Number of US sponsors in F1 has doubled under Liberty, says Williams

F1 is currently enjoying a boom in the United States that has seen the series expand to a second American race this year, debuting the Miami Grand Prix. A third US event is planned for 2023 in Las Vegas.

The growth for F1 in the United States comes after decades of struggling to crack the market, but is not only reflected in the number of American races. In recent years, a number of US big tech companies have started to work with F1 teams and the series itself through partnerships, including Amazon, Google and Oracle.

PLUS: How F1 finally cracked America

Speaking at the Business of F1 Forum organised by the Financial Times and Motorsport Network in Monaco at the end of last month, Williams commercial director James Bower said the team’s analysis showed a huge increase in the number of American brands involved in F1.

“In 2015, the count was there were 45 US-headquartered companies in the sport – the current count this year so far is there are 108, so it’s a double increase,” Bower said.

“Mentioning tech partners, I think Formula 1 is undeniably the most data-driven sport on the planet, so we’re seeing this huge influx of tech companies, particularly from North America.

“Interestingly for us at Williams, we have new ownership with Dorilton, and not a lot of people understand what Dorilton do but they’re essentially a New York-based private equity house that have a portfolio of companies.

“One of the things they do actually have is a venture capital arm, Dorilton Ventures, that you’ll see on the car and the drivers. They’re leveraging Formula 1 with the founders of these early-stage tech companies, because you kind of find that these founders all love F1, even if they are in the US.

“They’re leveraging the opportunity to invest in these companies with Williams against big, established Silicon Valley investment firms, by essentially saying we’ll integrate you into the team, and this has a massive appeal to people.”