Circuit of the Americas chairman Bobby Epstein believes Formula 1’s Sprint format enhances the fan experience but has done little to influence ticket sales.
The Sprint format made its debut in 2021 and has since become a fixture at six events, including the United States Grand Prix in the previous two campaigns.
As the sport lines up to host another Sprint weekend in Austin, Epstein admitted it hasn’t boosted attendance figures despite the format’s positive reception.
“I think it just gives more value to the ticket, and for that, we appreciate it,” he said.
“I don’t know that it’s translated to a lot more in ticket sales, but the fans seem to be warming up to it.”
And while F1 CEO Stefano Domenicali has hinted at expanding that number in the future, Epstein says the addition hasn’t yet proven to be a commercial driver.
“It wasn’t immediately seen as a desirable asset, and it didn’t necessarily drive ticket sales for a while,” he highlighted.
“I just think it increases the value of the ticket and gives people more, which we always appreciate.
He believes the condensed format is part of F1’s broader effort to deliver constant entertainment across the weekend rather than a tool to sell more tickets.
“It does provide value to the fan that does buy a ticket; it gives them more for their money, and so, for that reason alone, we want as much entertainment as we can get for the weekend,” he explained.
“So I’m for it just because… we do a lot of things that don’t necessarily sell more tickets, but they make the experience great for the fan that comes. I think this would be one of those items.”
Two years on since hosting its inaugural Sprint Race at the Circuit of the Americas, Epstein has insisted that his opinion on the truncated race format hasn’t shifted.
“We just haven’t seen it move the needle in terms of sales and demand, but I have no doubt that it’s more entertainment, and we’re all about that,” he added.
COTA talks with F1 over extension ‘optimistic’
COTA arrived on the F1 calendar in 2012. Since then, it has become one of the sport’s most successful events, helping spark F1’s American boom alongside Miami and Las Vegas.
With the current deal due to expire in 2026, Epstein says discussions over an extension are moving in a positive direction.
“Conversations are ongoing, and I think we’re optimistic,” he said. “I have little doubt that they [F1] want to do anything but continue, and likewise, [so] do we.”
“So that is a pretty good starting point for conversation, but there hasn’t been a sense of urgency on either one of our ends, I don’t think.
“When it’s time, we’ll make it, we’ll come to an agreement.”
Despite more American events joining the calendar, Epstein doesn’t believe COTA has suffered from competition at home.
“I think we’ve become friendly rivals, and each has its own identity,” he assessed.
“Mexico had a bigger negative impact on us when it came on, versus these races that have not had a negative impact and, if anything, are creative, particularly Miami.”
He added that having multiple races in the United States ultimately helps the sport maintain visibility.
“It’s sort of like we’re commercials for each other, and we’re spread far enough apart,” he explained.
“The Vegas race could have been a stressor, I think, in some ways, but it’s proven to be that they appeal to different audiences.”
Epstein also revealed that COTA is exploring a major expansion to its hospitality facilities.
“Our Clubs are all sold out this year, it’s been incredible the demand for the hospitality,” he said.
“I think what they would like to see is a bigger Paddock Club, and we’re looking at creating something incredibly special that I hope we unveil along with a contract extension.”
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