Katharina Nowak, the youngest race president in Formula One history, is brimming with confidence ahead of her first Miami Grand Prix at the helm. The 29-year-old Austrian believes the sport’s popularity in the United States is still climbing, with no signs of slowing down.
A Perfect Storm That Keeps Growing
“F1 is at its strongest right now that we’ve seen, the interest in F1 is still going up and will go further,” Nowak said in the buildup to this weekend’s race in Florida. “From my seat at the table, we are seeing the interest continue to grow.”
She pointed to the 2022 launch as a “perfect storm,” but noted that last year ESPN reported record-breaking viewership for 22 out of 24 races in the US. “We’ve seen it in our success in our ticket sales this year that there is strong demand for the Miami GP and for F1,” she added.
Nowak was appointed president of the Miami Grand Prix last year at age 28, making her the youngest person to hold such a post in F1. She is also one of only two women in the role, alongside Emily Prazer, president of the Las Vegas GP.
From Bandwagon Fan to Leader
Nowak’s journey into F1 is unconventional. Growing up in Austria, she only vaguely knew the sport from summers with her grandparents. “I really was one of those bandwagon F1 fans that jumped on once Drive to Survive came out,” she admitted. That Netflix documentary series gave her a deeper appreciation for the sport and eventually led her to work at the Hard Rock Stadium, where she seized the opportunity to join the F1 project.
Her background, far from being a liability, makes her an ideal fit for the sport’s expanding US audience. Miami’s ticket sales show a 49-51 split between women and men, skewed toward a young demographic—exactly the fans F1 has been targeting.
Record Renewals and Strong Demand
Every Miami GP has sold out since its inception, and this year is no different. “Our renewal numbers were higher than they’ve been in the past years,” Nowak said. “We’ve been pacing ahead of our targets every single month since we went on sale.”
The race has a contract with the city until 2041, and Nowak sees only positive signs. Despite concerns that the novelty might wear off or that three US races (Miami, Las Vegas, Austin) might oversaturate the market, demand remains robust.
Competition with Las Vegas
Las Vegas has positioned itself as the glamour destination, potentially creating a rivalry. But Nowak downplays any conflict. “I actually don’t think there is,” she said. “Credit goes to F1 for allowing each promoter to have their own identity. We’re seeing more and more new audiences coming to the GP. So I think we’ve got more than enough room for all three races to continue to succeed and grow in the United States.”
Innovation and Feedback
This year, the Miami circuit has responded to fan feedback by adapting a section of the marina and its fake water for general admission tickets. Innovation remains key, Nowak believes, as the race continues to evolve.
A Responsibility to Women in Motorsport
Nowak is acutely aware of her role as a female leader in a male-dominated sport. “I do feel a certain responsibility for the women of our organisation but also the women in the other motorsport roles to show them that it is possible,” she said. “There are 250 women that work for Hard Rock Stadium, the Miami Dolphins and the Miami Grand Prix. So for those women alone I feel a responsibility and accountability to support and continue to lift them up like others have done for me.”
As she prepares for her first weekend leading the show, Nowak is confident that Miami—and F1 in the US—has a bright future ahead.
