Over the past few years, Formula 1 has seen remarkable growth in popularity and attendance. While some traditional fans have voiced concerns, Liberty Media’s management—led by Stefano Domenicali—has propelled the sport to unprecedented heights. More sponsors, financially stable teams, and increased competition on track have strengthened the championship’s appeal.
However, Brown, CEO of McLaren Racing, thinks F1 has not yet reached its full potential. While the sport still has room for expansion, he believes the number of races is already at its limit.
“I don’t think Formula 1 has peaked yet, which is exciting. However, some aspects have reached their limit. We are running 24 races, and we can’t go beyond that,” Brown said in Australia.
Rather than increasing the total number of races, Zak Brown suggests a rotational system to provide greater exposure to different countries. Under his proposal, 20 races would remain fixed, while 8 would rotate every two years, ensuring 28 markets have access to F1 during its most successful era.
“We’d like to see something that has been discussed in the past to further develop the calendar—perhaps 20 fixed races and 8 that rotate every two years. This way, we could reach 28 markets while maintaining 24 races, as the schedule is already demanding for everyone. But it’s a way to continue growing the sport. I think the level of competition is incredible.”
“This is the most competitive F1 era I can remember, and I’ve followed the sport since the 1980s. That should keep fans engaged, as there have been years when F1 was seen as too predictable. Last year, that wasn’t the case—we had seven different winners. I believe we could see even more this season. This ongoing unpredictability will continue to generate interest.”
F1 has also been exploring new markets, with North America being a key focus. Brown sees significant potential for growth, particularly in media coverage, comparing the sport’s opportunities to the NFL and NBA—two of the biggest sports leagues in the world.
“We have room to expand into new markets. I think there is significant growth potential in North America, especially in television broadcasting. If you look at what the NFL and NBA generate, there’s still a lot of untapped potential. That’s why I believe F1 hasn’t peaked yet—there’s more room to grow.”
Finally, Brown praised the recent contract renewal of Stefano Domenicali with Liberty Media, ensuring his leadership of F1 until at least 2029.
“Having Stefano in charge is very important for us. He is working in a way that aligns with our goals—seeking stability and long-term growth. Seeing his contract extended until 2029 is fantastic because that’s exactly what the sport needs.”
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