{"id":294661,"date":"2025-07-04T17:01:57","date_gmt":"2025-07-04T15:01:57","guid":{"rendered":"https:\/\/rtrsports.com\/zaangazowanie-kibicow-w-formule-1-co-mowi-nam-globalne-badanie-kibicow-f1-2025\/"},"modified":"2025-07-22T17:45:10","modified_gmt":"2025-07-22T15:45:10","slug":"zaangazowanie-kibicow-w-formule-1-co-mowi-nam-globalne-badanie-kibicow-f1-2025","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pl\/blog\/global-fan-survey\/","title":{"rendered":"Zaanga\u017cowanie kibic\u00f3w w Formule 1: Co m\u00f3wi nam Globalne Badanie Kibic\u00f3w F1 2025"},"content":{"rendered":"

Kiedy w 1950 roku Formu\u0142a 1<\/strong><\/a> na torze Silverstone w 1950 roku, nikt nie m\u00f3g\u0142 przewidzie\u0107, \u017ce 75 lat p\u00f3\u017aniej stanie si\u0119 ona czym\u015b wi\u0119cej ni\u017c tylko sportem. Dzi\u015b F1 jest globalnym fenomenem<\/strong>, platform\u0105 kulturow\u0105, technologiczn\u0105 i handlow\u0105, w kt\u00f3r\u0105 zaanga\u017cowanych jest ponad 826 milion\u00f3w ludzi<\/strong> na ca\u0142ym \u015bwiecie<\/a> – to skok o ponad 90 milion\u00f3w fan\u00f3w w ci\u0105gu zaledwie jednego roku.<\/p>\n

To nie tylko wzrost liczbowy: to namacalny znak epokowej zmiany. Formu\u0142a 1 nie jest ju\u017c elitarnym klubem, ale otwartym, przekrojowym ekosystemem, gotowym na przyj\u0119cie nowych pokole\u0144, nowych geografii i nowych znacze\u0144.<\/p>\n

1. Dekada ewolucji<\/h2>\n

W 2017 r. w pierwszym globalnym badaniu fan\u00f3w F1<\/strong> uzyskano 215 000 odpowiedzi ze 194 kraj\u00f3w. W 2025 r. uzyskano ponad 100 000 odpowiedzi ze 186 kraj\u00f3w – bardziej selektywn\u0105 pr\u00f3b\u0119 ukierunkowan\u0105 na najbardziej aktywnych i zaanga\u017cowanych fan\u00f3w.<\/p>\n

W mi\u0119dzyczasie publiczno\u015b\u0107 uleg\u0142a transformacji: od g\u0142\u00f3wnie m\u0119skiej i europejskiej bazy do m\u0142odszej, bardziej kobiecej i bardziej globalnej<\/strong> publiczno\u015bci. R\u00f3wnolegle konsumpcja tre\u015bci zmieni\u0142a si\u0119 z modelu „tylko w weekendy wy\u015bcigowe” na podej\u015bcie „zawsze w\u0142\u0105czone<\/strong>„, w kt\u00f3rym F1 jest do\u015bwiadczana codziennie, przez ca\u0142y rok.<\/p>\n

2. Coraz bardziej mi\u0119dzynarodowa rzesza fan\u00f3w<\/h2>\n

Stany Zjednoczone s\u0105 obecnie najliczniej reprezentowanym krajem w ankiecie, a 73% ameryka\u0144skich fan\u00f3w<\/strong> zadeklarowa\u0142o zamiar wzi\u0119cia udzia\u0142u w GP na \u017cywo. W Chinach widownia wzros\u0142a o 39%<\/strong> po powrocie GP Szanghaju. Z kolei Brazylia i Indie wykazuj\u0105 ponad 90% zainteresowanie<\/strong> „domowymi” wydarzeniami.<\/p>\n

Formu\u0142a 1 dostosowuje si\u0119 do r\u00f3\u017cnych stref czasowych, nawyk\u00f3w ogl\u0105dania i kultur, umacniaj\u0105c si\u0119 jako prawdziwie globalna marka<\/strong>.<\/p>\n

3. Gen Z i kobiety: nowe oblicza fandomu<\/h2>\n

W 2025 roku 27% respondent\u00f3w<\/strong> nale\u017cy do pokolenia Z. Prawie 50% z nich to kobiety<\/strong>. Fani w wieku poni\u017cej 25 lat deklaruj\u0105 bardzo wysoki zamiar \u015bledzenia F1 w nadchodz\u0105cych latach. Og\u00f3lnie rzecz bior\u0105c, kobiety stanowi\u0105 obecnie 25% fan\u00f3w<\/strong>, czterokrotnie przekraczaj\u0105c liczb\u0119 z 2017 roku.<\/p>\n

Te nowe segmenty szukaj\u0105 nie tylko szybko\u015bci i wynik\u00f3w: przyci\u0105ga ich opowiadanie historii, to\u017csamo\u015b\u0107 i styl \u017cycia<\/strong>. Chc\u0105 spersonalizowanych tre\u015bci, autentycznych opowie\u015bci i emocjonalnego zwi\u0105zku ze \u015bwiatem wok\u00f3\u0142 toru.<\/p>\n

4. Zaanga\u017cowanie emocjonalne i d\u0142ugoterminowa lojalno\u015b\u0107<\/h2>\n

90% fan\u00f3w twierdzi, \u017ce s\u0105 emocjonalnie zaanga\u017cowani<\/strong> w wyniki wy\u015bcig\u00f3w. 94% planuje kontynuowa\u0107 \u015bledzenie F1 przez co najmniej pi\u0119\u0107 lat – liczba ta wzrasta do 97% w\u015br\u00f3d pokolenia Z.<\/p>\n

