{"id":294660,"date":"2025-07-04T17:01:57","date_gmt":"2025-07-04T15:01:57","guid":{"rendered":"https:\/\/rtrsports.com\/fan-engagement-in-formula-1-what-the-global-f1-fan-survey-2025-tells-us\/"},"modified":"2026-07-27T07:35:15","modified_gmt":"2026-07-27T05:35:15","slug":"fan-engagement-in-formula-1-what-the-global-f1-fan-survey-2025-tells-us","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/fan-engagement-in-formula-1-what-the-global-f1-fan-survey-2025-tells-us\/","title":{"rendered":"Fan engagement in Formula 1: What the Global F1 Fan Survey 2025 tells us."},"content":{"rendered":"

When, in 1950, the Formula 1<\/strong><\/a> 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<\/strong>, a cultural, technological and commercial platform capable of engaging more than 826 million people<\/strong> worldwide-a<\/a> leap forward of more than 90 million fans in a single year. <\/p>\n

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. <\/p>\n

1. A Decade of Evolution<\/h2>\n

In 2017, the first Global F1 Fan Survey<\/strong> 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. <\/p>\n

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

2. An Increasingly International Fanbase<\/h2>\n

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

Formula 1 adapts to different time zones, viewing habits and cultures, cementing itself as a truly global brand<\/strong>.<\/p>\n

3. Gen Z and Women: The New Faces of Fandom.<\/h2>\n

In 2025, 27% of respondents<\/strong> belong to Gen Z. Almost 50% of them are women<\/strong>. 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<\/strong>, quadrupling the 2017 numbers. <\/p>\n

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

4. Emotional Engagement and Long-Term Loyalty.<\/h2>\n

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

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

5. Cross-Platform and Always-on Content.<\/h2>\n

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

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<\/strong>.<\/p>\n

6. Pilots as Cultural Icons.<\/h2>\n

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

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

7. Live Events and Immersive Experiences<\/h2>\n

73% of US fans and 75% of “new” fans (\u22645 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<\/a> (exhibitions, pop-ups, experiences) plan to do so in the near future. <\/p>\n

Physical contact with the brand and community becomes a strategic asset to consolidate loyalty<\/strong> and transform digital engagement into real experiences.<\/p>\n

8. F1 Academy and Inclusive Representation.<\/h2>\n

F1 Academy<\/strong>, the women’s series supported by the official teams, is already followed by 23 percent of fans<\/strong>, but the figure rises to 42 percent among women<\/strong> and 37 percent among Gen Z.<\/strong><\/a><\/p>\n

It is the second most-watched series after F1 itself, and is fertile ground for inclusive storytelling and audience growth<\/strong>.<\/p>\n

9. Sponsorship: An Opportunity for Value<\/h2>\n

76% of fans see the presence of sponsors as enriching the sports experience<\/strong>. 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. <\/p>\n

Formula 1 is now a high-impact business ecosystem<\/strong>, especially for sectors such as fashion, technology, beauty and luxury.<\/p>\n

10. Fashion, Lifestyle and Merchandise<\/h2>\n

59% of fans attach great importance to style and fashion<\/strong> in their way of experiencing F1. The 10-year partnership with Louis Vuitton<\/strong> (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. <\/p>\n

Meanwhile, 37 percent of fans have already purchased official merchandise<\/strong>, driven by capsule collections and limited-edition collections.<\/p>\n

11. Upcoming Trends in Fandom.<\/h2>\n
    \n
  • Digital immersive<\/strong>: augmented reality, metaverse, virtual communities.<\/li>\n
  • Expansion into emerging markets<\/strong>: hybrid tenders and activations in Asia, Middle East, Africa.<\/li>\n
  • Sustainability<\/strong>: green fuels and hybrid power units for environmentally conscious fans.<\/li>\n
  • Customized experiences<\/strong>: merchandising and content tailored for Gen Z, luxury and heritage lovers.<\/li>\n
  • Inclusion and representation<\/strong>: inclusive storytelling and new talent enhancement.<\/li>\n<\/ul>\n

    Conclusions: What Brands Must Do<\/h2>\n

    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. <\/p>\n

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

      Formula 1 is no longer just a sport. It is culture. It is identity. It is future. <\/p>\n","protected":false},"excerpt":{"rendered":"

      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 […]<\/p>\n","protected":false},"author":2,"featured_media":284052,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20036],"tags":[],"class_list":["post-294660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula1"],"acf":[],"contentshake_article_id":"","yoast_head":"\nFan engagement in Formula 1: the Global F1 Fan Survey 2025<\/title>\n<meta name=\"description\" content=\"The 2025 Global F1 Fan Survey redraws the profile of the modern fan. 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