Levelling up how Formula 1’s global audience is opening the door to new partnerships [Video]

In mid-December, FIFA announced the 2030 World Cup would take place in six countries, spanning three continents. Meanwhile, most American sports have been heading to Europe in recent years looking to expand their appeal.

These events sell out, usually in record-setting times, but do not come close to matching the worldwide spectacle that comes from hosting 24 grands prix, across five continents and 21 countries, with viewing figures that continue to rise.

In that regard, Formula 1 is unique among sporting contests seeking sponsorship revenue and partnership participation.

It is why Emily Prazer, F1’s chief commercial officer, feels the series is only growing its portfolio of partners.

“We talk about it all the time; the appeal of the global brand is something that we can’t really take for granted,” she told Autosport Business.

“I think obviously we’re up …