Williams isn’t at Formula 1’s cutting edge performance-wise, but it is one of the most active teams in the United States. And not just because it has F1’s only American driver in Logan Sargeant.
It has a New York commercial office with more than 20 staff drawn from major US sports. Despite US TV numbers still being modest, with 1.3 million on average watching on ESPN last year and similar numbers in 2023, it’s Williams’s top market for merchandise sales, video watches and digital visits. As commercial director James Bower explains, Vegas is perfect for the ‘new wave fan’.
Drivers like Williams’s Alex Albon are reaching a new breed of fan