The Soul of the Sport: Is F1's American Expansion Changing Motorsports for Better or Worse?
About this episode
Ava Gregory weighs F1’s American expansion as both a triumph and a potential cultural tradeoff. She cites major growth stats—US TV viewership up sharply, three US races locked in long-term, Apple TV taking over, and US sponsors dominating partnerships. But she argues the engine of growth is largely spectacle: Drive to Survive, celebrity moments, and Las Vegas’ lifestyle-first launch. That raises questions about audience vs community, spillover to IndyCar/IMSA/grassroots, and what F1 owes American motorsports in return for new fans and money.
Formula 1's American expansion is one of the most remarkable growth stories in professional sports history — 135% audience growth since 2018, three US races, Cadillac on the grid, and Apple TV now broadcasting to a fanbase that barely existed a decade ago. By every measurable standard, the numbers are extraordinary.
But are the numbers the whole story?
In this week's Thursday Pit Stop, host Eva Gregory pulls back from the race weekend and asks the bigger question: is F1's American expansion actually good for motorsports — not just good for viewership, sponsorship revenue, and cultural cachet, but good for the sport itself? Good for the people who were here before it was cool?
Eva brings her perspective from inside the industry to offer an honest read on what Drive to Survive built, what the Las Vegas Grand Prix really was, and what the difference between an audience and a community actually means for the long-term health of the sport. She also raises the question that doesn't get asked enough: while F1 has been expanding its American footprint, what has happened to IndyCar, IMSA, and the grassroots scene that gave American motorsports its identity in the first place?
This episode won't give you a clean answer — because Eva doesn't think there is one. What it will give you are three questions worth sitting with, and one closing question she genuinely wants you to answer.
If you came to F1 through Drive to Survive, the Miami grid walk, or the Las Vegas spectacle — this episode is for you. If you've been here for decades and you're not sure how to feel about the new crowd — this one is for you too.
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American expansion
"So let's get into this week's topic and I want to be upfront that this episode is not going to necessarily give you a clean answer... So let's talk about what growth is actually looking like within F1."
They’re talking about how F1 is growing in the U.S. and whether that’s a good thing for racing culture. The episode sets up a “better or worse” question.
The hosts discuss how Formula 1’s push into the United States is changing the sport’s audience, sponsorship, and broadcast model. This is framed as a debate about whether that growth helps or hurts motorsport’s “soul.”
Formula 1's US television audience
"Formula 1's US television audience grew 135% between 2018 and the end of the 2025 season. In 2017, the average race drew about 538,000 American viewers and by 2025, that number had climbed to 1.3 million per race."
They’re citing how many people in the U.S. are watching F1 on TV, and how that number has grown a lot. It’s used as evidence that F1 is getting more popular in America.
This refers to the measured size of F1’s U.S. TV viewership over time. The segment uses audience growth percentages and per-race averages to argue that American interest has surged.
Apple TV
"And in 2026, Apple TV took over from ESPN as F1's exclusive US broadcaster and early numbers suggest that viewership is up again significantly with fans watching not just race day, but practice and qualifying sessions too."
Apple TV is the streaming service that the host says will become F1’s main broadcaster in the U.S. from 2026. They mention it because it may be boosting how many people watch.
Apple TV is named as the exclusive U.S. broadcaster for Formula 1 starting in 2026, taking over from ESPN. The segment suggests this streaming shift is already affecting viewership patterns.
exclusive US broadcaster
"And in 2026, Apple TV took over from ESPN as F1's exclusive US broadcaster and early numbers suggest that viewership is up again significantly..."
“Exclusive broadcaster” means only one TV or streaming service has the rights to show F1 in the U.S. The host says Apple TV will be the only one starting in 2026.
An exclusive broadcaster means only one media provider has the rights to show the content in a specific market. Here, it describes Apple TV’s exclusive rights in the U.S. for Formula 1 starting in 2026.
ESPN
"And in 2026, Apple TV took over from ESPN as F1's exclusive US broadcaster and early numbers suggest that viewership is up again significantly with fans watching not just race day, but practice and qualifying sessions too."
