Formula One, under Liberty Media (FWONK) ownership for the past eight years, commenced its 75th season with a grand showcase in London, emphasizing accessibility for fans and enhanced broadcast appeal. For the first time, all teams unveiled their 2025 race cars simultaneously at the O2 Arena.
The sport is building on a year of remarkable growth in attendance and viewership, with an expanding race calendar. This momentum is further underscored by Morgan Stanley’s Global Opportunity Fund recently opening a position in Liberty Media, signaling confidence in Formula One’s future prospects, as reported by Bloomberg.
The London event served not only as a platform to showcase new cars and technology but also as an opportunity for fan engagement with the sport’s star drivers. A key catalyst for this surge in popularity, particularly in the US, is Netflix’s docuseries “Drive to Survive,” offering an intimate glimpse into the teams, drivers, and personalities driving the sport.
The highly anticipated seventh season of “Drive to Survive” is expected to premiere in March, preceding the season-opening Australian Grand Prix. Red Bull Racing driver Liam Lawson commented on the Netflix effect, stating, “It’s done really well. It’s grown, especially in America… I can feel sort of it growing around and people becoming really interested.” He also noted the increasing number of races in the US, adding to the excitement.
Lawson, who stepped in for Daniel Ricciardo at Red Bull’s sister team AlphaTauri in the latter half of 2024, has been promoted to Red Bull’s main team for the 2025 season.
The burgeoning American interest in Formula One is further solidified by Ford’s return to the sport in 2026 as Red Bull’s powertrain partner, marking the re-entry of a US automaker. Ford’s previous involvement in F1 ended in 2004 with the sale of its Jaguar Racing team to Red Bull.
General Motors’ Cadillac will also join Formula One in 2026, reinforcing the growing appeal of the sport for American brands seeking a global platform. The prominent F1 races in Miami, Las Vegas, and Austin underscore the strategic importance of the US market for the sport and Liberty Media.
Adding to the intrigue, F1’s US broadcast rights are up for renewal at the end of this year, presenting another significant opportunity for Liberty Media. Reports indicate ESPN, the current rights holder at approximately $90 million annually, will likely not renew due to anticipated substantial increases in the license fee reflecting the sport’s growth in the US. With ESPN potentially out of the picture, Netflix, Comcast’s NBC, and possibly Amazon Prime are projected to be leading contenders for the US broadcast rights.
The central question remains whether Formula One can sustain its growth trajectory both in the US and globally, a factor that may have influenced ESPN’s decision. The upcoming broadcast rights negotiations will undoubtedly play a crucial role in shaping the future of the sport’s presence in the American market.
