Against the backdrop of the F1 Japanese Grand Prix at Suzuka Circuit, attendance among younger visitors and demand from overseas are growing, while the entry of Japanese companies has emerged as a challenge. Tetsuhiro Joko (上甲哲洋), General Manager at Honda Mobilityland, spoke about the business value of F1 and the current state of the Japanese market.
At the Honda Racing & Suzuka Circuit Business Conference held at Suzuka Circuit, Tetsuhiro Joko (上甲哲洋), General Manager at Honda Mobilityland, discussed the potential of the motorsports business, centered on the F1 Japanese Grand Prix. The conference presented F1 as young, global and highly valuable content, distinct from the boom associated with it in the 20th century.
In Japan, F1 viewership and attendance are expanding among younger age groups. Attendance in 2026 reached approximately 315,000 over 3 days, including 130,000 on race day. Overseas visitors accounted for a high 33%, with particularly strong growth from Taiwan. Age 23 was at the peak of the age distribution, and support in the style of fan engagement has been spreading.
From the perspective of corporate value, American Express and AWS were cited as examples of data communications and cloud use in F1, while F1 was also identified as an opportunity to demonstrate 5G and data applications. Paddock Club hospitality costs ¥1.1 million per person for 3 days and is used as a venue for building relationships with key customers. Domestic examples included a 5GSA demonstration in Japan and American Express member activations.
The entry of Japanese companies was described as an “empty zone,” with reportedly no Japanese companies among approximately 20 global partners. Suzuka Circuit is seeking to expand opportunities for Japanese companies to participate through 2 programs: founding partners and event supporters.