U.S. Grand Prix: renewed competitiveness drives ticket sales

Dominika Jordan
Oct 2, 2024, 09:17 AM ET

Austin, TX — The upcoming U.S. Grand Prix at the Circuit of the Americas (COTA) has witnessed a significant boost in ticket sales, attributed in large part to a more competitive F1 season following a reduction in Max Verstappen's winning streak. Bobby Epstein, the Austin circuit boss, confirmed the spike in ticket sales as fans eagerly anticipate the renewed rivalry between Verstappen and Lando Norris.

A revival of competition

The U.S. Grand Prix, scheduled for October 21, has firmly established itself as a premier attraction in the F1 calendar. This season, it will play a crucial role in the championship battle between Verstappen, who dominated the 2023 season with a record 15 wins, and Norris, who has clawed his way back into contention since his maiden F1 victory at the Miami Grand Prix in May.

"I think we're in good shape coming up to this grand prix," Epstein remarked. "Our ticket sales really took off when Max stopped winning, and it got more competitive. This speaks volumes about our educated and attentive fan base. It's exciting to see the season shape up the way it is."

Verstappen's lead has dwindled to 52 points, with six races and two sprint events, including one in Austin, remaining. The excitement surrounding the closer title race has clearly resonated with fans, as last year's event attracted over 420,000 people across three days of track action.

This year's race features the sprint format, offering fans more competitive sessions to enjoy. Notably, the event also boasts headlining performances by rapper Eminem and a high-profile college football game between Texas and Georgia at Longhorn Stadium on Saturday evening.

"We're expecting another big crowd, probably in the range of what we've seen in the last couple of years," Epstein noted. "Eminem has outsold Taylor Swift, and we've expanded the infield lawn to nearly 100,000 for his concert. With previous Sprint races drawing between 130,000 to 150,000 fans, we're poised to set a new record."

Epstein anticipates that the combination of F1 racing, live music, and college football will make Austin the ultimate destination for sports and entertainment enthusiasts. "We're billing it as the biggest weekend ever for sports entertainment. The Longhorns are highly ranked, and with Texas against Georgia, there will be a lot of people in town. Austin is going to be an unbelievable place to be."

The race will be the second of three American Grands Prix this season but will be the first not to feature fan favorite Daniel Ricciardo, who has been replaced by Liam Lawson at Red Bull's second team. Despite his absence from the track, Epstein hopes Ricciardo will attend the event.

"Daniel may be able to have just as big of an impact out of the car as he has in it at our Grand Prix," Epstein suggested. "Fans love him here in Texas, and if he attends, I hope he makes time for his fans, signing autographs and taking pictures. We'll keep him busy."

With so much at stake and a plethora of activities planned, the U.S. Grand Prix at COTA promises to be a landmark event, blending top-tier racing, music, and college football into an unforgettable weekend.

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U.S. Grand Prix: renewed competitiveness drives ticket sales