Data Reveals Formula 1 has overtaken NASCAR as the most searched for motorsport in the USA

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Formula 1 has overtaken NASCAR as the most searched for motorsport in the United States, according to new data compiled by Hyperset Group Ltd.

Over the past 12 months, a study of Google search data and trends show F1 recording higher overall fan interest across the country, driven by the sport’s growing US presence through the Miami Grand Prix, the Las Vegas Grand Prix, and the continued impact of Netflix hit Drive to Survive.

However, the battle lines between F1 and NASCAR are still clearly drawn at a state level.

NASCAR Heartlands Still Hold Strong

While much of the US leans towards F1, NASCAR continues to dominate across its traditional strongholds. North Carolina recorded the largest pro-NASCAR split, with 64% of all motorsport searches focused on the stock-car series.

NASCAR also retained majority support in 18 states, including Tennessee, Alabama, South Carolina, and Pennsylvania. The Midwest showed similar loyalty, with states such as Iowa, Wisconsin, and Indiana continuing to prefer NASCAR over F1.

“NASCAR has deep roots in the South and the Midwest, it’s part of the sporting DNA of those states,” said Dave James, Sports Analyst at Whataretheodds.co.uk

“While F1 is enjoying a huge surge in popularity, particularly on the coasts, NASCAR’s cultural connection to its heartland shouldn’t be underestimated.”

F1 Dominates the Coasts and the West

Formula 1’s most dominant performance came in California, where a huge 79% of searches favored F1 over NASCAR. Florida also leaned towards F1, reflecting the impact of its flagship Miami Grand Prix, though surrounding states such as Georgia and Alabama stayed firmly loyal to NASCAR.

Across the West Coast and much of the South Atlantic, F1 consistently outranked NASCAR in search interest.

“The Miami Grand Prix has been a turning point for Formula 1 in the US,” James explained. “It’s not just a race – it’s become a major cultural event, blending sport, celebrity, and entertainment in a way that appeals far beyond traditional racing fans. That kind of crossover appeal is exactly what’s fueling F1’s rapid growth across younger audiences.”

James added that the Las Vegas Grand Prix has only heightened the sport’s momentum:

“Las Vegas is a perfect showcase for Formula 1. The glitz, the lights, the spectacle of cars racing down the Strip – it’s a marketer’s dream. It captured global attention and showed American audiences that F1 isn’t just about racing, it’s about showmanship on the biggest stage possible.”

He also highlighted the star power on display in Nevada:

“When you have names like Sylvester Stallone, Paul Mescal, Tommy Hilfiger, Alex Rodriguez, Ludacris and Seth Rogen all in attendance, it shows just how far F1 has penetrated mainstream culture. These aren’t just motorsport fans, they’re global celebrities helping to amplify the event’s reach. NASCAR simply hasn’t managed to generate that same level of Hollywood and pop culture buzz.”

The National Picture

In total, NASCAR came out ahead in 18 states, including North and South Dakota, Nebraska, Missouri, and Vermont, but Formula 1 claimed victory in the remaining 32, showing the sport’s widening reach.

“This is a tipping point moment for US motorsport,” James added. “NASCAR remains America’s traditional racing powerhouse, but Formula 1’s rise shows no signs of slowing. The battle for the next generation of fans is well and truly underway.”