Formula 1 | F1 and the USA, a very lucrative honeymoon

As we know, F1 is in full and strong growth in the USA – the stands were packed in Austin last month, and no less than 3 Grands Prix will take place next year on American territory (Miami, Austin, Las Vegas) .

The FOM benefits from this great exposure, but of course the teams also. Last June, we learned that the broadcaster of F1 in the USA, ESPN, was now going to pay 75 to 90 million dollars a year – that is… 15 times more than before.

This can be seen in particular in the new sponsorship deals signed – US firms partnering with F1 teams.

In total, the number of deals between F1 teams and US sponsors has jumped 66% since 2020 (and 21.1% year-on-year).

161 deals currently exist between American companies and F1 just for the year 2022 alone, testifying to the extent of the partnership between the two shores of the Atlantic. In 2021, there were 133 agreements and in 2020, 97 ‘only’.

The latest example comes from Haas, which announced the addition of US-based MoneyGram as title sponsor.

For two years, the McLaren has also been loaded with new sponsors, mostly Americans like CNN or Google.

As for Red Bull, its new title sponsor, Oracle, also comes to us from the USA. The amount would be colossal: we are talking about 500 million dollars over three years (i.e. more than 70% of the amount of capped budgets covered per year).

Notably also, if F1 teams engage with American companies, it is not only for the money offered but also for their nationality.

“Another company showed great interest, and we chose MoneyGram, partly because the other company was not American” thus recently declared Günther Steiner, on the choice of MoneyGram.

Ferrari, at the brand level, also benefits: income from sponsors has grown by 26% in one year.

Finally, let’s not forget that Williams recently went under the American flag (with Dorilton Capital), and that another American team (Andretti) is currently pushing hard to join the sport.

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