Formula 1 (F1) is back on track for the 2026 season, and it’s already in high gear with more than just a fresh set of tires. With the biggest engine regulation overhaul in a decade, new powerhouses like Audi and Ford making their debut and a record-breaking global fanbase, F1 is no longer a niche hobby. It’s a globally popular motorsport and a powerful way to drive new business to your sports bar or restaurant.
DIRECTV FOR BUSINESS® gives sports bars and restaurants access to every must-see Grand Prix, from Miami and Las Vegas to Monaco and beyond, all within one unified viewing experience.
Want to learn more about DIRECTV FOR BUSINESS? Check out our packages today!
Why Show F1 Racing at Your Sports Bar or Restaurant?
Showing F1 racing in your sports bar or restaurant is a great way to attract new business and encourage fans to become repeat customers. While the 2024 Miami Grand Prix still holds the record for the largest live U.S. audience—peaking at 3.6 million viewers—the momentum hasn’t slowed down. In fact, the 2025 season became the most-watched in U.S. history, with 16 of the 24 races setting individual viewership records and the season averaging an all-time high of 1.3 million viewers per race.
Here’s why showing the 2026 season is a win for your bottom line:
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A Massive, Diverse Fanbase: F1 now boasts over 827 million fans globally. More importantly, 43% of that fanbase is under 35, and female viewership has grown to 42% of the total audience. Tapping into this large fan base can be a great way to make new fans of your business, too.
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Early-Bird Revenue: Many races take place in international time zones, meaning you can pack the house for events during hours when your business might otherwise be quiet.
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The “Vegas” Effect: With three high-profile U.S. races in Miami, Austin and Las Vegas, domestic interest has never been higher.
What’s New for the 2026 F1 Season?
The 2026 season marks a “reboot” for the sport. Every team is starting from scratch with new technical regulations, meaning the competition will be tighter—and global interest will be higher—than ever.
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Engine Shakes: Renault is out, but Audi is in, and Ford is back after over two decades to power Red Bull, which is exciting to American viewers with loyalty to an energizing American brand.
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Active Aero: New car designs will feature wings that adjust in real-time, making for more overtaking and heart-pounding action to keep your customers glued to their stools.
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Sustainability: F1 is moving to 100% sustainable fuels in 2026, appealing to a more eco-conscious generation of fans.
How to Watch the 2026 F1 Season
All 2026 Formula 1 Grand Prix races, including practice sessions, qualifying and sprint weekends, are available through DIRECTV FOR BUSINESS.
F1 coverage is delivered within the DIRECTV experience via Apple TV and is included for satellite and streaming business customers in qualifying packages. There’s no need to switch inputs, exit to a separate app or purchase an additional add-on.
Tune to DIRECTV channel 9526, channel 9527 for F1 England and 9530 for F1 Kids (as needed).
2026 F1 Season Schedule
Drivers race in 21 countries around the world over the course of 24 Grand Prix weekends in 2026. Each race weekend kicks off with practice sessions and qualifying on Fridays and Saturdays, followed by the main Grand Prix on Sundays. While many international races air in the early morning or late night, U.S. business owners can capitalize on a high-energy schedule that includes six daytime and evening races across the Americas.
Don’t let your business get lapped. Check out the rest of the full 2026 F1 schedule below to help plan out which races you’ll show at your sports bar or restaurant.
