The Business& EconomicReview

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Article 05 — October 2026

The Economics of Speed: How Motorsport Turned Global Attention into a Business

The Economics of Speed examines how Formula 1 transformed from a traditional motorsport into a global entertainment and business empire. The article argues that the sport's most valuable product is not the racing itself, but the global attention generated by the racing. It traces Formula 1's evolution from Bernie Ecclestone's traditional “toll-booth” model, based on broadcasting rights and circuit hosting fees, to Liberty Media's modern “attention engine,” which actively creates audiences through streaming, social media, Netflix, celebrity culture and expansion into new markets. The article explores how this model has increased Formula 1's revenues, team valuations and sponsorship opportunities, while simultaneously creating pressure on teams, race promoters and fans. It also examines the United States as Formula 1's key “density” market and uses India's unsuccessful Grand Prix as a case study of the gap between having a large audience and being able to monetise that audience. Ultimately, the article questions whether Formula 1 can continue growing at its current pace. Its central argument is that attention alone has little economic value unless it can be efficiently converted into revenue.