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After years of American growth, has F1's U.S. fandom plateaued?

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After years of American growth, has F1's U.S. fandom plateaued?

As Donny Osmond sang the opening notes of “Star-Spangled Banner,” wearing a Las Vegas Grand Prix letterman jacket, the Sphere illuminated red, white and blue against the night sky.

Formula One was minutes away from its third race of the year in the United States, following Miami and Austin. As Osmond’s voice built to a crescendo, the sport’s powerbrokers stood proudly at the front of the starting grid, the 20 cars and hundreds of VIP guests behind them.

Not long ago, the sport’s future in the United States had looked bleak; even one race a year seemed a stretch for a market that F1 had tried repeatedly and failed to crack. Now it was about to race down the Las Vegas Strip.

“I couldn’t fully understand when I went to NFL and NBA games, seeing how passionate the Americans are about sport, how they hadn’t yet caught the bug,” Lewis Hamilton, the seven-time world champion, said.

“It’s been really, really amazing to see a large portion of the country is now speaking about it.”

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F1 has rocketed in the United States over the last five years. It has three American races, an American driver and an American team. For the city of Las Vegas to invest so heavily — and tolerate so much disruption — to host a grand prix is indicative of F1’s heightened relevance.

But as F1 bet big on America for 2023 and beyond, there were signs that growth has plateaued.


Prior to Liberty Media’s acquisition of F1 in 2017, the sport’s history in the United States had not been an especially happy one. It made repeated attempts to capture the sports-mad market, establishing races in Watkins Glen, N.Y., Phoenix, Long Beach, Calif., and even the parking lot of Caesars Palace in Las Vegas. Each time, it failed to take hold. Fans were passionate but small in number, never reaching heights that could be sustained. Even races at the heart of American motorsport, the Indianapolis Motor Speedway between 2000-07, couldn’t offer the long-term home F1 craved.

And when F1 appeared to secure that footing from 2012, with its first permanent U.S. facility at the Circuit of The Americas (COTA) in Austin, Texas, uncertainty grew with funding cuts and dropping attendance. By the mid-2010s, an America-free F1 calendar was a very real prospect.

From 2017, things quickly changed. Liberty, an American company that also owns MLB’s Atlanta Braves, placed a fresh focus on growth. Netflix’s “Drive to Survive” fueled a renewed hunger for F1 in the United States. When the Austin race returned in 2021 after two years away due to Covid-19, COTA drew a record crowd of 400,000 amid the height of Hamilton’s title fight against Max Verstappen. That grew to 440,000 in 2022.

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The three U.S. races now have solid foundations and their own identities and are locked in for the long term. (Mark Thompson / Getty Images)

“Even just going to your son’s football practice or your nephew’s baseball game, people are actually talking about F1 now in the stands, as if it’s another American sport,” said Renee Wilm, the CEO of the Las Vegas Grand Prix.

“Five or 10 years ago, I don’t know that your average sports fan in America could have named three drivers in F1,” added Tom Garfinkel, the CEO of the Miami Dolphins and managing partner of the Miami Grand Prix.

“What’s most exciting about it to me is there are a lot of young people in the United States falling in love with the sport. That’s very positive for the future of the sport in America.”

But Wilm said F1 had to maintain a balance, “creating that newfound loyalty between our new fans while also continuing to embrace our legacy fans. Because I don’t want our legacy fans to get lost in this new narrative that we’re building around North America.”

Las Vegas in particular, the first race to be promoted and organized by F1 itself, drew criticism for high ticket prices that effectively limited access to the wealthy. Fans who attended Thursday night’s sessions were left with a sour taste when they were forced to leave before the delayed second practice had begun, in some cases spending over $1,000 on a ticket to see only eight minutes of action. They received a $200 merchandise voucher as compensation.

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While attendance at live events stayed relatively strong in 2023, American TV ratings tumbled a bit. According to ESPN, which broadcasts the races, 2023 ended as the second most-watched F1 season on U.S. TV, drawing in an average of 1.1 million viewers over the 22 races. While that’s almost double the 554,000 average recorded in 2018, the final season before “Drive to Survive” debuted in spring 2019, it marked a 9.1 percent drop from 2022.

The US Grand Prix at COTA also recorded a small fall in the attendance, from 440,000 to 432,000. Miami reported an increase from 240,000 to 270,000 over its weekend after increasing its capacity, claiming both races sold out. It plans another small rise for the 2024 race as a result. Las Vegas reported a crowd of 315,000 over four days, including the opening ceremony.

A plausible explanation for that apparent drop in interest was the lack of competition at the front of the grid. Verstappen’s record-breaking domination, winning 19 out of 22 races, while spectacular, was an understandable source of frustration for fans. Those who fell in love with F1 through 2021, a championship that went down to the final lap of the final race, haven’t experienced anything close to that since.

By emphasizing driver personalities over the details of what happened on the track, “Drive to Survive” helped American fans connect with a European-heavy sport in a way that doesn’t rely on fantastic racing action. It has also led to more diverse F1 fan demographics, far younger and more female than ever before. A 2021 global survey of F1 fans reported that more than 18 percent of respondents were women, up from 10 percent in 2017.

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“We have, more than ever, fans of the drivers themselves and the personalities, all the way down the grid,” said Bobby Epstein, COTA’s chairman.

But no matter how invested fans are in the people, they still want a good sporting show. “We have to continue to work on making sure we’re having close racing,” said Hamilton, once Verstappen’s title rival. “Because I think you’ve seen the social engagement drop a huge amount this year. It’s obviously heavily impacted (by) competition. People want to see that.”

