Formula 1 Expands its Reach to Texas

Formula 1 has returned to the U.S. for this weekend’s United States Grand Prix in Austin, Texas. Austin has been the host of the lone Grand Prix in the United States each year since 2012.

The sport is immensely popular in Europe but still looking to gain traction in the U.S., making this weekend an important showcase for the circuit. According to Quartz, viewership of F1 races on ESPN increased 19 percent year-over-year through this season’s first 18 races, a positive sign for the sport’s potential in North America.

To get an understanding of how the global circuit prepares for a marquee event, MarketScale sat down with Renault Sport Racing Head of Partnerships Antoine Magnan, who is in Austin for the race.