F1 is in the process of a change of ownership, with the US-based Liberty Media Group hoping to complete its takeover of the sport by the end of the first quarter in 2017.
The move has led to questions about how F1 can improve its offering to fans, with Liberty keen to expand the sport in the United States.
Hamilton believes there is much more that can be done in promoting the sport and points American sports as examples of what F1 should be looking to learn.
“The way Formula One is run is not good enough at the moment,” Hamilton told TIME magazine. “The Super Bowl, the events Americans do, the show they put on is so much, so much better. So if you were to mix in a little bit of that template through there, I think we’d be more inviting to the fans.”
In the same piece, Hamilton reveals his surprise at how little an impact F1 has had in the States, even if he appreciates why it could be more appealing to that market.
“So many people I meet in America ask me, ‘What’s Formula One?’ What, do you live in a shoe box? Haven’t you at least heard of it?”
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