LAS VEGAS, NEVADA - NOVEMBER 18: A general view of the national anthem prior to the F1 Grand Prix of Las Vegas at Las Vegas Strip Circuit on November 18, 2023 in Las Vegas, Nevada. (Photo by Alex Bierens de Haan/Getty Images for Heineken)

The Las Vegas Grand Prix capped off a banner year for F1 in the U.S. (Alex Bierens de Haan / Getty Images for Heineken)

Domination is commonplace in F1. Between 2014-20, Hamilton won six titles in seven years for Mercedes. Before that, Sebastian Vettel won four straight championships for Red Bull. In the early 2000s, Michael Schumacher and Ferrari swept five straight years.

But what sets Verstappen’s domination apart (along with the record-breaking numbers) is that it was not supposed to be possible.

F1 has made big changes to its rulebook in recent years to create closer competition between teams, including the $145 million cost cap introduced in 2021 and the car design changes for 2022. While there was intense competition through the rest of the grid — six teams finished a race in the top three last year, and Mercedes and Ferrari’s battle for second went down to the final race — Verstappen’s strength gave each weekend an air of inevitability.

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Toto Wolff, Mercedes’ team principal, thought F1’s viewership numbers were still “strong” and pointed to most races being sold out. But he acknowledged the importance of competition at the front to stop fans turning away, and said the onus was on Red Bull’s rivals to make it happen.

“If the spectacle is not good, our fans are going to follow us less,” Wolff said. “Of course, there is the risk that people are going to say, ‘Well, I know the result anyway,’ like it happened to us with Lewis. We’ve just got to do a better job.”

Red Bull doesn’t expect to have a clear run for too long. Its chief, Christian Horner, warned the team already has “diminishing returns” with its car design going into 2024, and said its 2023 success will not be repeated in our lifetimes.

“History dictates that with stable regulations, there will be convergence,” Horner said. “And we’re acutely aware of that.”


Even if Mercedes, Ferrari and others make the gains to create an open, compelling championship fight, replicating the staggering rise in interest since Liberty’s takeover will be difficult. It was growth borne of a unique set of conditions: “Drive to Survive” was new and novel. Covid-19 kept everyone indoors, allowing curious fans to binge the show and get hungry for the real thing. When fans could finally return to the races, F1 delivered one of the closest title battles in its history.

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“We’re already at a good point, so a plateau would be great,” said Epstein. “A rise above (each) year would be even better. But I don’t think you’re going to see the meteoric growth continue until you have a couple more ingredients. I think one would be, certainly, a track battle with an American driver vying for first.”

Americans love a winner. And while there is now an American driver on the grid in Williams Racing’s Logan Sargeant, he scored just one point last year and finished 21st in the championship. An American has not won an F1 grand prix since Mario Andretti at the 1978 Dutch Grand Prix.

To have a leading American fighting for podiums, wins and championships could be a big evolutionary moment for F1. While the personality-led fandom has worked so far, marrying that with success on the track could be a major breakthrough.

MIAMI GARDENS, FL - MAY 08: Fans occupy the track near the podium after the first running of the Crypto.com Miami Grand Prix on May 8, 2022 at the Miami International Autodrome in Miami Gardens, Florida. (Photo by David J. Griffin/Icon Sportswire via Getty Images)

The Miami GP in May marked the start of Max Verstappen’s record streak of 10 straight victories. (David J. Griffin / Icon Sportswire via Getty Images)

“Americans — and maybe it’s like that anywhere, but more so in this sport — you’re going to root for your guy to win,” said Epstein. “You don’t build the same excitement and passion around not being competitive, simply because he’s from this country.”

Garfinkel was less certain what a winning American would do for F1. “It would certainly be a great thing, (but) I don’t know that it’s paramount to the success or the fandom,” he said. “The fandom has grown substantially without that, and there’s a lot of compelling stories.”

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One thing he thought could spike interest in the U.S. would be a greater manufacturer presence. In 2026, Ford will return to F1 in a new partnership with Red Bull, whose power units will carry the blue oval badge. GM’s Cadillac also plans to build its own engine starting in 2028. “It’s certainly great that those companies are investing in F1 and see the value,” Garfinkel said.

Cadillac’s F1 plan hinges on another legendary name in American motorsports. Michael Andretti — Mario’s son — plans to form an all-American F1 team, joining the grid in either 2025 or 2026 with at least one American driver. Andretti’s entry bid has already been approved by the FIA, but requires a green light from F1 to go ahead. Thus far, the reception from F1 and the existing 10 teams has been lukewarm. They claim expansion could destabilize the current grid, and also question whether Andretti would boost F1 in America, given Haas already races under the American flag.


The buzz of the Las Vegas race, even after a rough start, gave F1 the mainstream reach it has long coveted with coverage in Vogue, a skit on Jimmy Kimmel, and even a story in The New York Times’ wedding section. The race itself drew an average of 1.3 million viewers on ESPN — 130,000 more than Austin — despite the 1 a.m. Eastern start time.

Zak Brown, McLaren’s CEO, said F1 has “a lot of room for growth” in the United States. He believes Las Vegas works globally and said the upcoming Apple film starring Brad Pitt, which is being filmed at grand prix weekends, should “have a big impact” in North America.

