While some liked the way the series was trying to open doors for new fans, others weren’t happy with the direction.

They argue that championship leaders may be overlooking the quality of the car, which is crucial to keeping die-hard fans interested.

But while there may be no consensus on this front for now, one thing has become crystal clear in recent months – corporate America is now in love with F1.

A recent report by F1 sponsor analysis firm Spomotion Analytics has revealed that more US companies are involved in the Grand Prix than ever before.

The 2022 season marks the first time there are more than 100 US companies on the F1 pit sponsor list. That’s more than double the 44 people involved when Liberty Media took over F1 ownership in 2017.

That number dipped slightly over the winter, though, as some partnerships weren’t renewed. However, from a start of 98 in 2023, a deal announced shortly before the Miami Grand Prix between Ferrari and US tech firm DXC Technology means the number is back at 105. Plus, with the Las Vegas Grand Prix coming later on the calendar this year, expect more companies to join in.

While the triple-digit number of U.S. companies is interesting in itself, it’s more important how the balance of power between the U.S. and Europe shifts. Because that 105 number is significant because it means there are now more sponsors and partners from the US than from the main European markets.

Sergio Perez, Red Bull Racing RB19

Photography: Jack Grant / motorsport pictures

As Björn Stenbacka of Spomotion Analytics puts it: “In fact, the balance between the US and the five major European markets: UK, Italy, Switzerland, Germany and France has shifted. 104 official team and series partners. That means the scale has tipped in favor of America.”

While U.S. sponsorship is at its peak, the number of European partners is in decline. Germany has lost the participation of six companies since last year, three of which were linked to Mick Schumacher’s departure.

In terms of US sponsorship in F1, McLaren leads the way – 25 of its partnerships are from the US. Red Bull has also made strides in the country, doubling its number of US partners to 18 in just two years.

F1’s emphasis on America’s big business was on display last weekend in Miami, when the honor of waving the checkered flag was given not to any one of the many luminaries, but to Hard Rock chairman Jim Allen. His entertainment and lifestyle company is involved in F1 through its sponsorship of Red Bull and as a partner at Hard Rock Stadium in Miami and the new Las Vegas Grand Prix.

Allen told Autosport that F1 has changed dramatically in the US. Speaking of the success of events like the Miami Grand Prix, he said: “We have a lot of respect for Indy (Car) and NASCAR, but obviously, it’s just another level. We’re really honored to be a part of it.”

He added: “I think when you have a big city like Miami, an international destination like Las Vegas, I think that’s the recipe for success. I hope they don’t dilute the American product because here There are a lot of big cities that can really benefit from that.”

Fans watch the game under the cover of Hard Rock Stadium

Photography: Mark Sutton/ motorsport pictures

As F1 tries to find the sweet spot between keeping casual and hardcore fans entertained, Allen says the entertainment element is crucial for a company like his.

“In any sporting event, while there’s the sport itself and the act of the game, I think you need the entertainment factor,” he said.

“Frankly, when we did the partnership with Stephen Ross for Hard Rock Stadium, it was that conversation. We don’t want to be just football, we want to be an entertainment destination. That’s Why we are so humbled that Stephen and I have been able to enter into a partnership. We have everything from football to concerts to tennis and Formula 1, so it’s very exciting. It’s a really good partnership.”

The data backs up what Allen said: the interest of the US business community in what F1 is launching is at an unprecedented level.