Increased digital access for fans, a more behind-the-scenes experience for broadcast viewers and innovation in areas like virtual reality — what is it like to speed around a track inside a Ferrari? — are among the possibilities.

“The sport has clearly been underserved,” Carey said. “It doesn’t do anything digitally. There’s no marketing. It doesn’t tell any stories. The goal in this is to make the fans connect to the live experience as much as possible, and the tools you have to do that, we’re not using at all.”

The larger question, though, is a familiar one: Is there room for Formula One in the ever-crowded sports landscape of the United States? Opinions vary, particularly because viewing habits among consumers continue to evolve.

John Bloom, a professor at Shippensburg University who has studied American sports history, said the biggest challenge for any sport trying to increase its presence in the United States was framing itself in a way that had perpetual appeal.

“Sports generally become popular in some way because they establish a narrative,” Bloom said. “When I think of motorsports in the U.S., what we all think of is Nascar, and the narrative of Nascar is sort of rural, white, working-class Americans, mostly in the South, connecting with the atmosphere of those races. That’s the narrative.

“When I think of the narrative of Formula One, it’s a very different kind of audience.”

That difference, Carey said, is significant. While some might immediately link Formula One to Nascar in terms of American growth, Carey said Formula One’s brand research had indicated there was very little crossover; rather, Formula One fans generally cite other so-called elite events, like Wimbledon or the Ryder Cup, as competitions they enjoy.