The possibility of a second road race in the New York area would be a huge boost for the sport as well, bringing racing to the New York area where not just fans, but Madison Avenue, could really get the speed, power, and sexiness that fans around the world already love about F1. Technology also gives F1 an opportunity to engage with fans and draw in a younger audience in a virtual environment. Drop in the adrenalin filled racing at high speed s around tight curves that any thrill seeking first adopter would love, all of which can be delivered in formats from second screens to video games, and you have somewhat of a framework for audience development.  Mix in some high spending brands…Mercedes presenting the Sunday race on NBC for example…and there is more reason for interest in F1.

There are many hurdles the sport still needs to climb to see if the market is there. A governing body which has been skittish on the American market needs to better focus on the States, especially now that the Texas track has worked. The sport is wildly expensive to produce and there are no viable American stars as drivers right now, although there is always the chance for crossover from other forms of racing. It can be challenging to follow from a fan perspective, and the fact that it is a global circuit makes view times difficult for broadcast TV in the US. There is also the quandary of why Indy Car…which had a movie of its own in “Driven” a few years ago, hasn’t caught on consistently with the casual fan despite its high speeds and exciting races.

That being said, F1 is big business, big bucks, big thrills, big technology, big content and bug audience in an industry that is becoming more global by the minute. What is a  novelty to view on a Memorial Day weekend morning today could be must see TV in a few years for sports fans, much like the Indy 500 once was.  As a sport with global appeal, F1 coming into the American marketplace will be one to watch, literally online, on TV and as a business, in the coming year, especially if “Rush”  makes  a dent from Hollywood and a second race in Gotham grabs ahold.