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Between the disruption of its racing calendar caused by the war in the Persian Gulf, and the difficulty of tempting viewers into watching Grands Prix on Apple TV in its debut season with the streamer, Formula 1 has had a difficult year so far.

But sports marketing experts say that F1’s growth among American audiences still has plenty of road left before it peaks — and that brands shouldn’t mistake a streaming numbers blip for a slowdown in fandom momentum.

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OTHER THINGS TO KNOW

• Your last chance to enter the Digiday AI Awards is Oct. 2. Don’t miss the opportunity to gain recognition for the innovative AI strategies, tools and campaigns shaping the future of media, marketing and advertising. Join past honorees, including Canva, VidMob, Bloomberg Media Studios and McDonald’s by submitting your entry today.
• Twenty-six percent of publishers are increasing their creator partnerships, according to a new Digiday and Arc XP survey. Creator relationships help publishers reach new audiences with organically placed content, unlocking new monetization opportunities. Partner insights from Arc XP.
• Join this webinar on Sept. 22 at 1 p.m. ET to learn how the New York Post, Sports Illustrated and Tastemade use first-party data to build sustainable revenue streams across channels. Partner insights from TripleLift.

A MESSAGE FROM TATARI

PARTNER INSIGHTS FROM MOLOCO