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How Come Americans Don't Care About F1?

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Formula One, the sexiest motor sport in the world, has grown into a $3 billion global jug­ger­naut. And yet, there’s a problem: 62 years after its founding, F1 is still a puzzle to American audiences. F1—born in the jet-set redoubts of Monaco, San Fermín, and Spa, and with a history more replete with royalty and mortal drama than any other sport (except maybe bullfighting)—hasn’t found its niche in the heartland.

 

This month, after a five-year hiatus from the United States, the series returns, to a purpose-built, $400 million track outside of Austin, Texas. F1’s mercurial owner, Bernie Ecclestone, is investing heavily in the sport’s return. He has decreed that there will be a Grand Prix in New Jersey in...

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