{"id":238489,"date":"2022-06-01T12:07:17","date_gmt":"2022-06-01T10:07:17","guid":{"rendered":"https:\/\/rtrsports.com\/formula-1-sponsorship-deals-usa\/"},"modified":"2026-09-25T18:01:27","modified_gmt":"2026-09-25T16:01:27","slug":"formula-1-sponsorship-deals-usa","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/formula-1-sponsorship-deals-usa\/","title":{"rendered":"Formula 1 in the United States: how it won over America and who sponsors it in 2026"},"content":{"rendered":"

For decades the United States was Formula 1’s great missing market. In 2026 it has become its most dynamic one: three Grands Prix on the calendar, an American team on the grid, an American manufacturer as Red Bull’s engine partner, TV rights now with Apple and a list of American sponsors that grows every season. Here is how Formula 1 won over America, and what it means for anyone who wants to sponsor it.<\/strong><\/p>\n

Updated September 2026.<\/em><\/p>\n

In short: in 2026 Formula 1 races in the United States in Miami, Austin and Las Vegas, fields Cadillac as its eleventh team for the first time and is broadcast exclusively by Apple under a five-year deal. According to Nielsen, there were 52 million American fans in 2024, up 10.5%. American companies linked to the teams include Oracle and Ford with Red Bull, Mastercard and Google with McLaren, HP and IBM with Ferrari, and Microsoft and PepsiCo with Mercedes. For a brand, American or European, the United States is now one of the main reasons to invest in Formula 1.<\/p>\n

A love that came late<\/h2>\n

The United States has a long history in racing, but for a long time racing, for Americans, meant above all NASCAR, IndyCar and drag racing. Formula 1 had American champions, Phil Hill in 1961 and Mario Andretti in 1978, and raced in many cities, from Watkins Glen to Long Beach, from Detroit to Phoenix and Indianapolis. Yet it had never managed to put down lasting roots.<\/p>\n

The turning point came with Liberty Media, the American group that took over the championship in 2017, and with a strategy built on the language of American entertainment. The first big tool was Drive to Survive on Netflix: according to Nielsen, more than 360,000 American viewers started following the 2022 races after watching the series, and a Morning Consult poll from March 2022 found that 53% of American fans considered the series one of the reasons for their interest.<\/p>\n

Three Grands Prix and record crowds<\/h2>\n

Today Formula 1 races three times in the United States, more than in any other country:<\/p>\n