Amid the glitz of the 2026 Monaco Grand Prix, Jefferson Slack, Aston Martin's managing director, made a provocative claim: Formula 1 teams remain undervalued compared to American sports franchises. Seventy-six days later, the news broke that New York Jets owner Robert 'Woody' Johnson had bought into Aston Martin's F1 team. This isn't just paddock gossip—it's a clear signal that big investors are eyeing F1 as a golden opportunity.
At The Race Business event in Monaco, Slack boldly compared F1 team valuations, which sit at six or seven times revenue, to NBA teams at twelve times. "There are only 11 Formula 1 teams, and there are probably only ever going to be 11. The risk is relatively low because we have a global footprint, long-term contracts, and the sport continues to grow," he said. This statement carries weight, as F1 lacks the relegation system of football, making it a more stable investment.
Zak Brown echoed similar sentiments during a conversation with The Race Business in Miami in May 2026. "If you look at sports in general, values have only ever gone up. Every time there's a record-breaking deal, people say, 'Oh, that was crazy.' Then, five years later, you look back and see that the values have continued to rise," Brown remarked. Meanwhile, Flavio Briatore seemed stunned by the evolution of values. "I sold my share in Benetton for $80 million. Now you're talking about $3.5 to $4 billion, and everybody predicts the team will be worth $10 billion in three or four years," he said during an interview at Enstone in July 2026.
Woody Johnson's investment in Aston Martin is tangible proof that F1 team valuations are starting to attract US franchise owners. This was the third surprising piece of American sports franchise-related news that week, underscoring a growing trend. Slack's assertion that F1 teams are trading at relatively low levels suggests there's still room for significant growth in value.
This phenomenon isn't just about money; it's about F1's legitimacy as a global investment asset. With more US franchise owners entering the fray, the paddock dynamics are shifting. Teams are now competing not only on track but also in business strategy and valuation. Aston Martin, for instance, is building a new factory and hiring key personnel, signaling ambitions to become a major force both on the circuit and in the stock market.
The big question remains: will F1 team valuations truly catch up to or even surpass those of NBA or NFL franchises? With investors like Woody Johnson stepping in, the market seems to believe so. But as Briatore noted, these are still predictions. What's certain is that the flow of investment into F1 won't dry up anytime soon.
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