“I don’t see any reasons why the sport can’t just go from strength to strength,” Brown said. “If you look at the size of our TV ratings compared to the major sports in North America, there’s a lot of room for growth. So I’m quite bullish on Formula One globally, and specifically in North America.”

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Hamilton is heavily involved in the writing and production of the Pitt movie, and F1 helped by setting up an 11th garage for the fictional team while allowing the car to complete laps during the race weekend.

“We do have to continue to grow, and I think the movie particularly is going to help do that,” Hamilton said.

A dip in TV ratings and a leveling off of grand prix attendance is far removed from F1’s previous boom-and-bust relationship with the United States. All three races have solid foundations and their own identities and are locked in for the long term: COTA until 2026, Miami until 2031, and Las Vegas for the next decade.

“If F1 wants to grow in the United States, you have to invest in it, which (Liberty is) doing,” Garfinkel said. “I would expect that investment to continue, which means I would expect (the growth) to continue.”

(Lead image: Getty; Dan Istitene-F1, Mark Thompson, Clive Rose / Getty Images; Design: John Bradford / The Athletic)

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‘A long road. A big mountain to climb’: Inside Matt Murray’s emotional journey back to the NHL

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‘A long road. A big mountain to climb’: Inside Matt Murray’s emotional journey back to the NHL

BUFFALO, N.Y. — Matt Murray looked up to the scoreboard above him, counted down the seconds as they disappeared and finally pumped his fist.

It had been 638 days since Murray last felt the feeling washing over him.

Bilateral hip surgery forced the Toronto Maple Leafs goalie out of the entire 2023-24 season, the final of a four-year contract. There was no guarantee the oft-injured Murray would play in the NHL again. A one-year contract offered him a lifeline to continue grinding far out of the spotlight in the AHL, with only one goal.

And over a year and a half later, Murray was back to where he had fought to be: in the NHL win column after stopping 24 shots in a 6-3 win over the Buffalo Sabres.

“A long road. A big mountain to climb. But I kept this moment in the front of my mind on the days it felt tough,” Murray said.

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The 30-year-old’s eyes grew more red with every word he spoke after the game. His voice quivered.

“A big release,” he said, struggling to find the words to put nearly two years away from the NHL into perspective. “A rush of emotions.”

The typical goalie hugs with teammates after the win were tighter, longer. In a physical game where a player’s career can turn on a dime, Murray’s return resonated far more heavily than the 2 points the Leafs also added on the day.

“It’s good to see (Murray) smiling,” Steven Lorentz said, “because you know he’s back doing what he loves.”

In the dressing room, Max Domi immediately handed Murray the team’s WWE-style wrestling belt as player of the game. Murray’s up-and-down performance was secondary.

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“He was getting that thing, 100 percent, he deserved it,” Domi said. “The ability to stick with it mentally, out of all those days that I’m sure he had a lot of doubt, it’s a long road to recovery. We’re all super proud of him.”

It’s easy to quantify just how long Murray’s road back to the NHL was in days: 628 of them between his last two appearances.

It’s far more difficult to accurately describe just how arduous that road is.

Injuries have dogged Murray throughout his career after winning back-to-back Stanley Cup titles in his first two seasons in the NHL with the Pittsburgh Penguins. His games played tapered off every season from 2018 to 2022. After he was traded to the Leafs in summer 2022, he struggled through his first season. It was fair to wonder whether hip surgery would be the final dagger in his NHL career.

But Murray would still hang around teammates at the Leafs’ practice facility during his rehabilitation last season, feeling so close but so far away from the league he once conquered.

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“The fact that he’s just on his way back here says a lot about his character, his dedication to the game,” Lorentz said.

Murray kept a stall full of his gear at that facility that was never used. An important and humane gesture from the Leafs organization, but still a reminder that Murray was not playing NHL games.

Even after re-signing with the Leafs on a one-year, $875,000 deal, he felt like the organization’s No. 4 goalie. When the Leafs needed a netminder to replace the injured Anthony Stolarz, they called up Dennis Hildeby. The lanky Hildeby is seven years’ Murray’s junior.

How could Murray not wonder whether his NHL return would ever come?

“There were definitely times when it felt really difficult,” Murray said. “But whenever I felt like that, I had a great group of people around me. That’s the only reason why I’m here.”

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All Murray could do was work his tail off, far away from public sight, quietly hoping for the return that finally came Friday night.

“The emotions were high today,” Murray said.

Those emotions perhaps ran highest before the game. The typically stoic Murray allowed himself to stop and appreciate how far he’s come.

“I was able to take a moment in warmups and during the anthem and look around and appreciate the long journey that it’s been and think of all the people who helped me get here,” Murray said.

It was the kind of game that reminded onlookers of the fragility of an NHL career. Just a few short years separated Murray from being a Stanley Cup winner to being largely written off from the NHL, all essentially before the age of 30.

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“You feel for a guy like that because he works so hard and he wants it so bad,” Lorentz said. “We’re all rooting for him.”


Matt Murray saved 24 shots in a 6-3 win over the Sabres, earning his first NHL win in 638 days. (Timothy T. Ludwig / Imagn Images)

Murray moved well enough in his return. He swallowed most of the 27 shots the Sabres threw at him, looking every bit the veteran he is. Murray had two goals against called back upon video review. His sprawling save on Sabres forward Alex Tuch was a reminder of the athleticism he can provide now that he’s fully healthy, too.

They’re all qualities Leafs fans might have forgotten. But they’re qualities that are still front of mind for Murray’s Leafs teammates.