ESPN is mentioned as the network that used to carry F1 in the U.S. before Apple TV takes over. It’s included to show the broadcasting shift.
ESPN is referenced as the previous exclusive U.S. broadcaster for Formula 1 before Apple TV takes over in 2026. The mention is part of the broadcast-distribution change the host is highlighting.
practice and qualifying sessions
"...with fans watching not just race day, but practice and qualifying sessions too."
F1 has more than just the race: practice is teams testing and adjusting, and qualifying decides the starting order. The host says more fans are watching those parts too.
In F1, practice sessions are on-track sessions used to dial in car setup and learn conditions, while qualifying sessions determine the starting grid. The host notes U.S. viewers are watching more than just the race itself.
Austin Circuit of the Americas
"The US now hosts three races, Austin Circuit of the Americas, which has been on the calendar since 2012, Miami, which joined in 2022, and Las Vegas, which launched in 2023."
This is the F1 race track in Austin, Texas. The show points out it’s been on the F1 calendar since 2012 and is part of why the U.S. now hosts multiple races.
Circuit of the Americas (COTA) is the F1 track in Austin, Texas. It’s one of the U.S. venues that helped establish F1’s long-term presence in America starting in 2012.
Miami
"The US now hosts three races, Austin Circuit of the Americas, which has been on the calendar since 2012, Miami, which joined in 2022, and Las Vegas, which launched in 2023."
Miami is a newer F1 race location in the U.S. that started in 2022. It’s mentioned as one of the three American races now on the schedule.
Miami is one of the newer U.S. additions to the Formula 1 calendar, joining in 2022. The segment treats it as part of the broader “three-race” U.S. footprint.
Las Vegas
"The US now hosts three races, Austin Circuit of the Americas, which has been on the calendar since 2012, Miami, which joined in 2022, and Las Vegas, which launched in 2023."
Las Vegas is another F1 race location in the U.S., and it started in 2023. The episode uses it to show how fast F1 has added races in America.
Las Vegas is the most recent U.S. Formula 1 race venue mentioned here, launching in 2023. It’s used to illustrate how quickly F1 has expanded in the U.S. over the last decade.
partnership base
"The US is the only country in the world that hosts three Formula 1 races and American sponsors now make up more than 45% of F1's total partnership base."
This means the total set of companies that sponsor or partner with F1. The host is saying a big share of those partners are now based in the U.S.
“Partnership base” here refers to the overall pool of sponsorship and commercial partners supporting F1. The host uses it to quantify how much of F1’s sponsor ecosystem is now American.
Cadillac
"American sponsors now make up more than 45% of F1's total partnership base. Cadillac joined the grid this season as the first American constructor in decades, okay?"
Cadillac is being described as entering Formula 1 as a team/constructor. The host says it’s the first American constructor in a very long time.
Cadillac is mentioned as joining the F1 grid as an American constructor, which is a major branding and participation milestone. The host frames it as the first American constructor in decades.
constructor
"Cadillac joined the grid this season as the first American constructor in decades, okay?"
A “constructor” in F1 is the team that runs the car program and competes in the championship. It’s not just a brand name—it’s the racing team entering the cars.
In Formula 1, a constructor is the team/organization that builds and enters the car for the championship (separate from the engine supplier). The host uses it to describe Cadillac’s role as an American team entering the grid.
American domestic motorsports
"So there's also a question I want to raise about what this growth means for American domestic motorsports as a whole."
They mean all the racing in the U.S.—not just one championship, but the whole mix of big series and local racing.
This refers to the broader set of racing categories and communities based in the U.S., including major series and local grassroots participation. The discussion frames it as a health-and-growth question rather than just a single league comparison.
F1
"Because while F1 has been expanding its footprint here... the conversation in American motorsports media has become more F1-centric than ever."
F1 is the top global open-wheel racing series. Here it’s the focus of the question: is its U.S. growth helping the whole sport, or mostly just itself?
F1 (Formula 1) is the global single-seater racing series that the host says has been expanding in the U.S. The segment uses F1 as the driver of a broader debate about audience growth strategies and their downstream effects on other motorsports.
