Formula 1 has seen a dramatic surge in popularity across the United States in recent years, evolving from a niche motorsport into a mainstream cultural and commercial force.
Among those closely watching—and actively supporting—this evolution is Williams Racing’s team principal, James Vowles.
Once relatively unknown in the American sports landscape, F1 has now firmly planted its flag in the U.S., thanks to growing fan interest, strategic business investments, and increased media coverage.
In a chat with The Wall Street Journal, Vowles praised F1’s U.S. growth, noting how the sport has gone from obscurity to mainstream in just a short time.
Today, the U.S. is F1’s fastest-growing market, with American firms making up around 25% of team sponsors a sharp contrast to the sport’s past presence in the region.
This growth signifies more than financial momentum—it reflects F1’s growing cultural foothold in the region.
Backed by NYC’s Dorilton Capital, Williams now has a U.S. office. Vowles says America isn’t just involved—it’s a key part of the team’s future in Formula 1.
He expressed optimism about the next decade, forecasting even deeper integration between the American market and Formula 1’s global framework.
Though F1’s U.S. popularity is soaring, a top U.S.-born driver is still missing. The focus now is on developing homegrown talent from an early age.