“It hasn’t been forgotten in my mind what he’s accomplished in this league in his career,” Leafs forward Max Pacioretty said, himself no stranger to debilitating injuries that threaten a career. “It’s hard to almost remember what you’ve done, what you’ve accomplished because it seems like all the noise is always in the moment, whether it’s the injury or what has happened lately.”

Perhaps the Leafs win could have been predicted ahead of time. Sure, they were playing a reeling Sabres team that has now sputtered through 12 losses in a row. And they were buoyed by an upstart, white-hot line of Max Domi, Bobby McMann and Nick Robertson. They’re the third line in name only: The trio combined for three goals and 6 points against the Sabres.

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But the opponent shouldn’t denigrate what was front of mind not just for Murray but also for the Leafs in Buffalo. They wanted to do right by a player who has done everything in his power to return to the NHL. You didn’t have to squint to see a defenceman like Jake McCabe throwing Sabres out of Murray’s crease with a little extra gusto.

“It gives you some incentive to go the extra mile because you know (Murray) has gone that extra mile just to get back to this position to where he’s at right,” Lorentz said. “It’s not like he half-assed it to get back to this point and he expected to be here. Surgeries and injuries like that, that he went through, that can stunt your career for a long time. You might never be able to recover to your old form.”

But Murray is working on getting back to the Matt Murray of old. And the Leafs’ need for Murray won’t end when they head north on the QEW back to Toronto.

The earliest Stolarz will likely return from a knee injury will be mid-to-late January. Hildeby doesn’t exactly have the full confidence of the Leafs organization right now after allowing a few soft goals during a recent call-up against the Sabres at home, combined with a less-than-stellar AHL season so far. He’s likely going to be an NHL player down the road, but there’s room for him to grow and develop more confidence in his game.

But Murray has what no other goalie in the Leafs organization has: experience. And that matters to Brad Treliving and Craig Berube: Both value games played and would rather lean on veterans whenever possible.

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They’ll lean on Murray because of everything he’s done, and gone through, in his career.

After Friday night, that career looks drastically different.

“In reality, you’ve got to take each day as it comes and you never know when it’s going to be all over,” Pacioretty said. “So you don’t want to take days for granted.”

After Murray had dried his eyes and slowly taken off the pounds of goalie gear heavy with sweat, he sat on his own in the dressing room. The Leafs equipment staff all stopped unloading bags from the dressing room to give him a quiet pat on the back.

Murray looked up to see a note written on a whiteboard in the dressing room. The Leafs bus would be leaving in 20 minutes. There was another NHL game on the horizon.

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He could smile once again knowing it certainly won’t be 628 days between being able to do what he loved.

(Top photo: Timothy T. Ludwig / Imagn Images)

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How Merseyside became America’s 51st state

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How Merseyside became America’s 51st state

Beyond the dust of Liverpool’s dock road and the huge lorries rolling in and out of the city’s port, the glass panels of Everton’s new home at the Bramley-Moore Dock sparkle impressively, radiating ambition.

The site, expected to open next year, is a feat of engineering considering the narrow dimensions of the fresh land below it, where old waters have been drained to create a 52,888-capacity arena that has been earmarked to host matches at the 2028 European Championship.

The Everton Stadium, as it is currently known, has been nearly 30 years in the making and nothing about its construction has been straightforward. There were three other proposed sites — including one outside Liverpool’s city boundaries, in Kirkby — which never materialised; a sponsorship deal collapsing due to Russia’s invasion of Ukraine; three owners, Peter Johnson, Bill Kenwright and Farhad Moshiri, departing; and several flirtations with relegation. 

Ultimately, Dan Friedkin, a Texan-based billionaire, will have the honour of being in post when it is inaugurated after his group’s long-awaited takeover was completed on Thursday.


Everton’s new waterfront home (Paul Ellis/AFP via Getty Images)

It has been a momentous week for Everton, and for the region as a whole. The Friedkin Group’s takeover means both of Merseyside’s Premier League clubs are now controlled by Americans. Meanwhile, a third, League Two side Tranmere Rovers, could join them if the English Football League (EFL) ratifies a takeover by a consortium led by Donald Trump’s former lawyer Joe Tacopina.

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In football terms, Liverpool is on the verge of becoming the USA’s 51st state — the name of the 2001 movie starring Samuel L Jackson and Robert Carlyle, which was filmed in the city and used Anfield, the home of Liverpool FC, as a backdrop.

It is a huge cultural shift from the days — back when that film was released — when Liverpool and Everton had local owners and an American takeover of the city’s most celebrated sporting organisations seemed unthinkable. 

And for all the excitement that Everton and Tranmere’s takeovers have generated, there remains an underlying caution — born of years of fear and frustration over the direction their clubs have taken — over what U.S. ownership will mean.

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GO DEEPER

Inside Everton’s Friedkin takeover: From the precipice to fresh hope thanks to new U.S. owner


Everton is a club of contrasts. 

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Much of their mainly local support comes from some of the United Kingdom’s most economically challenged districts in the north end of Liverpool, near Walton where Goodison Park is located, and the ‘People’s Club’ — as former manager David Moyes christened them — has long taken pride in not being connected to big business, particularly in comparison to their near-neighbours Liverpool.

“One Evertonian is worth twenty Liverpudlians,” said former local captain Brian Labone, who led the team he supported as a boy in the 1960s.

