Main Story

Motorsport leaders gathered in New York to explore how racing can grow in the U.S. through stronger storytelling, fresh media partnerships, and deeper connections with fans and brands. Former Red Bull chief Christian Horner said F1 could give viewers more insight into race strategy and analysis, while former F1 CEO Chase Carey emphasized building partnerships that benefit both the sport and its commercial partners. NASCAR and IndyCar executives also discussed improving how they tell their stories and expanding their reach beyond North America.

By the Numbers
  • Horner attended 404 consecutive F1 races during his 21 years at Red Bull.
  • F1’s Liberty Media ownership began in 2017.
  • IndyCar’s grid includes drivers from 13 countries.
  • Sergio Pérez is set to make his 300th F1 start at the Mexico City Grand Prix.
Yes, But

Racing’s U.S. popularity and commercial momentum do not guarantee lasting growth. NASCAR executive Tim Clark said the series may have a brand-perception problem, while Horner cautioned that F1 must keep evolving rather than rely on its current wave of attention.

State of Play
  • F1 is using streaming, digital platforms, and new media partnerships to reach new fans.
  • NASCAR plans to build its international presence through content, marketing, merchandise, and partnerships, with Cup Series races outside the U.S. as an aim.
  • IndyCar says it has held serious discussions with international tracks.
What's Next

F1, NASCAR, and IndyCar will need to turn fan interest into sustained engagement and commercial growth. International expansion and more engaging coverage could help, but the next steps depend on executing those plans and giving audiences reasons to follow the sport beyond race day.

Bottom Line

Motorsports’ next growth phase is about more than adding races or sponsors: it will depend on making the sport easier to connect with, telling richer stories, and creating partnerships that deliver value for fans and businesses alike.