Kyle Larson Weighs In on How Formula One’s Rising Popularity Impacts NASCAR’s Growth in the U.S.
In the ever-evolving world of motorsports, competition isn’t limited to what happens on the track. Off the circuit, racing series are also battling for attention, fan loyalty, and cultural relevance. Over the past few years, Formula One has been making significant inroads into the American sports market — and NASCAR veteran Kyle Larson is taking notice.
Speaking candidly on the Field Day podcast hosted by Adam Garfield, Larson discussed the shifting dynamics in motorsports fandom in the United States. According to the Hendrick Motorsports driver, F1’s meteoric rise — fueled largely by Netflix’s hit docuseries Drive to Survive — has subtly but surely slowed NASCAR’s growth domestically.
Larson noted that Formula One carries a certain “cool factor” that resonates especially well with younger audiences and casual fans. The global nature of the sport, the glamorous backdrops of races, and the personal storytelling behind drivers like Lewis Hamilton and Max Verstappen have all played into F1’s expanding appeal. In contrast, NASCAR, though deeply rooted in American motorsport history, is still seeking new ways to connect with modern audiences beyond its traditional fan base.
“F1 has just made itself really attractive to people who maybe weren’t racing fans before,” Larson explained. “It’s got that international flair, that sleek image, and Drive to Survive opened the door for people to get emotionally invested in the drivers and teams. That kind of media exposure really helps.”
This cultural shift presents both a challenge and an opportunity for NASCAR. While its own Netflix-style series (Race for the Championship) has made attempts to follow in F1’s media-savvy footsteps, the impact has yet to match the scale of Drive to Survive. Larson emphasized that for NASCAR to keep up, it needs to continue finding fresh, engaging ways to present itself to a broader audience.
“It’s not that NASCAR isn’t exciting — it absolutely is,” he said. “But the way it’s presented to new fans is what matters. F1 has done that really well, and it’s something we can learn from.”
Despite the challenges, Larson remains optimistic about NASCAR’s future. He believes that with the right marketing, storytelling, and commitment to evolving with the times, the sport can regain momentum and broaden its fan base once again.
In a sports landscape where storytelling is often just as important as performance, Larson’s perspective underscores a crucial truth: visibility and relatability are key. As F1 continues to thrive in the U.S., NASCAR’s path forward may depend on its ability to embrace innovation while staying true to its roots.