Yet it hasn’t always been this way. At that time, it was Everton — not Liverpool — who were the city’s big spenders under their chairman John Moores, the founder of Littlewoods Pools. Then, their nickname was the ‘Mersey Millionaires’ and the club’s modus operandi was unapologetically ruthless: one manager, Johnny Carey, was sacked in the back of a taxi.

Moores would detail several innovations that would grow the sport, making it more attractive to business. They included the creation of a European Super League (sound familiar?), the rise of television, as well as the removal of the maximum wage, leaving a free market in which the best players would go to the richest clubs.

When Liverpool started to dominate English football and Goodison Park experienced a dip in gates, Moores tried to raise more cash. One of his solutions was to bring corporate hospitality to Goodison, as well as more advertising boards around the pitch but the move experienced pushback.

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“Fans didn’t like it,” says Gavin Buckland, who recently published a book entitled The End, which looks at some of the longer-term causes of Everton’s struggles. “They felt the boards intruded on their match day routine — an in-your-face commercialism.”

Attitudes haven’t changed much since, in part because successive Everton owners haven’t been able to expand Goodison which is hemmed into Walton’s warren of terraced streets. Under Kenwright, Everton played on that reputation of the plucky underdog punching above its weight; it was only when Moshiri, a Monaco-based British-Iranian steel magnate, arrived as co-owner in 2016 that the waters were muddied. 


Goodison Park – with Anfield visible at the top of the picture – is sandwiched into terraced streets (Michael Regan/Getty Images)

Under Moshiri, Everton became two clubs in one. Like Kenwright, Moshiri operated from London but unlike the theatre impresario, he had no natural connection with Merseyside. While Moshiri aimed for the stars, spending big on players and managers, Kenwright — who remained chairman and still had influence until his death last year — had a more corner-shop mentality. There was a lack of clarity over decision-making.

Enter Friedkin. Perversely, Everton’s fallen state is a major reason they represent such an attractive proposition to the San Diego-born businessman, who identified them as one of, if not the last, purchasable English football club where there is room for significant growth.

On Merseyside, there is some concern about what this might mean: Americans have tended to develop dubious reputations as owners of English football clubs due to their appetite for driving non-football revenues and seeing their investments as content providers. 

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Will the new stadium, for example, become a shopping mall experience, complete with hiked-up ticket prices? Buckland speaks of a “cliff edge”, where Everton are moving into a new home, necessitating new routines for matchgoing fans, while a new foreign owner with a reputation for keeping his distance gets his feet under the table. For some, all of this at once might be too much.

Given that Friedkin cannot claim to have played a leading role in the stadium move, he is likely to be judged quickly on the team that he delivers. Any new revenue-driving schemes will only float if fortunes improve on the pitch, otherwise his priorities will be questioned.

For proof, simply look across Stanley Park. In 2016, thousands of Liverpool fans walked out of Anfield in the 77th minute of a Premier League game against Sunderland after FSG announced that some ticket prices in the stadium’s new Main Stand would be priced at £77. 

Liverpool had won just one trophy in six years of FSG ownership at that point and local fans, especially, felt like their loyalty was being exploited, given the organisation’s policy of investing its own money in infrastructure but not the team. The protest led to an embarrassing climbdown.

Liverpool was once described by the Guardian newspaper as the “Bermuda Triangle of capitalism”. It has since been framed absolutely as a left-wing city even though voting patterns suggest it should be described as a dissenting one. Its football supporters, whether blue or red, tend to confront perceived injustices, especially if it involves outsiders making money at the expense of locals, and even more so if they are not delivering on the pitch.

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Liverpool have retained their working-class feel (Simon Hughes/The Athletic)

FSG were only able to buy Liverpool at a knockdown price, which its former American owner Tom Hicks described as an “epic swindle”, due to the response of the supporters who unionised themselves in an attempt to drive both Hicks and his partner George Gillett out following a series of broken promises, as the club veered dangerously towards deep financial problems from 2008.

“The missteps of Hicks and Gillett put power in the hands of the fans,” reminds Gareth Roberts from Spirit of Shankly, the fans group which is still active 16 years after its formation and which now has members on the club’s official supporters board. The latter became enshrined in Liverpool’s articles of association after FSG apologised for its leading role in the attempt to create a European Super League in 2021. 

This came after several other high-profile PR blunders that eroded trust. It remains to be seen whether figures like John W. Henry, FSG and Liverpool’s principle owner, will listen to the board rather than pay lip service and carry on regardless with his own plans. Roberts says the ongoing challenge is “getting them to understand the culture”, and it does not help the relationship when Henry’s business partner, Tom Werner (Liverpool’s chairman), speaks so enthusiastically about taking Premier League fixtures away from Anfield and potentially hosting them in other parts of the world.

There was a time when either Everton or Liverpool’s local owner not showing at a match would dominate conversations in pubs and get reported in the local paper. Now, that only happens if they actually turn up.

Leading FSG figures usually fly in from Boston, Massachusetts, attending a couple of games a season — Werner was at Liverpool’s recent game against Real Madrid, while Henry was in the stands for the first home game of the season against Brentford. They appoint executives and dispatch them to Merseyside, or London, where the club has long had an office, to run the business on their behalf. Such individuals are under pressure to drive revenues as far as they can, in theory improving the economic possibilities of the team.

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John W. Henry visits Anfield for the Brentford game in August (Michael Regan/Getty Images)

Roberts says ticketing is an especially thorny issue at Liverpool due to the popularity of the club. It feels like locals are under attack: that there is a race to get the richest person’s bum onto a seat.

