Max Verstappen’s grip on the 2024 Formula 1 season has loosened, and it’s turning out to be great news for U.S. race promoters. Despite starting the year with four wins in the first five races and seemingly on course for an early clinch of his fourth world title, the Dutchman has been winless for the last eight races. This unexpected twist has not only kept the championship alive but has also reignited fan excitement.
Bobby Epstein, chairman of Circuit of the Americas (COTA), revealed that ticket sales for the upcoming Grand Prix on October 19-20 surged precisely when Verstappen’s dominance was interrupted. “Our ticket sales really took off when Max stopped winning, and it got more competitive,” Epstein shared with reporters. The promoter had feared this year could be a low point in terms of attendance, but the competition heating up has had a “hockey stick” effect, with sales trending sharply upward.
With Verstappen’s closest challenger, McLaren’s Lando Norris, now just 52 points behind and six races remaining, the season’s unpredictability is drawing fans back into the fold. COTA’s race weekend, which includes a sprint race, is expected to benefit significantly from the increased competition.
The U.S. crowd will also witness a new chapter in the Red Bull driver lineup following the recent ousting of fan-favorite Daniel Ricciardo from the team’s junior outfit. Replaced by New Zealand’s Liam Lawson, Ricciardo’s absence might be felt, but Epstein remains hopeful the Aussie will still make an appearance. “Ricciardo is really, really loved in Texas. I hope he’s still coming here because we’ve got a lot of people that would love to shake his hand, get his autograph, or just see him around town.”
Ricciardo’s popularity in the U.S., particularly in Texas, remains strong, even if he’s not competing. Epstein suggested that Ricciardo’s presence would still be a huge draw, even if he’s just attending events and interacting with fans. “We’ll keep him busy,” Epstein assured.
As if a competitive F1 weekend weren’t enough, COTA will also host a massive Eminem concert after the Saturday sprint race, with a crowd of 130,000 to 150,000 expected just for that event alone. Adding even more buzz to the weekend, the Texas Longhorns will face off against the Georgia Bulldogs in a top-ranked college football clash, further driving up hotel prices in Austin.
“We’ve got a weekend like we’ve never had before,” Epstein said, highlighting the combination of Formula 1, music, and football in one action-packed weekend. With so much happening, COTA is gearing up for one of the most exciting and unpredictable race weekends in its history.
