When, in 1950, the Formula 1 kicked off at Silverstone, no one could have predicted that, 75 years later, it would become much more than a sport. Today, F1 is a global phenomenon, a cultural, technological and commercial platform capable of engaging more than 826 million people worldwide-a leap forward of more than 90 million fans in a single year.

This is not just a numerical increase: it is a tangible sign of a momentous change. Formula 1 is no longer an elitist club, but an open, transversal ecosystem, ready to welcome new generations, new geographies and new meanings.

1. A Decade of Evolution

In 2017, the first Global F1 Fan Survey had 215,000 responses from 194 countries. In 2025, there were more than 100,000 responses from 186 nations-a more selective sample geared toward the most active and involved fans.

Meanwhile, the audience has transformed: from a predominantly male and European base, to a younger, more female and more global audience. In parallel, content consumption has shifted from a “race weekend only” model to an “always-on” approach , where F1 is experienced every day, all year round.

2. An Increasingly International Fanbase

The United States is now the most represented country in the survey, with 73% of U.S. fans saying they intend to attend a live GP. In China, audiences grew by 39% after the return of the Shanghai GP. Brazil and India, for their part, show more than 90 percent interest in “home” events.

Formula 1 adapts to different time zones, viewing habits and cultures, cementing itself as a truly global brand.

3. Gen Z and Women: The New Faces of Fandom.

In 2025, 27% of respondents belong to Gen Z. Almost 50% of them are women. Fans under the age of 25 declare a very high intention to follow F1 in the coming years. Overall, women now account for 25% of fans, quadrupling the 2017 numbers.

These new segments are not just looking for speed and results-they are attracted to storytelling, identity, and lifestyle. They want personalized content, authentic storytelling, and an emotional connection to the world around the runway.

4. Emotional Engagement and Long-Term Loyalty.

90% of fans say they are emotionally involved in race results. 94% plan to continue following F1 for at least five years – the figure rises to 97% among Gen Z.

The narrative that paints “new fans” as volatile does not hold up: loyalty is high, even among recent entrants. Moreover,86 percent of the audience follows at least 16 races per season, indicating high frequency of engagement and lasting interest.

5. Cross-Platform and Always-on Content.

Today, 61% of fans consume F1 content every day: videos, podcasts, articles, highlights. For Gen Z, the percentage rises to 70%, with a preference for social and streaming platforms such as YouTube, TikTok, and Twitch.

Longtime fans prefer more technical and in-depth content, but the big picture is clear: Formula 1 is continuous content, no longer limited to the weekend.

6. Pilots as Cultural Icons.

40% of U.S. fans follow F1 primarily for a driver. Among younger people, 66% feel inspired by the personal stories and values embodied by their idols .

Pilots are no longer just athletes, but cultural ambassadors: charismatic figures capable of conveying messages and values. For brands, this means storytelling opportunities and deeper sponsorship activations.

7. Live Events and Immersive Experiences

73% of US fans and 75% of “new” fans (≤5 years of passion) plan to attend a live race. But interest goes beyond the weekend: 41% of those who have never attended an F1 event (exhibitions, pop-ups, experiences) plan to do so in the near future.

Physical contact with the brand and community becomes a strategic asset to consolidate loyalty and transform digital engagement into real experiences.

8. F1 Academy and Inclusive Representation.

F1 Academy, the women’s series supported by the official teams, is already followed by 23 percent of fans, but the figure rises to 42 percent among women and 37 percent among Gen Z.

It is the second most-watched series after F1 itself, and is fertile ground for inclusive storytelling and audience growth.

9. Sponsorship: An Opportunity for Value

76% of fans see the presence of sponsors as enriching the sports experience. 33% say they are more likely to purchase products related to F1 brands – the figure rises to 40% in Gen Z and 41% among women.

Formula 1 is now a high-impact business ecosystem, especially for sectors such as fashion, technology, beauty and luxury.

10. Fashion, Lifestyle and Merchandise

59% of fans attach great importance to style and fashion in their way of experiencing F1. The 10-year partnership with Louis Vuitton (title sponsor of the Australian GP) and the presence of icons such as Rihanna and Zendaya at GPs confirm the lifestyle vocation of the Circus.

Meanwhile, 37 percent of fans have already purchased official merchandise, driven by capsule collections and limited-edition collections.

11. Upcoming Trends in Fandom.

• Digital immersive: augmented reality, metaverse, virtual communities.
• Expansion into emerging markets: hybrid tenders and activations in Asia, Middle East, Africa.
• Sustainability: green fuels and hybrid power units for environmentally conscious fans.
• Customized experiences: merchandising and content tailored for Gen Z, luxury and heritage lovers.
• Inclusion and representation: inclusive storytelling and new talent enhancement.

Conclusions: What Brands Must Do

For those working in marketing and communications, the Formula 1 of the future is an extraordinary opportunity. But to seize it, a paradigm shift is needed.

• Telling stories that are authentic, rider-centered and able to excite.
• Create cross-platform content, short and long, editorial and social.
• Investing in physical experiences, turning digital into real contact.
• Embracing fashion and lifestyle, to align with the cultural codes of the public.
• Putting sustainability and inclusion at the center: key values for tomorrow’s audiences.

Formula 1 is no longer just a sport. It is culture. It is identity. It is future.