David Brown

There's serious FOMO around this thing.

By layering music, celebrities, and spectacle around the core event, they've turned a niche sport into something that really competes with festivals, not just other races.

That reframes the whole game.

You don't have to be a F1 superfan to want to be there.

But they haven't changed the core of what's on offer either.

It's still an F1 race.

And it's a reminder that growth often comes from rethinking the container, not reinventing what's inside.

By summer 2025, Formula One is even breaking through in Hollywood.

Brad Pitt stars in F1, a blockbuster movie filmed with the full cooperation of the sport.

It becomes a box office hit and earns a Best Picture nomination at the Oscars.

Formula One is on a high.

Every viral clip, every PR spectacle, every celebrity endorsement amplifies its reach.

And as its audience grows, so does the pressure on NASCAR to reverse its decline.

Because while Formula One thrives, NASCAR is headed in the opposite direction.

In 2025, its ratings are down 14% from the previous year.

It still leads Formula One in U.S.

viewership, but that margin is shrinking fast.

It's February 2025, and thousands of race fans have gathered for the Daytona 500, one of the biggest events in the calendar.

But inside NASCAR headquarters in Daytona Beach, a committee is meeting to consider what they can do to improve next year's schedule.

At the head of the table, Steve Phelps taps a pen against his laptop, the screen casting a pale glow across his face.