F1 News: Drive To Survive "Renewed Fortunes In Formula One" According To Expert

Sports finance expert Dr Rob Wilson analyses the impact of Netflix's Drive to Survive.

Miami Grand Prix / Jasen Vinlove-USA TODAY Sports

Sports finance expert Dr Rob Wilson has highlighted the transformative effect of Netflix's Drive to Survive on Formula One, particularly in cracking the US market. He anticipates an influx of American and South American drivers due to heightened commercial prospects.

Key Takeaways:

• Netflix's Drive to Survive has significantly boosted Formula One's popularity in the United States.
• The series has opened up new commercial opportunities, potentially leading to more American and South American drivers in the sport.
• Dr Rob Wilson predicts a noticeable shift in the driver demographics due to the series' influence.

Las Vegas GP - Lando Norris - McLaren / Gary A. Vasquez-USA TODAY Sports

The shift in Formula One's global appeal, particularly within the American audience, can be largely attributed to the Netflix docuseries Drive to Survive. Dr Rob Wilson, a renowned sports finance expert, recently shed light on this phenomenon, emphasising the series' pivotal role in rejuvenating the sport's fortunes by tapping further into the American market.

"Drive to Survive has really kind of renewed their fortunes in F1 because it's broken into the American market, which has become quite fanatical about F1 and how it works,” Dr Wilson noted.

He further elaborated on the implications of this newfound popularity, stating:

“We can expect to see American drivers coming in as well as potential South American drivers, a few more of them because of commercial opportunities that exist in countries like America and Mexico, Argentina to a certain extent.”

Austin GP / Aaron E. Martinez/American-Statesman /

The docuseries, which gives fans a behind-the-scenes look into the world of Formula One, has attracted a new demographic of fans. Its candid and immersive storytelling has demystified the sport for many, leading to a surge in interest and engagement from regions previously untapped by Formula One's traditional marketing.

This new interest has opened doors to numerous commercial opportunities, particularly in the Americas where the sport historically had a more subdued presence.

Thank you to Grosvenor Sport for setting up this interview.