Formula 1 throughout its history has failed to captivate the U.S. audience and former world champion Jackie Stewart attributes it largely to North America’s isolation from the rest of the world. Despite this assessment, Stewart believes the U.S. market is “very important” for F1’s future. The reasons why F1 has not been able to conquer the U.S. are manifold, including competition from domestic racing series and sports leagues, as well as the lack of a permanent home. Stewart, who himself won two U.S. Grands Prix during his career at Watkins Glen in ’68 and ’72, told SBD Global that America has to become more global than it is today to really embrace the sport. “It used to be that only 10% of the U.S. population had a passport,” he said. “While I’m sure the number is much higher today, it is still not anything like the other countries in the world that travel a lot.” The most recent statistic by the U.S. State Department puts the number of U.S. citizens in possession of a valid passport at 46%.
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| Haas F1's early success could lead to more sponsors, Stewart said. |
QUALITY SPONSORS: Whatever the number, Stewart says this has to change, and he credits the new Haas F1 Team for doing its part to make it happen. Haas F1, which joined the grid this season, is the first American-led team in the series in 30 years. Stewart, who together with his son Paul owned Stewart Grand Prix from ’97-99, said it is important for the Haas F1 entry to deliver results. “That’s the story at the end of the day,” he said. “By hook or by crook you’ve got to deliver. With just a little bit of success, American companies should see more opportunity to go into Formula 1 because North America is actually very domestic.” The U.S. has its own economy, industries and markets due to its vast size, Stewart explained. Team Founder Gene Haas, who also co-owns NASCAR team Stewart-Haas Racing, currently uses his machine tool brand Haas Automation as the primary sponsor for his cars. Stewart believes this could soon change considering the team’s early success with three point-scoring finishes so far this season. He expects Haas F1 to align itself with “quality sponsors,” preferably multinational companies. “Multinationals are the ones to go to,” he said. ”They’ve got the longer leg, stay in longer and look ahead.”
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Stewart winning the 1968 U.S. Grand Prix at Watkins Glen.
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BUILDING A HOME: The series’ lone U.S. race is currently held in Austin, Texas, after investors constructed a purpose-built venue near the city that opened in ’12. The decision by the Texas state government to reduce its funding for the race at the Circuit of the Americas has cast doubt over its long-term future in F1. Stewart hopes the event, which has been hailed by fans and drivers, will remain part of the series as it has turned a city known for its music and universities into an int’l destination for racing fans. “The whole world was looking at Austin, Texas, when it put a grand prix in the marketplace,” he said. “Austin became better known for that than almost anything else because [F1’s] global television audience is so big. I just hope it’s allowed to be financially viable.”