March 27–29 | Japanese Grand Prix | Race: March 29, 1 a.m. ET
May 1–3 | Miami Grand Prix (Sprint) | Race: May 3, 4 p.m. ET
May 22–24 | Canadian Grand Prix (Sprint) | Race: May 24, 4 p.m. ET
June 5–7 | Monaco Grand Prix | Race: June 7, 9 a.m. ET
June 12–14 | Spanish Grand Prix (Barcelona) | Race: June 14, 9 a.m. ET
June 26–28 | Austrian Grand Prix | Race: June 28, 9 a.m. ET
July 3–5 | British Grand Prix (Sprint) | Race: July 5, 10 a.m. ET
July 17–19 | Belgian Grand Prix | Race: July 19, 9 a.m. ET
July 24–26 | Hungarian Grand Prix | Race: July 26, 9 a.m. ET
August 21–23 | Dutch Grand Prix (Sprint) | Race: August 23, 9 a.m. ET
September 4–6 | Italian Grand Prix | Race: September 6, 9 a.m. ET
September 11–13 | Spanish Grand Prix (Madrid Debut) | Race: September 13, 9 a.m. ET
September 24–26 | Azerbaijan Grand Prix | Race: September 26, 7 a.m. ET
October 9–11 | Singapore Grand Prix (Sprint) | Race: October 11, 8 a.m. ET
October 23–25 | United States Grand Prix | Race: October 25, 4 p.m. ET
October 30–November 1 | Mexican Grand Prix | Race: November 1, 3 p.m. ET
November 6–8 | Brazilian Grand Prix | Race: November 8, 12 p.m. ET
November 19–21 | Las Vegas Grand Prix | Race: November 21, 11 p.m. ET
November 27–29 | Qatar Grand Prix | Race: November 29, 11 a.m. ET
December 4–6 | Abu Dhabi Grand Prix | Race: December 6, 8 a.m. ET
Who Are The 2026 F1 Drivers?
Alpine | Pierre Gasly and Franco Colapinto
Aston Martin | Fernando Alonso and Lance Stroll
Audi | Nico Hulkenberg and Gabriel Bortoleto
Cadillac | Sergio Perez and Valtteri Bottas
Ferrari | Charles Leclerc and Lewis Hamilton
Haas | Esteban Ocon and Oliver Bearman
McLaren | Lando Norris and Oscar Piastri
Mercedes | George Russell and Andrea Kimi Antonelli
Racing Bulls | Liam Lawson and Arvid Lindblad
Red Bull | Max Verstappen and Isack Hadjar
Williams | Alex Albon and Carlos Sainz
How To Promote F1 at Your Sports Bar or Restaurant
Here are a few things you can do to help make your bar or restaurant a go-to destination for racing fans.
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Host Race-Day Watch Parties: Give fans a front-row seat to all the high-octane action. You can also attract F1 customers through trivia nights, giveaways or raffles.
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Early Opening Specials: For those 7:00 a.m. races on the other side of the globe, offer a morning happy hour or food special to draw in the hardcore fans who want to watch live.
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Rev Up the Excitement: Let F1 fans know you’ll be showing the races through social media, email, flyers and on your website.
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Offer F1-Themed Food & Drink Specials: Create fun race-themed food and drink specials to drive fans to your establishment.
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Turbocharge Your Décor: Deck out your bar with racing décor, checkered tablecloths and other F1 memorabilia.
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Big Screens For Big Fun: Ensure you’re providing fans with great race day viewing so they don’t miss a second of the action. Your business should have plenty of TVs, good audio and comfortable seating, so there’s not a bad seat in the house.
Set Your Business Up For Success With DIRECTV
F1 fans are tech-savvy and expect a pristine viewing experience. DIRECTV FOR BUSINESS ensures that your customers can watch every Grand Prix race. And with 99% signal reliability and crystal-clear HD coverage, you’ll never have to worry about your customers missing a second of the action. DIRECTV FOR BUSINESS also gives businesses hassle-free customer service and standard professional installation at no cost. Plus, DIRECTV’s Sports Bar Finder helps local F1 fans to find your business when you offer DIRECTV.
Get DIRECTV FOR BUSINESS for Your Sports Bar Or Restaurant
F1 racing is just the starting line for great sports programming. DIRECTV FOR BUSINESS puts you trackside to reliable entertainment for your sports bar or restaurant. Ready to put your business in pole position? Explore our business packages today!
