From “Drive to Survive” fan to F1’s youngest race president, Katharina Nowak is reshaping the American motorsport landscape
MIAMI — As Formula One continues its unprecedented surge in popularity across the United States, few individuals embody the sport’s evolving identity quite like Katharina Nowak. At just 29, Nowak stands as the youngest race president in the history of Formula One, steering the Miami Grand Prix into its fifth edition with a vision defined by record-breaking demand and inclusive growth.
Appointed at age 28, Nowak joins a rare cohort of female leaders in the sport, sharing the distinction with Emily Prazer, president of the Las Vegas Grand Prix. Her ascent marks a significant shift in the motorsport landscape, moving away from traditional pathways toward a more dynamic, media-driven future.
Unlike many of her predecessors, Nowak’s connection to Formula One is not rooted in lifelong fandom. Growing up in Austria, she recalls the sport merely as “really loud” background noise during family summers. Her deep understanding of the sport emerged only after she began working at Hard Rock Stadium, where the Miami Grand Prix was being established in 2022.
“I really was one of those bandwagon fans,” Nowak admits. “I got an understanding for the sport and respect for it while watching ‘Drive to Survive.’ That gave me an even better introduction into working in F1 than I could have probably gotten otherwise.”
This narrative, which might unsettle traditionalists, has become a cornerstone of F1’s strategy in the US. The demographic data supports the approach: Miami’s ticket sales reflect a near-even split between men and women (49-51 percent) and skew heavily toward a younger audience. For this new generation, the origin of their fandom matters less than the quality of the experience.
Sustaining the Momentum
Despite concerns that the “novelty” of the Miami race might fade, especially with the addition of the Las Vegas and Austin Grands Prix, Nowak reports robust figures. Ticket renewals for this year have outpaced previous years, and every race since the inaugural 2022 event has sold out.
“2022 was a perfect storm, but last year ESPN reported record-breaking viewership numbers in the United States for 22 out of the 24 races,” Nowak noted. “We are seeing the interest continue to grow.”
To maintain this momentum, the organizers have refined the circuit based on fan feedback. This year, the event will adapt a section of the Miami marina, previously a restricted area, to accommodate general admission tickets, enhancing accessibility without compromising the race’s premium appeal.
With three races now on US soil, questions of competition inevitably arise. Nowak, however, dismisses the notion of rivalry between Miami, Las Vegas, and Austin.
“I don’t think there is [competition],” she stated. “F1 has allowed each of the promoters to really have their own identity. We have more than enough room for all three of us to continue to succeed and grow.”
Beyond logistics and ticket sales, Nowak views her role as a responsibility to the next generation of women in motorsport. With 250 women working across Hard Rock Stadium, the Miami Dolphins, and the Grand Prix operations, she feels a duty to serve as a visible proof of concept.
“I feel a responsibility and accountability to support and continue to lift them up like others have done for me,” she said. “I want to show them that it is possible and what it takes to get here.”
As the Miami Grand Prix prepares to roar to life for the fifth time, Nowak’s leadership signals that Formula One’s US expansion is not a fleeting trend, but a structural evolution driven by new voices, new audiences, and a renewed respect for the sport.
