Montreal in early summer carries a particular charge when the paddock arrives at Circuit Gilles Villeneuve. The island track, named after the late Canadian racing legend, has hosted Formula One since 1978 with few interruptions. For decades, the race served as a fixture on the calendar, drawing loyal crowds but generating modest attention outside Quebec. That pattern has broken.
Nielsen Sports reports a 31.5% year-over-year increase in Canadian F1 fans, placing the country among the fastest-growing markets for the series worldwide. The 2025 Canadian Grand Prix brought 352.000 spectators across the race weekend. These figures suggest something has changed in how Canadians consume and invest in open-wheel racing.
The Business of Keeping the Race in Montreal
Contracts matter. Octane Racing Group secured a four-year extension with Formula One Management, keeping the Canadian Grand Prix on the calendar until at least 2035. The financial terms reflect how seriously government officials view the event as an economic driver.
The federal government committed $39.2 million over four years. Quebec's provincial government added $31.1 million. Tourisme Montreal contributed $39 million. The total public and private investment reaches $117 million. These commitments signal confidence in the race's ability to generate returns.
Tourisme Montreal estimates the 2025 race produced approximately $162 million in economic impact. Downtown hotels reported occupancy rates approaching 90% during race weekend. 55% of Grand Prix attendees traveled from outside Montreal, bringing spending that would otherwise go elsewhere.
Fan Interest Extends Beyond the Track
The Canadian Grand Prix draws 352.000 spectators to Circuit Gilles Villeneuve, but engagement with the sport now takes many forms. Fantasy leagues have grown alongside the season calendar, and sports betting for racing is on the rise as provincial regulations allow more platforms to operate. Merchandise sales at the Montreal circuit reached record numbers in recent years, while watch parties at bars across Toronto and Vancouver fill to capacity on race Sundays.
With 31.5% year-over-year growth in Canadian fans according to Nielsen Sports, commercial activity around the sport has followed. Streaming subscriptions, licensed apparel, and hospitality packages all compete for attention from a fanbase where 42% are under 35 years old.
Media Rights and Broadcast Reach
The contract extension included terms with Bell Media. RDS retained French-language rights while TSN continues broadcasting in English. This dual-language arrangement ensures the race reaches audiences in both of Canada's official languages through established sports networks.
Television ratings tell part of the story. Streaming services tell another. F1 TV, the series' direct-to-consumer platform, has gained subscribers in Canada as cord-cutting trends continue. The combination of traditional broadcast and streaming options means races are accessible across multiple viewing habits.
Who Is Watching
The composition of F1's audience has shifted over time. Globally, women account for about 40% of the series' fanbase. Approximately 42% of fans fall under 35 years old. These demographics differ from the sport's historical profile, which skewed older and predominantly male.
In Canada, younger audiences have shown particular interest. University campuses host viewing events during race weekends. Social media engagement around the Canadian Grand Prix generates substantial activity in the weeks before and after the event. Teams and drivers maintain active followings among Canadian accounts.
The Calendar Move
Starting in 2026, the Canadian Grand Prix shifts to May 24. This date marks the earliest the race has been held. The timing change places Montreal earlier in the European swing of races, potentially affecting travel patterns for teams and fans alike.
May in Montreal carries weather risks that June does not. Temperatures can vary. Rain becomes more likely. These factors could influence attendance if conditions prove unfavorable in a given year. The contract extension suggests organizers believe the benefits outweigh these concerns.
Infrastructure and Investment
Circuit Gilles Villeneuve operates on Île Notre-Dame, an artificial island built for Expo 67. The facility requires ongoing maintenance and periodic upgrades to meet F1 standards. Pit buildings, grandstands, and hospitality areas have all received attention in recent years.
The contract extension includes provisions for continued infrastructure investment. Track surfaces degrade. Safety barriers require replacement. Technology systems need updating. These costs form part of the ongoing commitment required to host a modern Grand Prix.
Commercial Opportunities
Local businesses report strong performance during race week. Restaurants near the circuit book reservations months in advance. Hotels implement surge pricing that travelers accept because alternatives are scarce. Ride services see peak demand that strains driver availability.
Corporate hospitality packages sell at premium prices. Paddock Club access, team garage tours, and driver appearances command fees that reflect their scarcity. Companies use these packages for client entertainment and employee rewards.
Looking Forward
The numbers support a conclusion: F1 is growing in Canada. Fan counts have increased. Attendance has remained strong. Economic impact continues to justify public investment. Media rights retain commercial value.
The sport faces competition for entertainment spending. Hockey remains dominant in Canadian sports culture. Basketball has grown in urban centers. Soccer attracts younger audiences. F1 competes within this context, carving out a position among fans who respond to its particular combination of speed, technology, and global competition.
The 2035 contract horizon provides certainty for planning. Promoters, broadcasters, and businesses can invest knowing the race will return. That stability matters for long-term growth. Canada has demonstrated its capacity to host F1. The market has demonstrated its appetite to consume it.