Racing series Formula 1 now emphasizes on spectacle and amusement
The world of Formula 1 is set to witness a new chapter as Cadillac, the renowned U.S. automobile brand, enters the racing circuit starting in 2026. The 11th team on the grid will be represented by experienced drivers Valtteri Bottas and Sergio Perez.
Cadillac's entrance into F1 comes as the sport continues to evolve into a global entertainment business. The unique narrative on the track and in the media, coupled with the recent successes of teams like McLaren, has made Formula 1 more appealing than ever.
The market for Formula 1 is growing, particularly in the US and India. According to the 2025 Global Fan Survey, the largest group of self-identified fans is now in the US, with a majority belonging to Gen Z. This surge in interest is partly due to strategic pushes for audience growth, aided by Hollywood tie-ins and popular shows like Netflix's Drive to Survive and Apple's F1: The Movie starring Brad Pitt.
Bottas, who previously drove for Mercedes, and Perez, who was dropped by Red Bull at the beginning of this year, have been chosen to help build Cadillac's program for their debut season. Their addition to the grid is expected to increase visibility, excitement, and fan engagement, particularly in the US market.
The arrival of Cadillac is not the only change in the sport. McLaren has made a significant rise in the championship, challenging the dominance of Red Bull and Mercedes. The title fight in Formula 1 is now unpredictable for the first time in years, with young drivers Lando Norris and Oscar Piastri set to potentially compete against each other for the championship.
As the season takes place at a time of unprecedented change for the sport, fans can look forward to a more accessible and exciting Formula 1. The second half of the season starts this weekend with the Dutch Grand Prix. And with Keanu Reeves hosting a docuseries about the new team, Cadillac, showcasing their journey in Formula 1, there's never been a better time to tune in and join the ride.
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