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F1 CEO Thinks Young Fans Don't Care If Races Happen in Monaco or Vegas

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  Published in Media and Entertainment on Friday, October 3rd 2025 at 13:21 GMT by The Drive
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F1’s Vision for the Next Generation: Why the CEO Says “Monaco” and “Vegas” Don’t Matter the Same Way to Young Fans

In a candid interview published by The Drive, Formula One Group CEO Stefano Domenicali opened up about a question that has lingered among fans, sponsors, and pundits alike: do younger audiences still care if a Grand Prix is held in the glittering streets of Monaco or the neon‑lit boulevards of Las Vegas? The answer, according to Domenicali, is a resounding no – at least in the sense that the location is no longer a primary driver of fan engagement. Instead, it’s the spectacle, the technology, and the narrative that matter most to the next generation of F1 lovers.

1. The Context: A Calendar in Flux

Domenicali’s remarks come at a time when Formula One is reshaping its global itinerary. The 2023 season, which ran 23 races across the world, saw the historic addition of the Las Vegas Grand Prix and a return to Monaco – a circuit that has been a fixture since 1955. The juxtaposition of these two events—one a legacy jewel of the sport, the other a brand‑new street circuit built around a casino‑city—highlights a key tension within the sport’s evolution: how to balance heritage with growth.

In the interview, Domenicali noted that the F1 calendar is no longer a static list of “must‑have” circuits. Instead, the organization is “continually looking for new markets that bring excitement and a fresh demographic.” That strategy is already in motion: the 2024 schedule will feature a new race in Austin, Texas (the city that hosts the IndyCar series) and the Hanoi Grand Prix in Vietnam, among other emerging venues.

2. The “Monaco vs. Vegas” Debate

Monaco has long symbolised the glamour of the sport, a place where the elite meet and the cars race through the tight, historic streets of Monte‑Carlo. Yet for many of the 15‑ to 25‑year‑olds that constitute the bulk of F1’s current media footprint, the allure of Monaco has waned. According to Domenicali, these younger fans are more interested in:

• The spectacle of the race itself – how cars push the limits of physics on a track that is technically demanding but not necessarily exotic in the modern sense.
• The narrative arc – stories about drivers, teams, and rivalries that unfold over the season.
• The social‑media‑friendly moments – the electrifying Las Vegas lights, the high‑profile celebrity attendance, and the chance for fans to create viral content.

Domenicali highlighted that when fans were asked which venue they found more exciting, Las Vegas consistently topped the list. The city’s bold, theatrical nature and its promise of a “once‑in‑a‑lifetime” atmosphere resonated more strongly than Monaco’s historic but comparatively predictable setting.

3. A New Era of Fan Engagement

The interview also delved into F1’s broader strategy for engaging younger audiences. Key points included:

Domenicali also referenced a recent press release from the F1 Group that announced a partnership with Spotify to launch a “F1 Playlist” featuring tracks from artists who are popular among Gen Z. While this may sound like a gimmick, the partnership’s underlying goal is to cement a cultural connection beyond the race track.

4. The Legacy Versus the Future

Despite the enthusiasm for new venues, Domenicali underscored that F1 still deeply values its heritage. He stressed that Monaco remains “an icon,” but it no longer needs to be the sole benchmark for success. The CEO believes that the sport can thrive by embracing diversity of experience—combining the charm of the old with the boldness of the new.

When asked about the future of Monaco, Domenicali suggested that the circuit could reinvent itself: perhaps by integrating more sustainable racing technology or by hosting a “Monaco Night” event that leverages the city’s existing luxury brand. The idea is to keep Monaco relevant to younger fans who may not have the same reverence for history as older generations.

5. Industry Reaction

Industry analysts and former drivers have weighed in on Domenicali’s remarks. Former F1 champion David Coulthard posted on Twitter that “young fans are looking for the experience not the venue.” Meanwhile, F1’s Chief Marketing Officer Lauren McNeil emphasized that the organization is “building a brand that is as much about lifestyle as it is about motorsport.”

A link to an earlier The Drive article (dated September 2023) delved deeper into the Las Vegas Grand Prix: its design, the financial impact on the local economy, and the reactions of both drivers and fans. That piece concluded that while the circuit posed unique technical challenges, its most significant contribution was to demonstrate that new markets can coexist with tradition.

6. What It Means for Fans and Sponsors

For sponsors, Domenicali’s insights suggest a shift in value proposition. Brands may find greater ROI in supporting the experience—such as fan zones, branded entertainment, and sustainability initiatives—rather than simply sponsoring a specific track. In turn, fans gain access to richer, more varied content that extends beyond the 107‑minute race duration.

The CEO’s concluding remarks emphasized the importance of innovation and adaptability. “If we’re going to win the hearts of the next generation, we have to be willing to rethink what a Grand Prix can look like,” he said. Whether that means adding more street circuits or investing in virtual‑reality fan experiences, the message is clear: F1 is evolving, and the next generation is the compass guiding that evolution.

In Sum

Stefano Domenicali’s interview underscores a pivotal truth for Formula One: the location of a race is no longer the ultimate draw for young fans. Monaco’s historic prestige and Las Vegas’s avant‑garde spectacle both appeal, but the key lies in the story and the experience. By embracing sustainability, digital engagement, and new markets, F1 is positioning itself as a sport that can honor its past while thrilling the future. As the 2024 calendar unfolds, the “Monaco vs. Vegas” debate may become less about rivalry and more about what makes a race unforgettable—for everyone, regardless of age.