Formula 1 | Formula 1 lands in the USA with the cry “Follow the money”

In the Corriere della Sera, Daniele Sparisci takes stock of the situation of the bond created between Formula 1 and the United States of America, in the form of ownership but also of Grand Prix, such as that of Miami but also of future events such as Las Vegas: “Follow the money, the money takes us to the fake port of Miami where VIPs pay huge amounts to watch Leclerc and Verstappen aboard real boats, fake moored. Business is business, this is America and this is what Formula likes. 1. For years Liberty Media had been wondering how to make a profit from the Circus purchased for its weight in gold by Bernie Ecclestone. Eight billion at the time seemed like a gamble, so much so that the CVC fund it sold together with Ecclestone laughed out loud. Formula 1 However, she got up again by finding new rules, new markets by borrowing rules from the NBA and baseball. She also discovered America with Netflix able to speak the same language as the Americans. But it is not only thanks to Drive to Survive if Formula 1 is back to shine. Tense, exciting championships, fought with duels destined to remain in history. Like the one in 2021 between Hamilton and Verstappen or with the return to the top of Ferrari. Italian brands like Ferrar also toast i Trento, over 50 thousand bottles uncorked in Florida. Miami is an experiment for the future, even if the problems were not lacking. Formula 1 doubles its revenues and records millionaire profits, when last year at this time it was at a loss. Growth in every sector: from TV rights, licenses to sponsors and collections in GPs. American traction is starting to be felt. It will soon become the first market, not only at the Merchandising level, but also at the sponsor level. Red Bull signs agreements with Oracle worth half a billion. Follow the money is the new battle cry “.

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