IndyCar
"Because while F1 has been expanding its footprint here, IndyCar, IMSA, and the grassroots scene have not necessarily seen the same proportional shift."
IndyCar is a major U.S. racing championship (open-wheel) that competes for fans and drivers. Here, it’s mentioned to compare growth trends against F1.
IndyCar is the premier open-wheel racing series in North America, with its own fanbase, teams, and development ladder. In this segment, it’s used as a benchmark for whether American series are benefiting from F1’s U.S. expansion.
IMSA
"Because while F1 has been expanding its footprint here, IndyCar, IMSA, and the grassroots scene have not necessarily seen the same proportional shift."
IMSA is a big U.S. sports-car racing series. In this discussion, it’s brought up to show that other American racing categories haven’t grown at the same rate as F1.
IMSA is the major North American sports-car racing organization/series, known for endurance-style racing and multiple classes. The host cites it alongside IndyCar to argue that F1’s U.S. growth hasn’t automatically lifted other American disciplines.
grassroots scene
"At the smaller, lower-tier entry level... grassroots scene have not necessarily seen that proportional lift, right?"
They’re talking about local, beginner-level racing—where people start out before they ever reach the big pro series.
The grassroots scene is the entry-level, local level of motorsport where people first get involved—often through clubs, amateur racing, and youth programs. The host argues that F1’s growth hasn’t translated into a proportional boost for these pathways in the U.S.
driver development pipelines
"if F1 had grown its American audience through grassroots development, more carting investment, more driver development pipelines, more accessible race experiences..."
It means the steps that help young drivers grow—like moving from beginner racing to bigger and more competitive series. The host is asking whether F1 invested in that kind of pathway in the U.S.
A driver development pipeline is the structured pathway that takes young talent from entry-level karting or junior racing through higher categories. The host suggests that if F1’s U.S. expansion had invested in these pipelines, the health of American motorsports might look different.
carting investment
"if F1 had grown its American audience through grassroots development, more carting investment, more driver development pipelines..."
Karting is where many future race drivers start. The host is asking whether investing in karting would have helped grow American motorsports more broadly.
Carting (karting) investment refers to funding and support for go-kart racing, which is a common entry point for future professional drivers. The host implies that stronger karting support could strengthen the U.S. talent and participation base behind American motorsports.
accessible race experiences
"if F1 had grown its American audience through grassroots development... more accessible race experiences..."
Accessible race experiences are efforts to make attending and engaging with racing easier for more people—through ticketing, venues, programming, and fan access. The host frames this as part of a grassroots-friendly growth model that could improve the overall health of American motorsports.
top-down spectacle-driven growth
"Or is top-down spectacle-driven growth the only kind that works at scale?"
They’re contrasting two approaches: building racing culture from local participation upward versus relying on big, flashy events that attract attention quickly. The question is whether the second approach is enough by itself.
This describes a growth strategy that prioritizes large, high-visibility events and media spectacle first, rather than building participation from the ground up. The host contrasts it with grassroots development to ask whether spectacle alone can scale sustainably across a country’s motorsports culture.
Drive to Survive
"if you're a newer F1 fan who came through Drive to Survive or the Las Vegas Grand Prix or the Miami Celebrity Grid Walk,"
Drive to Survive is a Netflix show about Formula 1. It makes F1 easier to get into by showing the people and drama behind the races.
“Drive to Survive” is a Netflix documentary series that helped introduce Formula 1 to a mainstream audience. It’s often credited with turning casual viewers into long-term fans by focusing on personalities and rivalries.
technical regulations
"Have you tried a track day? Have you attended a local race or learned about the technical regulations? Or has your fandom stayed mostly at the content level?"
Technical regulations are the official rules that limit what teams can build. They control car design so the competition is about engineering within the same boundaries.
Technical regulations are the rulebook requirements that define how F1 cars are designed and built. They cover things like allowed components, dimensions, and performance-related constraints, shaping the engineering “game” teams play.
track day
"Have you tried a track day? Have you attended a local race or learned about the technical regulations?"
A track day is an event where private drivers take their own cars onto a racetrack for timed laps and practice. It’s a common “gateway” activity for people who want to experience motorsport beyond watching races.
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