Brands Race Toward a Rabid Fanbase at Formula 1 Miami Grand Prix

Sponsors crowd the field with crypto and collectibles for the circuit's second U.S. event

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It took more than 70 years, but Formula 1 finally caught up to fans in the United States.

A decade after it put a race in Austin, Texas, five years after Liberty Media bought it, and more than four years since Netflix’s Formula 1: Drive to Survive made open-wheel racing binge-worthy, F1 sold out its newest race in Miami almost immediately.

As the world’s best drivers tear around Hard Rock Stadium this weekend, a host of brands



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