Could F1 sports betting take over the US?

Formula 1 has long been considered a predominantly European sport due to its roots and interest from the fans, but could the tide soon be turning as F1 sports betting ramps up?

The fascination amongst fans in the United States is growing, with the sports betting ambitions gearing up for an all-new market.

Previously, the sport hasn’t yet leaned into gambling in the same way that the NBA or soccer does but this appears to be changing at a time when the US betting industry is seeing a major boom.

With the increasing popularity, F1 could soon be rising in the sports betting world in the US – perhaps more so than any other sport.

US-based F1 sports bettors have a higher share than NBA fans

According to data from YouGov, “nearly half of American sports bettors (47%) are interested in Formula 1, more than double the share of the general US population.”

In the last 12 months, some 28% of F1 fans placed an online sports bet which is the highest share among fans of major US sports leagues. NBA fans accounted for 25%, NASCAR fans 21%, and NFL fans at 16%.

It’s not just online where people are turning to either, with the offline activity also found to be higher than any other fan group.

While the sport has been around since 1950, it’s only in recent years that traction has begun to pick up in the United States. There is still some way to go though, as motorsport is the joint-eight most popular betting category as it sits behind soccer, NBA basketball, NFL football, esports, tennis, MLB baseball, and boxing.

Interest has been rising rapidly following the ‘Netflix effect’

In 2019, Netflix released its hit series ‘Formula 1: Drive to Survive’ which follows the lives of drivers, on and off track, each season.

Since then, the entertainment company has been largely praised for helping F1 to ‘finally crack’ the US market. A poll from 2022 found that 28% of American adults considered themselves to be F1 fans, with more than half crediting the Netflix show as been the reason for this.

“Things like Netflix have been amazing,” Zak Brown, McLaren CEO, told CNBC. “It’s brought in [a female audience], a younger audience and a North American audience, and I feel like we’re just getting started.”

The reach of Netflix is reported to have brought in 37% of new fans from the US, 12% from the UK and 9% from Australia, according to Buzz Radar.

Although many would argue there’s still much to be done to convince an American audience to tune into races, the accessibility of doing so is being improved upon. Many of the races are suitable to a European timezone, essentially eliminating casual fans who don’t wish to wake up in the middle of the night to catch a race.

But F1 has shown its commitment to those fans, as it recently signed an extension to the Miami Grand Prix which first began in 2022. Now, this will remain a permanent fixture until 2041 which is currently the longest contract out of all races.

There are three races in total – out of 24 – which take place in North America, including the Miami Grand Prix, Circuit of the Americas in Austin, and the Las Vegas Grand Prix.

In 2024, there were rumors Chicago could see a grand prix, but this hasn’t ever been confirmed nor commented on. The rumors continue to swirl as to whether another US-based grand prix will be added to the calendar, with New York City, Indianapolis, and Nashville as other regular suggestions from the fans.

Long-term engagement opportunities for F1

Another indicator that US F1 fans could be an interesting target for the betting industry comes apparent when looking at the demographics. Those that bet on motor racing are younger than almost any other major sports betting audience.

58% of motorsports bettors are between 18-34, with this young digitally-aware demographic potentially being an ideal target audience for betting operators as long-term engagement could be fruitful.

In 2026, spectators could see operators utilize the entry of Cadillac to their advantage. This will become Formula 1’s 11th team next season, with current marketing having that all-American touch.