# Stefano Domenicali on F1's Global Expansion and Strategic Growth The CEO discusses audience diversification, American market penetration, and future race locations. - **Source:** [TIME](https://time.com/) - **Published:** 2026-10-20 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/54b2fdce-e0d5-4fe4-aedd-334b800b177c ## Strategic Media Transformation Under Stefano Domenicali, Formula 1 has aggressively pivoted toward entertainment-led growth. By leveraging the Netflix series Drive to Survive and collaborating with Apple on a Brad Pitt film, the organization successfully transitioned from a niche motorsport league into a mainstream global media property, significantly broadening its reach beyond traditional racing demographics. ## American Market Ambitions Domenicali identifies the United States as a critical growth engine, aiming for total fan immersion throughout the day. While acknowledging the potential value of an American driver, he maintains that performance remains the primary requirement, explicitly stating that a passport alone is insufficient for a seat in the competitive F1 grid. ## Geopolitical and Ethical Navigation Addressing concerns regarding race locations in regions with differing values, Domenicali emphasizes the sport's role in connecting diverse global communities. He confirms that the current calendar, including upcoming races in Abu Dhabi and Qatar, remains intact, though the organization maintains contingency plans to ensure operational continuity despite potential geopolitical instability. ## Future African Expansion The pursuit of a race in Africa is a stated priority for the organization's long-term strategy. Domenicali confirms that Rwanda has presented the most pragmatic and serious proposal to date. He projects that a race in the region will materialize significantly sooner than the end of the current decade. ## Diversifying Audience Demographics To capture younger generations, F1 is actively building relationships with brands like Disney and Lego. This strategy aims to integrate the sport into the daily lives of children, ensuring a pipeline of future fans. This diversification effort complements the existing broadcast partnerships that have already redefined the sport's commercial footprint. ## Inclusivity and Driver Development Domenicali expresses a clear intent to see a female driver in Formula 1 during his lifetime. He notes that physical barriers no longer exist, though he resists setting a specific deadline for this milestone. The focus remains on creating an environment where talent, regardless of gender, can eventually reach the pinnacle. ## Leadership Tenure and Balance Contracted through 2029, Domenicali currently maintains a full-time commitment to the sport's direction. However, he acknowledges the intense personal toll of the role, which requires constant travel and limited time with family. He views his current position as a responsibility while planning for a better personal balance after his contract. ## Operational Continuity and Vision The CEO’s approach combines rigorous operational planning with long-term brand building. By balancing immediate race logistics with strategic partnerships and geographic expansion, Domenicali is positioning F1 to sustain its current momentum. His leadership style prioritizes pragmatic decision-making while maintaining a clear vision for the sport's evolution in the coming years. ## Sources covering this story - https://time.com/collection/the-ceo-moment/2026/f1-stefano-domenicali/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._