Katharina Nowak, the 29-year-old president of the Miami Grand Prix, has become the youngest person to hold such a post in Formula One. Appointed last year, she is also one of only two women leading an F1 race, alongside Emily Prazer of the Las Vegas Grand Prix. Nowak believes the sport's popularity in the United States is still growing, with strong ticket sales and record-breaking viewership.
Nowak started working with the Miami GP in 2022, when the race launched amid a 'perfect storm' of post-pandemic demand. Despite concerns that interest might wane with the addition of the Las Vegas GP and the existing US GP in Austin, Miami has sold out every year and this year's renewal rates are higher than ever. 'Our ticket sales have really been the defining factor,' she said.
Interestingly, Nowak admits to being a 'bandwagon fan' who got into F1 through the Netflix documentary series Drive to Survive. She grew up in Austria with only a fleeting awareness of the sport from family gatherings. 'I really got an understanding for the sport and respect for the sport while watching Drive to Survive,' she said.
Nowak's background reflects the new demographics F1 is attracting: Miami's ticket sales are split 49-51 between women and men, skewed towards a young audience. The race has responded to fan feedback by adapting the Miami marina area for general admission. When asked about rivalry with Las Vegas, Nowak said each promoter has its own identity, and the sport is reaching new audiences.
