F1 is undoubtedly “having a moment,” as Sebastian Tomich, Chief Content Officer of The Athletic, put it.
ESPN, ESPN2, and ABC averaged 1 million viewers per race in 2022. Netflix’s Drive to Survive documentary series helped the sport grow in the US. The Athletic launched an F1 vertical this year with two reporters and an editor. Michelob Ultra served as the official launch partner, despite never having advertised with the New York Times.
The Athletic’s quality product and wealthy readership attract marketers. Chanel holds 50% of US F1 inventory, and The Athletic will shortly announce an international F1 ad partner.