As far as Roberts is concerned, a club that markets its image from the energy that Anfield occasionally creates is treading on dangerous ground. “The Kop still has power,” he insists. “But if you squeeze the fans and they drop off, there is a risk that the place gets filled with spectators rather than supporters and with that, you kill the golden goose.”

This, he adds, should act as a warning to Evertonians as they embark on their own American adventure. 

Like Roberts, Liverpool metro mayor Steve Rotheram is a season ticket holder at Anfield and he understands such anxieties. In October, he spent a fortnight in North America exploring trade opportunities and the experience made him realise how powerful a brand Liverpool has abroad due to its connections with football and music, as well as its central role as a port in the movement of the Irish diaspora that spread across the Atlantic in the 19th century.

He says such history helps start conversations with American businesses from sectors like bioscience and digital innovation, which are now interested in investing in Merseyside due to the availability of land near the waterfront on both sides of the Mersey river, a hangover from the harsh economic measures of the 1980s and the decline that followed. 

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Rotheram says football, especially, plays a significant role in the visitor economy to the region, which in 2018 was worth £6.2billion. A thriving Everton playing at a stadium that does a lot more than host football matches every fortnight has the potential to add to that pot. The site at Bramley-Moore promises to regenerate the area around it and, currently, there are small signs of that change. Now Everton’s immediate financial concerns have gone away, perhaps businesses hoping to move in can proceed with more confidence.

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GO DEEPER

How Liverpool 2.01 was built – and FSG abandoned any plans to sell


To reach the third professional football club on Merseyside attracting American investment, you have to cross the river.

If Rotheram gets his way, a walkable bridge will connect Liverpool to Wirral, the home of Tranmere Rovers, and potentially boost the peninsula’s economy. But for the time being, there are just two transport options: a tunnel under the Mersey or, more pleasurably, a ferry which takes less than seven minutes to sail from the Pier Head, beneath the famous Liver Buildings, to Seacombe.

In the middle of this journey, as the ferry juts north, there is a different view of Everton’s new stadium, positioned between a scrapyard and a wind farm, both of which are in the shadow of a brooding tobacco warehouse that is the biggest brick building in the world. Everton’s new home is much closer to the city and might seem enormous from the land, glistening from whichever angle you look at it, but it does not dominate the skyline from the brown, scudding channels of the Mersey.

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Everton’s new stadium, as viewed from Birkenhead across the Mersey (Christopher Furlong/Getty Images)

When the novelist Nathaniel Hawthorne sailed across the same stretch of water in 1854, he recalled a scene that he thought neatly captured the personality of the Liverpudlians he’d encountered over the previous six months, having been sent to the city as American consul.

There, on the ferry, was a labourer eating oysters using a jack knife taken from his pocket, tossing shell after shell overboard. Once satisfied, the labourer pulled out a clay pipe and started puffing away contentedly. 

According to Hawthorne, the labourer’s “perfect coolness and independence” was mirrored by some of the other passengers. “Here,” Hawthorne wrote, “a man does not seem to consider what other people will think of his conduct but whether it suits his convenience to do so.”

Hawthorne did not specify whether the labourer was from Liverpool or the piece of land to the west now known as Wirral. To any outsider, the places and their residents tend to be viewed as one of the same.

On Merseyside, however, distinctions are made: Liverpudlians tend to identify themselves as tougher and sharper, while those from “over the water”, tend to have softer accents and are once removed from the struggles of the city.

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In truth, both areas suffered in the late 1970s and 80s when unemployment ripped through its docks and shipyards. Whereas Liverpool’s city centre has been transformed in the decades since, the Wirral’s waterfront feels less promising. Whereas Liverpool has the Albert Dock, museums and a business district punctuated by glassy high rises, Wirral has very few distinguishable features from the river beyond its scaly, grey sea wall.

Three miles or so from the terminal in Seacombe lies Prenton, the home of Tranmere, a football club that returned to the Football League in 2018, having fallen on hard times since the early 1990s when it threatened to reach the Premier League.


Tranmere’s homely but ageing Prenton Park ground (Simon Hughes/The Athletic)

That history is one of the reasons why an American consortium led by Tacopina has an application with the EFL to try and buy the club from former player, Mark Palios, who later acted as the chief executive of the English Football Association.

The Athletic reported in September that Tacopina was attempting to “harness the power of his celebrity contacts” to try to propel Tranmere up the divisions from League Two. In a report the following month, it was revealed on these pages that rapper A$AP Rocky and Las Vegas Raiders defensive end Maxx Crosby were two of the investors.

According to a source involved in the deal, who would like to remain anonymous to protect working relationships, there is a belief the takeover will be completed in early 2025. While the source suggests it has taken longer than expected to reach this point after an unnamed investor dropped out, The Athletic has been told separately that an unnamed investor’s application was rejected by the EFL. This led to the buying group trying to source a replacement. The EFL declined to comment.

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Tacopina has been involved in Italian football for a decade, with mixed success. He knows Tranmere is not a sexy name but neither was Wrexham before they were taken over by the Hollywood actors Ryan Reynolds and Rob McElhenney in 2021. While Tranmere has a fight this season to retain its Football League status, Tacopina would be taking on a club that more or less breaks even. 

Palios is naturally cautious. For years, he’s wanted to find a minority partner but interested parties have tended to find there isn’t much up-side for such investment. Palios has since been able to convince Tacopina that Tranmere has significant potential with a full takeover, that the club has geography on its side and could become the region’s third wheel.


