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Friday, December 3, 2021

F1’s US reputation having fun with “steepest rise” amid Liberty push

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After years the place grand prix racing had struggled to make a breakthrough within the US, a sustained effort by Liberty Media to faucet in to the market seems to be paying off.

Helped by the success of the Netflix ‘Drive to Survive’ collection, the US will add a second race in Miami in 2022 and there are even solutions of a 3rd occasion in the long term.

For Hamilton, who spends numerous his 12 months within the US, the change within the sport’s profile has been noticeable, and the acceleration of curiosity has ramped up lots lately.

“I feel we already knew from the start there was enormous potential right here,” defined the world champion.

“My first race within the US right here was in 2007, however I had already been to a NASCAR race, seeing how it’s. I’ve been to an NFL recreation, an NBA recreation, and they’re simply loopy about sports activities over right here.

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“There’s by no means sufficient sports activities. They at all times need extra, extra motion. The progress I’ve seen over these years has been enormous.

“In fact in these final couple of years it has been the steepest rise and an increasing number of individuals are speaking about it, and an increasing number of individuals are partaking.

“The quantity of emails and messages I get from individuals who I’ve recognized for years within the States however by no means knew what I used to be doing and at the moment are hooked and can’t wait to return.

“I feel numerous them are coming this weekend, so I feel that’s solely a great factor and it’s nice to see that response.”

Lewis Hamilton, Mercedes

Photograph by: Steve Etherington / Motorsport Images

F1 CEO Stefano Domenicali was clear when he took over the working of the game earlier this 12 months that there can be a giant focus in attacking the US market.

He felt, nevertheless, that the game wanted continued messaging there, fairly than believing that the curiosity surrounding a single weekend can be sufficient.

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“I can assure to you there’s now huge curiosity within the USA with System 1,” he stated.

“What we do not have to do, by way of mistake, is that the US must be fed with F1 information day by day.

“It is fallacious to go there one week, and to illustrate you might have an unbelievable push one week earlier than the Austin race after which being silent.

“What we’ve got is a plan of communication fairly sturdy within the US. We have to hammer data with the best channels in a steady approach.

“It’s going to take numerous start-up time by way of funding, however the payoff shall be enormous. So that is a part of our strategic world communication marketing campaign that we have to push this 12 months.”

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