Ferrari boss Mattia Binotto says the impact of F1's rise in the United States is already being felt by teams, with interest from sponsors increasing. F1 is braced for its first race in the state of Florida for 63 years as the sport touches down in Miami. The event at the Miami International Autodrome, a track assembled on the site of the Hard Rock Stadium, promises to be one of the biggest events of the season. It comes with the sport growing in popularity in the United States, in part thanks to Netflix documentary series Drive To Survive, generating increased interest from venues keen to stage races, with Texas (2012-), Miami (2022-) and Las Vegas (2023-) all holding F1 contracts. For the fans, this means new tracks in new destinations as F1 becomes more prevalent in the US market. Meanwhile, for teams, it has already delivered a rise in interest from sponsors keen to purchase real estate on their cars. "Generally speaking, it seems that the F1 business is going very well, and it's not only Miami," said Binotto, speaking to select members of the media, including RacingNews365.com . "Miami is one example, but it's all that is happening around us in terms of sponsorship interest, in terms of new tracks coming onto the calendar."
Binotto: It's thanks to the show that F1 is putting on
Binotto believes the FIA and F1 are deserving of plenty of praise for the way the sport has been able to turn heads in America, after many years of trying. During the height of the Covid pandemic, the sport managed to stage behind-closed-doors races that entertained sports fans across the globe. But the constant push to improve the on-track spectacle of the sport has also played its part, the Ferrari boss says. He continued: "I think it's a great moment. I think it's thanks to the show that F1 is showing, it's thanks to - certainly during Covid - how the FIA have been great to still organise calendars with 17 races in 2020, and last year as well with several races – more than 20. "Overall, I think it's very positive, and you can see Netflix, the digital communications, the broadcast, it's all good and positive. "Looking at the race track, when you're coming to see so many people now being there, it's fun."
Ferrari have seen lift in sponsorship interest ahead of Miami
For Ferrari, that has meant more interest from sponsors keen to buy into a growing Formula 1. "I think the business is going really, very well," added Binotto. "We can see as a team the interest of sponsors has increased, which is great. "Miami is a fantastic example of how, in America, things are going very well, and we can only be happy with that."
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