Confidence in F1’s Growth in the US
There is a notable sense of buoyant confidence surrounding Katharina Nowak, which is understandable given the strong position of Formula 1 in the United States and specifically at the Miami Grand Prix. Nowak, 29, who leads the Miami GP, believes the sport’s momentum in the US is only set to increase.
“F1 is at its strongest right now that we’ve seen, the interest in F1 is still going up and will go further,”
she says ahead of the upcoming race in Florida.
“From my seat at the table, we are seeing the interest continue to grow.“Obviously 2022, when we launched the Miami GP, was a perfect storm but last year ESPN reported record-breaking viewership numbers in the United States for 22 out of the 24 races. We’ve seen it in our success in our ticket sales this year that, there is strong demand for the Miami GP and for F1.”
Nowak was appointed president of the Miami GP last year, becoming at 28 the youngest person ever to hold such a position in Formula 1. She is also one of only two women to hold a race president role, alongside Emily Prazer, president of the Las Vegas GP, which is run by F1’s owners.
Having worked at the Miami GP since its inaugural race in 2022, Nowak has witnessed firsthand the unprecedented interest generated by the new, glamorous city-based event held shortly after the Covid pandemic.
There was initial debate about whether the high interest would persist once the novelty faded, especially with the addition of the Las Vegas GP alongside the US GP in Austin, raising questions about the sustainability of three US races. However, on the eve of the fifth Miami race, which has a contract through 2041, Nowak sees only positive trends in this coveted market. Every Miami GP race has sold out, and this year’s demand is exceeding expectations.
“Our ticket sales have really been the defining factor in that this year our renewal numbers were higher than they’ve been in the past years,”
she explains.
“We’ve been pacing ahead of our targets every single month since we went on sale.”
From Bandwagon Fan to F1 Leader
Interestingly, Nowak’s path to a senior role in F1 reflects the sport’s evolving demographic. Originally from Austria, she admits her early exposure to F1 was limited to summers spent with grandparents and uncles, where she was aware of the “really loud sport” they watched but had only a fleeting connection.
Her deeper engagement began when F1 came to the Hard Rock Stadium, where she was working, and she eagerly joined the F1 project.
“I’ve actually grown into F1. While I knew what the sport was and I remember summers sitting in front of the TV, I didn’t understand it fully and have a respect for it like I do now,”
she says.
“I really got an understanding for the sport and respect for the sport while watching [Netflix documentary] Drive to Survive.“So I really was one of those bandwagon F1 fans that jumped on once Drive to Survive came out and that gave me an even more a better introduction into working in F1 than I could have probably gotten otherwise.”
This background may challenge traditional F1 purists, but it exemplifies the new reality and success of the sport. Nowak, who came to F1 through Drive to Survive, is well-positioned to sustain the sport’s dynamic growth in the US.
Notably, the Miami GP’s audience demographics align with F1’s targeted growth segments. Ticket sales reflect a nearly equal gender split, 49% women to 51% men, and skew toward a younger audience. For a young race attracting a youthful fanbase, the origin of their interest is less important than their enjoyment.
Innovation and Competition Among US Races
Innovation remains a priority for Nowak. This year, the circuit has adapted in response to feedback, including modifying a section of the Miami marina and its artificial water area to accommodate general admission tickets.
Miami faces competition from other US races, particularly the Las Vegas night race, which promotes itself as the glamour destination among the three US events. This has led to speculation about rivalry as they compete for attention.
“I get asked that quite a bit,”
Nowak remarks.
“I always have to say that I actually don’t think there is. Credit goes to F1 for allowing each of the promoters around the calendar to really have their own identity and show off who they are in their own way. We’re seeing more and more new audiences coming to the GP. So I think we’ve got more than enough room for all three of us races to continue to succeed and grow in the United States.”
Leadership and Representation in a Male-Dominated Sport
Nowak approaches her first Miami GP weekend as president with confidence. She also recognizes the opportunity to influence a traditionally male-dominated arena. Miami, in multiple respects, represents change within F1.
“I do feel a certain responsibility for the women of our organisation but also the women in the other motorsport roles to show them that it is possible and what it takes to get here,”
she states.
“There are 250 women that work for Hard Rock Stadium, the Miami Dolphins and the Miami Grand Prix. So for those women alone I feel a responsibility and accountability to support and continue to lift them up like others have done for me.”
