How Brad Pitt Could Shift Formula 1 into the US Mainstream

Formula 1 (F1) is doubling down on its strategy to capture the attention of American sports fans, and Hollywood star Brad Pitt is at the heart of that push. With F1’s growing popularity in the U.S., the racing league is looking to secure a more lucrative broadcast deal, and Pitt’s involvement in an upcoming movie is seen as a key part of that strategy.

Derek Chang, the CEO of Liberty Media, the company that owns Formula 1, has stated that the upcoming film, which stars Brad Pitt, will complement the already exciting on-track competition to further drive interest in the sport. As F1 continues to expand its reach beyond its traditional European base, the film aims to bridge the gap between hardcore motorsport fans and a broader, mainstream audience.

“Anytime Brad Pitt’s in a movie people pay attention,” Chang told the Financial Times in an interview before the 2025 Australian Grand Prix. “The movie is serving the super fan, but also driving this mainstream.” The movie, simply titled F1, is slated for release in June and is expected to build on the momentum generated by F1’s recent growth, especially in the U.S.

F1’s Growing U.S. Presence

The film is part of a larger strategy to use the power of show business to attract new viewers in the U.S., a market where Formula 1 has historically been a niche sport. Pitt’s involvement, along with a stellar production team that includes seven-time F1 world champion Lewis Hamilton and renowned producer Jerry Bruckheimer, signals a significant effort to build on F1’s already notable success in American media.

The film comes at a critical time, as Formula 1 seeks to renegotiate its current U.S. broadcast deal with ESPN. The existing contract, which has been in place since 2018, brings in roughly $85 million annually. However, the window of exclusivity for ESPN to renegotiate has ended, opening up the door for Liberty Media to explore other broadcasting options. While ESPN has been a reliable partner, Liberty Media is now evaluating new opportunities to continue growing the sport in the U.S. and secure a more lucrative deal.

According to analysts at Citi, the next U.S. broadcast deal could be worth up to $121 million, with major players like Netflix, Amazon, and Apple expected to be the top contenders. Chang confirmed that discussions are underway with “all the likely suspects,” which signals an exciting time for F1’s expansion in the American market.

Netflix’s Role in Formula 1’s Growth

The pivotal moment in Formula 1’s U.S. growth came with the release of the Netflix series Formula 1: Drive to Survive in 2019. The show introduced American audiences to the personalities, drama, and excitement of F1, which significantly boosted the sport’s fanbase in the U.S. This was followed by the addition of more U.S.-based races, with events in Miami and Las Vegas, further solidifying F1’s presence in the country.

The results speak for themselves: The average number of viewers for F1 races on ESPN has doubled since 2018, reaching 1.1 million in 2024. However, despite the overall growth, attendance at the Las Vegas Grand Prix in November 2024 fell short of expectations, marking an 8% revenue decline in the fourth quarter for F1.

Challenges in U.S. Market

Despite this growth, F1’s journey in the U.S. hasn’t been without challenges. The Las Vegas race in particular saw a dip in hospitality and ticket sales, with attendance for the second year dropping from 315,000 to 306,000 spectators over three days. To address these challenges, F1 is refining its ticketing strategy, offering more affordable tickets and cutting operational costs to boost attendance for the 2025 Las Vegas race.

This situation highlights the inherent risks of promoting a race in a market that is still in the process of warming up to the sport. As the only F1 event that F1 itself promotes, the Las Vegas Grand Prix carries financial risk if sales don’t meet expectations.

The Road Ahead: A Lucrative U.S. Future for F1

With the film and new broadcast deal on the horizon, Liberty Media and Formula 1 are betting that Brad Pitt’s star power, combined with the continued excitement of on-track action, will push the sport further into the mainstream U.S. consciousness. The film, along with F1’s continued growth and expanded races in the U.S., is designed to make the sport more appealing to casual viewers and hard-core fans alike.

For now, F1’s owner remains optimistic, with Derek Chang noting that the goal isn’t just about economics—it’s about continuing to build the sport’s popularity and finding the right partner to help bring it to new heights in the U.S. As Formula 1 strives for a larger slice of the American sports market, this new chapter, fueled by Hollywood and competitive racing, could very well be a game-changer.