Why Kamala Harris loves Formula 1

The 2024 US presidential election campaign has proven to be remarkably unpredictable. One candidate was the target of an attack resulting in a sniper wounding him in the ear. The other candidate, in a rare move, decided to withdraw from the race for the White House, paving the way for his deputy to step in. That deputy is Kamala Harris, the current vice president of the United States, who is now the Democratic nominee in the upcoming elections on November 5th, challenging Donald Trump, the former president and nominee for the Republicans, who was also the victim of the earlier attack. Drawing on sports terminology, Harris stepped off the bench and swiftly made a difference, changing the course of the competition. She raised over a billion dollars in less than three months and regained the momentum that Trump had built thanks to her effective yet smooth communication style. And during one of her many interviews, Harris revealed her passion for Formula 1.

The episode took place during an interview on The Howard Stern Show, where Harris expressed his deep admiration for Formula 1. Without any hesitation in response to Stern's question, she also revealed that Lewis Hamilton is her favorite driver. There was a hint of bitterness in her voice as she pointed out that Hamilton will be leaving Mercedes at the end of the season, implying that he will be joining Ferrari next season. This raises the intriguing possibility that the next president of the United States could become a Ferrari fan. It's hardly surprising that Hamilton is Harris' top choice, as he is the only driver who has actively engaged in civil rights issues. Hamilton stands out not just as a skilled racer, but also as a global icon and a captivating personality who transcends the traditional boundaries of motorsport. A bigger than life persona.

The association with Hamilton, who returned the compliments, helps Harris position herself with younger voters and show that she is also passionate about all-male sports such as motorsport. Looking at the bigger picture, Kamala Harris's endorsement serves as a clear indication that Formula 1 has successfully established itself in the United States, largely due to the significant impact of Drive to Survive on the American market. In a landscape once dominated by NASCAR, Formula 1 has managed to double its average television viewership in recent years. As reported by the New York Times and Statista, both 2022 and 2023 saw each Grand Prix broadcast garnering an average of 1 million viewers, a trend likely to continue into 2024, fueled by ESPN, ESPN2, and ABC's average of 1.2 million viewers across 14 events before the summer break.

This success story belongs to Liberty Media, the American company that acquired the Formula One Group in 2017. Their arrival has introduced a new narrative into F1, characterized by drama and intriguing personalities, a recipe that resonates globally. Notably, in the first quarter of 2024 alone, the Formula One Group reported total revenues of $553 million, marking a 45% increase compared to the same period in 2023. That figure climbed to $871 million in the second quarter, representing a 20% rise from the previous year. The American audience has certainly embraced this new approach, as evidenced by the addition of the Miami and Las Vegas Grands Prix alongside the traditional Austin Grand Prix. Chicago may be the next city to host a race, with the official trademark already registered. This is Formula 1, Made in the USA, a version of the sport that Kamala Harris herself appreciates.