No Ordinary Sport: The Evolution and Growth of Formula 1

SXSW Sessions

In the past five years Formula 1 has seen monumental growth not just in its fanbase but in its digital and global appeal. In 2023, Formula 1 will host a record 23 races around the globe, with the United States becoming the first country to host three races across three different states, with Grand Prix in Austin, Miami and Las Vegas. With races spanning across five different continents and drivers representing four of them, Formula 1 holds the unique title of being the world’s only truly global sport. Alongside its mission to deliver the world’s greatest sports and entertainment spectacle for fans, Formula 1 has an underlying commitment to leave a positive legacy wherever it races, with big plans in place to improve its sustainability and diversity.

In this session, join Global Director of Race Promotion at Formula 1, Chloe Targett-Adams, who is instrumental in delivering the company’s global strategy, working with promoters around the world and identifying new locations, as she sits down with NBC Sports' Leigh Diffey to discuss the work Formula 1 is doing to become more sustainable, and the work it does with its hosts to ensure local people and businesses all see the benefits when the world’s biggest sport comes to town.