Kids in America drive boom in Formula One’s popularity

A new generation of fans enthused by younger drivers and the Netflix series Drive to Survive has reinvigorated the sport

Attracting young fans was once dismissed as an irrelevance by Formula One, but now the sport seems to have finally accepted that the kids are alright. Formula One has enjoyed an explosion in popularity in recent years, unthinkable a decade ago. Attracting a swathe of fresh fans, the boom has been driven by the grid's young guns who are connecting with a new generation and reinvigorating the sport.

Nowhere is this more evident than in the resurgence of interest in F1 in the USA, an audience it craved for decades. This weekend's US Grand Prix is expected to be a sellout with 440,000 in attendance across three days, 10% up on 2021.