Kenny Wallace on F1 popularity has sparked interest after a direct social media response shed light on Formula 1’s rapid growth. His take points to a major turning point that began when Liberty Media acquired the sport, explaining the surge in global interest with a straightforward answer.
Kenny Wallace’s Straightforward Perspective on Formula 1’s Growth
Kenny Wallace, known for voicing clear opinions, recently weighed in on Formula 1’s rising stature. When a fan observed that Formula 1 is
“more popular now than it was in the past,”
Wallace delivered a candid explanation in reply. He wrote,
“Absolutely. Because a media firm bought Formula One. LIBERTY MEDIA FIRM.”
—Kenny Wallace, former NASCAR driver. This sharp reply referenced the pivotal moment when a U.S. media company took over the organization.
Wallace’s remarks carry the weight of experience, considering his broad career in racing that spans all three NASCAR series. His insight into motorsports trends positions his opinion as both informed and reflective of broader shifts in the racing world.
Liberty Media’s Influence on Formula 1’s Worldwide Appeal
For many years, Formula 1 had a firm footing in Europe, yet it struggled to catch on widely in the United States, where its technical nature and traditional presentation created barriers for new, especially younger, audiences. A significant shift occurred in 2017 when Liberty Media, a U.S.-based company, purchased Formula 1 for $4.4 billion. This move ushered in sweeping changes to how the sport was promoted and consumed worldwide.
Under its prior leadership, Formula 1 relied on traditional approaches and held the attention mainly of devoted fans. However, after the acquisition, Liberty Media brought new strategies to the table. Teams were encouraged to share more behind-the-scenes content through videos, inviting fans into the paddock and personal lives of the drivers. The launch of the dedicated streaming platform, F1 TV, added further access for viewers everywhere.
Perhaps the most influential development came with Netflix’s “Drive to Survive” series, which took viewers inside F1’s high-stakes drama and team rivalries. This program introduced the sport to entirely new audiences, turning drivers and teams into household names beyond longtime followers. As a result, the fan base broadened rapidly, and excitement for the series reached new heights.
From 2018 to 2024, the results spoke volumes: global TV viewership soared to 1.6 billion, and annual revenue nearly doubled, exceeding $3.4 billion. New races in the United States, such as those in Miami and Las Vegas, began to attract increasingly diverse and youthful crowds, while more casual viewers became familiar with the drivers and the unique appeal of F1.
A feature film centered on Formula 1 also contributed to the championship’s new appeal, drawing in audiences curious about the world of top-tier racing.
The Broader Impact of Liberty Media’s Approach
Kenny Wallace pointed directly to Liberty Media as the reason behind Formula 1’s recent surge, highlighting how a shift in business and marketing methods revitalized the sport’s presence. Importantly, these changes elevated F1’s global profile without altering the core racing traditions and competitive integrity that define the championship.
Liberty Media’s focus on accessibility and storytelling, bolstered by media exposure and new fan experiences, has set a precedent in how sports can be transformed. As Formula 1 reaches wider audiences and thrives in new markets, the sport’s remarkable resurgence reveals just how influential the right strategic changes can be for global engagement.
