Music Fuels Formula 1's Rise in America

Circuit of The Americas transforms the U.S. Grand Prix into a must-see entertainment spectacle

Feb. 10, 2026 at 9:47am

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The Formula 1 United States Grand Prix at Circuit of The Americas (COTA) in Austin, Texas has evolved from a traditional racing event into a full-fledged entertainment spectacle, with live music, theme park attractions, and celebrity appearances drawing massive crowds. COTA's pioneering efforts to integrate music into the race weekend experience have helped drive Formula 1's growing popularity in the United States, which has expanded from one annual race to three. The partnership between motorsports and music has created new opportunities for artists to reach F1's diverse, global fanbase, while also allowing drivers to build their personal brands beyond just racing.

Why it matters

Formula 1's push to become a more entertainment-focused sport, led by COTA's innovative programming, has helped the racing series break into the mainstream American market after years of struggling to gain traction. By offering a unique blend of high-speed racing action and world-class musical performances, COTA has transformed the U.S. Grand Prix into a must-see event that appeals to a wide range of fans, from longtime motorsports enthusiasts to casual spectators drawn in by the celebrity and festival-like atmosphere. This transformation has paid dividends for both F1 and the artists who perform at the races, exposing them to new audiences and helping to cement the sport's status as a global entertainment powerhouse.

The details

COTA has been at the forefront of integrating music into the Formula 1 experience, starting in 2016 when they booked Taylor Swift to headline the first-ever festival-style lineup at the U.S. Grand Prix. Since then, the circuit has continued to attract top musical acts like Kygo, Garth Brooks, and Turnpike Troubadours to perform during race weekends. COTA has also invested in building state-of-the-art music stages and venues, like the Super Stage and Germania Insurance Amphitheater, to provide artists with a unique setting to perform. This strategy has paid off, as COTA has consistently set attendance records for the U.S. Grand Prix, reaching over 440,000 fans in 2022.

  • In 2016, COTA booked Taylor Swift to headline the first-ever festival-style lineup at the U.S. Grand Prix.
  • In 2019, the Netflix docuseries 'Drive to Survive' debuted, introducing a new wave of American fans to Formula 1.
  • In 2022, the Miami Grand Prix was added to the F1 calendar, giving the sport a second annual race in the United States.
  • In 2023, the Las Vegas Grand Prix was introduced, making it three U.S. races on the F1 schedule.
  • In 2025, the Academy Award-nominated film 'F1: The Movie' was released, further boosting the sport's profile in the U.S.

The players

Bobby Epstein

The chairman of Circuit of The Americas, the host venue for the Formula 1 United States Grand Prix.

Liam Parker

The chief communications and corporate relations officer for Formula 1.

Kygo

A Norwegian DJ who has become a regular performer at Formula 1 races, attracted by the opportunity to reach the sport's diverse, global fanbase.

Glynn Wedgewood

The senior vice president of music and entertainment at Circuit of The Americas, responsible for curating the musical lineups for the U.S. Grand Prix.

Stefano Domenicali

The CEO of Formula 1, who has helped drive the sport's increased focus on entertainment and cultural crossover.

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What they’re saying

“To just go, like, 'We're doing the biggest pop star in the world' — nobody [in F1] was doing that.”

— Glynn Wedgewood, Senior VP of Music and Entertainment, Circuit of The Americas (Billboard)

“If you play a music festival, a lot of people have already heard about you or your music. But if you go play at F1, that might be 80,000 people who don't even know who you are.”

— Kygo (Billboard)

“Events you saw five years ago, [the promoters] just thought this was all about racing. You turn up, you watch a race, you go home. Now, seeing what others have done — particularly in the U.S. — elevating and bringing music and festivals and environments into their world, it's core to the overall weekend.”

— Liam Parker, Chief Communications and Corporate Relations Officer, Formula 1 (Billboard)

What’s next

Formula 1 and COTA are expected to continue expanding their music and entertainment offerings at future U.S. Grand Prix events, with the potential for more high-profile artist collaborations and the continued development of the COTALand theme park.

The takeaway

The partnership between Formula 1 and the music industry has been a key driver of the sport's growing popularity in the United States, transforming the U.S. Grand Prix into a must-see entertainment spectacle that appeals to a wide range of fans. COTA's pioneering efforts to integrate live music into the race weekend experience have set a new standard for how motorsports can leverage the power of music to engage audiences and expand their cultural footprint.