Tuesday, March 2, 2021
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F1 plans a big boost in the US market in 2021

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Liberty Media, owners of Formula 1, have long had ambitions to increase their presence in the United States, and talks have advanced on a project in Miami to hold a race there.

Although the former CEO, Chase Carey, who led those conversations, has been replaced by Stefano Domenicali, the new head of the F1 he is equally eager for a greater presence in America.

In statements to some media, including Motorsport.com, Domenicali said that F1 was weighing the best way to accommodate a second race in the United States alongside the current event in Austin.

“Miami is more advanced in terms of discussions, but there are other areas of the American country,” said Domenicali. “But they are not at the level where you can comment on something else or anticipate something happening.”

“I think that in the coming months we will decide what there will be in terms of discussions regarding that country, as well as the eventual rotation or stabilization of two great prizes. That is a work that is in progress.”

Render of the Miami circuit for F1.

Photo by: Hard Rock Stadium

However, Domenicali said that one change to come in 2021 is to raise the profile of Formula 1 in the United States.

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The manager said the category needs to do more to stay in the spotlight throughout the year, rather than just investing in career preparation in that nation.

“I can guarantee you that now there is great interest in the United States for Formula 1,” he said. “What we have to do is we have to feed America with Formula 1 news every day.”

“It’s a mistake to go there for a week, and have an incredible push a week before Austin’s race, and then fall into silence.”

“What we have is a fairly strong communication plan in the United States. We have to crush the information through the appropriate channels and continuously.”

“It will take a long time to start in terms of investment, but the payoff will be huge. So this is part of our strategic global communication campaign that we have to push this year.”

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