Experts say F1 needs more than one U.S. race for its popularity to build stateside. More races will attract more brand sponsorships, leading to greater awareness.

The Coca-Cola Company's energy drink, burn, has sponsored the Lotus F1 team since 2012. The brand, which is sold in more than 80 countries, has focused on recruiting younger fans to F1 through tie-ins with action sports, music and street art.