Joe Tacopina, sat next to former U.S. President Donald Trump, wants to buy Tranmere (Andrew Kelly-Pool/Getty Images)

More than 500,000 people live on the Wirral but the majority cannot get tickets for Liverpool or Everton. There is an interest in Tranmere but many Wirral residents are only would-be fans. That would surely change with an upwardly mobile team, as Tranmere were in the 1990s when it tried to reach the top flight and a packed Prenton Park witnessed a series of exciting cup runs.

Tranmere is worth around £20million in assets. Even if the club reached the Championship, the gateway to the Premier League, the value would increase significantly, potentially leaving Tacopina with a profit if he decided to sell. Importantly, the stadium is owned by the club and Tacopina would be inheriting that. Tacopina takes confidence from the stories of clubs like Bournemouth and Brentford, who are now established in the Premier League despite playing in similar-sized stadiums to Prenton Park (Bournemouth’s is actually considerably smaller) and with little history of success at the top level. 

Prenton Park, however, does not have the facilities to generate much revenue outside of matchdays. In the boom of the early 90s, the venue was rebuilt on three sides but that did not include the main stand, which remains a relic of corrugated iron and brick. Lorraine Rogers, the chairperson before Palios, suggested the stand was costing Tranmere £500,000 a year to maintain. In 2021, a League Two game with Stevenage was postponed after a part of the roof flew off during a storm.

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Palios has explored other stadium options. From the Mersey, the West float slipway leads to Bidston, where a site has been discussed but diehard fans are not enthusiastic about a move three miles away which would take the club away from its roots and potentially position it next to a waste plant, and where there are few pubs and transport links are limited.

Last summer, Palios suggested the zone was ripe for redevelopment in an interview with Liverpool Business News. “I advise my children, if ever they invest in property, invest in the south bank of the river,” he said. “As sure as apples fall from trees, this place is going to get developed.”

Any relocation, however, would need assistance from Wirral Waters as well as a council that for a decade has carefully been trying to manage its budgets due to cuts from central government. At the start of December, the Liverpool Echo reported that the council will be asking the government for a £20million bailout to prevent it from having to declare bankruptcy. 


Tranmere’s ground rises out of the streets in Birkenhead (Lewis Storey/Getty Images)

While it is generally accepted the Palios era is near an end and Tranmere needs to find a way to move forward, there is a wariness and some Tranmere supporters are questioning whether they want someone who has represented Trump in a rape trial running their club. 

Matt Jones, the presenter of the Trip to the Moon podcast, speaks of “excitement, curiosity and fear”. Two years ago, he tracked down Bruce Osterman, Tranmere’s previous American owner (and the first in English football), to San Francisco.

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Osterman told Jones that in 1984, he was able to complete a takeover because Tranmere were “days away from shutting its doors”. Yet Osterman was humble enough to admit that he was ill-prepared for the challenges that followed, despite investing £500,000 in cash. “I didn’t know what the hell I was doing,” he admitted. “I had no experience in this area. I was a trial lawyer… I had no understanding of the history, or where we were going.”

Osterman says that if he had his time again, he “would probably have paid more attention to the team’s relationship with the community”. Over the next three and a half years, Tranmere’s financial position became bleaker and he ended up selling the club at a loss to Palios’ predecessor Peter Johnson, the son of a butcher who became a millionaire businessman in the food industry.

Johnson ended up buying Everton where he was much less popular. His story is a reminder that it is not just American owners who move around clubs, as Friedkin has. Johnson grew up a Liverpool fan, an inconvenient factoid which put him on the back foot at Goodison, where he encountered suspicious minds and hardened attitudes.


Cynicism is deeply embedded among Everton fans, who might wonder how long it will take for their club to see the benefits of being at a new stadium and under new ownership.

Yet Friedkin’s arrival potentially draws a line under much of the uncertainty. Simon Hart, a journalist and author who has written extensively about the club, speaks about the last few years being battered by “existential concerns relating to the club’s future to the extent you are largely numb, hoping just to survive. The impression that Friedkin seems reasonably sensible and hasn’t destroyed Roma is something to grasp and be grateful for.

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“At the moment, the thing that needs answering is whether Everton can go into the new stadium as a Premier League club that is secure. There is a sense that anything that keeps the club alive is acceptable.”

Excitement is not the right word but relief might be. Hart thinks Goodison is irreplaceable, a venue where the terraces hang over the pitch and some of the timberwork dates back to the Victorian era. It is as much a part of the club’s identity as the Liver Buildings are to Liverpool. A departure inspires mixed emotions that swirl around the freezing reality that Everton has not won a trophy of any kind since 1995. 

As the years pass and the record extends, it becomes harder to escape. Hart describes Goodison as his “special place”, but it feels like “disappointment is soaked into every brick now”. He attended the 0-0 draw with Brentford in November when the visiting team were down to 10 men and it felt as though Goodison was weighed down by negative emotion.

Perhaps their new home allows the club to embrace a fresh start and, as he puts it, “allow Evertonians to look forward rather than back.”

(Top image: Getty Images/Design: Eamonn Dalton)

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Notre Dame rolls past Indiana in College Football Playoff opening game: What’s next?

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Notre Dame rolls past Indiana in College Football Playoff opening game: What’s next?

By Pete Sampson, Joe Rexrode and Seth Emerson

SOUTH BEND, Ind. — No. 7 Notre Dame cruised past No. 10 Indiana 27-17 in the first game of the 12-team College Football Playoff on Friday night. The Fighting Irish advance to play No. 2 Georgia in the Sugar Bowl on Jan. 1.

Two interceptions in the first three drives and a 98-yard touchdown run by Notre Dame running back Jeremiyah Love got the first on-campus Playoff game off to a dramatic start. But the fireworks fizzled from there, particularly for the Hoosiers, until they finally reached the end zone twice in the final two minutes to shrink the margin of defeat. Still, Indiana was held to its second-lowest scoring output of the season and was held to 278 yards of offense to Notre Dame’s 394. Indiana gained just 63 yards rushing to Notre Dame’s 193.

Fighting Irish quarterback Riley Leonard went 22-for-32 with 201 yards and one touchdown with another 30 yards and a score on the ground. But it was the effort of Notre Dame’s defense to stop Indiana’s usually high-powered offense that set this one apart.

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There aren’t a lot of firsts at Notre Dame. This was one of them

The Athletic’s analysis:

Notre Dame’s defense dominates

Notre Dame opened the season asking its defense to carry it, which it did just about every week through Thanksgiving. The Irish asked their defense to do the same to open the postseason. Again, it answered the bell, holding Indiana to 17 points as the Hoosiers barely threatened the goal line short of a first-quarter drive that ended with a Xavier Watts interception.

It was a near-perfect game plan from defensive coordinator Al Golden, who turned up the pressure on Kurtis Rourke early and never let the Indiana quarterback get comfortable. Notre Dame’s defensive line had a lot to do with that, as the return of Howard Cross from an ankle sprain overwhelmed Indiana’s offensive line. Even though the Irish lost defensive tackle Rylie Mills and defensive end Bryce Young during the game due to injury, it didn’t matter much.

Indiana, the nation’s No. 2 scoring offense during the regular season at 43.3 points per game, had no chance.

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The performance put to bed Notre Dame’s struggles at USC three weeks ago when the Irish were picked apart through the air until ending the game with back-to-back pick sixes. The performance was enough to wonder if Notre Dame had finally been stretched too thin, relying on underclassmen in the secondary with a pass rush losing steam.

Not exactly.

Indiana barely took shots against Notre Dame.

The Irish will be tested at a new level against Georgia in the Sugar Bowl and the growing injury list will be a concern. But in the final home game of the season, Notre Dame put another performance on tape to suggest it has a national championship-level defense. — Sampson

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Sampson: Notre Dame knows who it is. It can change how others see it against Georgia

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Indiana had an incredible season, but Ohio State and Notre Dame pulled off the mask

Curt Cignetti’s Hoosiers don’t need to apologize for making the College Football Playoff with an 11-1 record. The CFP committee doesn’t have to apologize, either. Indiana played dominant football for most of the season, against a schedule that looked much more difficult than it ended up being. But Notre Dame’s romp in tandem with the Hoosiers’ 38-15 loss at Ohio State combine to tell the story of a team that couldn’t hang up front against supremely talented defenses. Michigan exposed that offensive line a bit in its loss at Indiana as well. Kurtis Rourke had little time to throw and missed some he needed to make on the rare occasions he was able to scan the field.

It was a historic, spectacular debut season for Cignetti. It ended with a reminder that a program with this history producing a true national title contender in one year simply isn’t realistic. — Rexrode

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Rexrode: Indiana deserved its Playoff bid even if its schedule helped it get there

What’s next? Georgia in the Sugar Bowl

Kirby Smart noticed what Notre Dame fans were yelling while the Georgia coach appeared on ESPN’s “College GameDay” on Friday afternoon: “We want Georgia! We want Georgia!”

“They gotta win this one first,” Smart replied, smiling, amid the booing.

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Notre Dame won, setting up a marquee matchup that harkens to Georgia history, and Smart’s tenure.

It’s a redux of the 1981 Sugar Bowl, when Georgia won its second-ever national title. Then in 2017, it was at Notre Dame where Smart launched his program with a one-point win, on its way to an unexpected run to the national championship game. Georgia won the rematch in Athens two years later, though it was also close.

That was when Brian Kelly was the coach. Georgia is still essentially the same talent-laden, physical SEC program, just with a more modern passing offense. The question is how far Marcus Freeman has taken a Notre Dame program that has wilted in the postseason before.

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Who does Georgia want to play: Notre Dame or Indiana?

The Fighting Irish are a physical team. The Bulldogs haven’t had their usual dominance in the trenches but much of that was because of injuries, and now they’re as healthy as they’ve been all year.

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Georgia’s defense is predicated on stopping the run and taking its chances against the pass. But it’s been susceptible to edge runs this year, so one has to imagine the cringe Smart felt watching Love go 98 yards down the left sideline. Love probably won’t outrun Georgia’s defensive backs like that, but he could get a lot of chunk plays on the outside. Georgia has also been susceptible to dual-threat quarterbacks, so Leonard’s feet could be a headache.

Then again, so could new Georgia quarterback Gunner Stockton in his first college start. Stockton vs. Notre Dame’s solid secondary will also be interesting. Georgia does figure to have much better skill position players than Indiana, especially with tailbacks Trevor Etienne and Nate Frazier.

All in all, it’s a hard game to predict. During Smart’s appearance, ESPN’s Rece Davis pointed out that Notre Dame has never beaten Georgia. That’s true, but all three games have been decided by one possession. No one should be surprised if the fourth matchup is just as close. — Emerson

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College Football Playoff 2024 projections: Odds to advance for every team in the bracket

(Photo: Michael Reaves / Getty Images)

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