Narracja przedstawiaj\u0105ca „nowych fan\u00f3w” jako niestabilnych nie ma racji bytu: lojalno\u015b\u0107 jest wysoka<\/strong>, nawet w\u015br\u00f3d niedawno przyby\u0142ych. Co wi\u0119cej,86 procent widz\u00f3w \u015bledzi co najmniej 16 wy\u015bcig\u00f3w w sezonie<\/strong>, co wskazuje na wysok\u0105 cz\u0119stotliwo\u015b\u0107 zaanga\u017cowania i trwa\u0142e zainteresowanie.<\/p>\n

5. Wieloplatformowe i stale dost\u0119pne tre\u015bci<\/h2>\n

Obecnie 61% fan\u00f3w codziennie konsumuje tre\u015bci F1<\/strong>: filmy, podcasty, artyku\u0142y, najwa\u017cniejsze wydarzenia. W przypadku pokolenia Z odsetek ten wzrasta do 70%<\/strong>, przy czym preferowane s\u0105 platformy spo\u0142eczno\u015bciowe i streamingowe, takie jak YouTube, TikTok i Twitch.<\/p>\n

D\u0142ugoterminowi fani wol\u0105 bardziej techniczne i szczeg\u00f3\u0142owe tre\u015bci, ale og\u00f3lny obraz jest jasny: Formu\u0142a 1 to ci\u0105g\u0142a tre\u015b\u0107, kt\u00f3ra nie ogranicza si\u0119 ju\u017c do weekendu<\/strong>.<\/p>\n

6. Piloci jako ikony kultury<\/h2>\n

40% ameryka\u0144skich fan\u00f3w \u015bledzi F1 g\u0142\u00f3wnie ze wzgl\u0119du na kierowc\u0119. W\u015br\u00f3d najm\u0142odszych 66% czuje si\u0119 zainspirowanych<\/strong> osobistymi historiami i warto\u015bciami uosabianymi przez ich idoli.<\/p>\n

Piloci nie s\u0105 ju\u017c tylko sportowcami, ale ambasadorami kultury<\/strong>: charyzmatycznymi postaciami zdolnymi do przekazywania wiadomo\u015bci i warto\u015bci. Dla marek oznacza to mo\u017cliwo\u015bci opowiadania historii i g\u0142\u0119bsz\u0105 aktywacj\u0119 sponsorsk\u0105<\/strong>.<\/p>\n

7. Wydarzenia na \u017cywo i wci\u0105gaj\u0105ce do\u015bwiadczenia<\/h2>\n

73% fan\u00f3w z USA i 75% „nowych” fan\u00f3w (\u2264 5 lat pasji) planuje wzi\u0105\u0107 udzia\u0142 w wy\u015bcigu na \u017cywo. Ale zainteresowanie wykracza poza weekend: 41% os\u00f3b, kt\u00f3re nigdy nie uczestniczy\u0142y w wydarzeniu F1<\/a> (wystawy, pop-upy, do\u015bwiadczenia) planuje to zrobi\u0107 w najbli\u017cszej przysz\u0142o\u015bci.<\/p>\n

Fizyczny kontakt z mark\u0105 i spo\u0142eczno\u015bci\u0105 staje si\u0119 strategicznym atutem konsoliduj\u0105cym lojalno\u015b\u0107<\/strong> i przekszta\u0142caj\u0105cym cyfrowe zaanga\u017cowanie w rzeczywiste do\u015bwiadczenia.<\/p>\n

8. Akademia F1 i reprezentacja w\u0142\u0105czaj\u0105ca<\/h2>\n

F1 Academy<\/strong>, kobieca seria wspierana przez oficjalne zespo\u0142y, jest ju\u017c \u015bledzona przez 23% fan\u00f3w<\/strong>, ale liczba ta wzrasta do 42%<\/strong> w\u015br\u00f3d<\/strong>kobiet<\/strong> i 37% w\u015br\u00f3d pokolenia Z.<\/strong><\/a><\/p>\n

Jest to drugi najcz\u0119\u015bciej ogl\u0105dany serial po F1 i stanowi podatny grunt dla inkluzywnego opowiadania historii i wzrostu ogl\u0105dalno\u015bci<\/strong>.<\/p>\n

9. Sponsoring: Szansa na warto\u015b\u0107<\/h2>\n

76% fan\u00f3w postrzega obecno\u015b\u0107 sponsor\u00f3w jako wzbogacenie sportowych do\u015bwiadcze\u0144<\/strong>. 33% jest bardziej sk\u0142onnych do zakupu produkt\u00f3w zwi\u0105zanych z mark\u0105 F1 – liczba ta wzrasta do 40% w\u015br\u00f3d pokolenia Z i 41% w\u015br\u00f3d kobiet.<\/p>\n

Formu\u0142a 1 jest obecnie ekosystemem biznesowym o du\u017cym wp\u0142ywie<\/strong>, szczeg\u00f3lnie dla sektor\u00f3w takich jak moda, technologia, uroda i luksus.<\/p>\n

10. Moda, styl \u017cycia i towary<\/h2>\n

59% fan\u00f3w przywi\u0105zuje du\u017c\u0105 wag\u0119 do stylu i mody<\/strong> w swoim sposobie do\u015bwiadczania F1. 10-letnie partnerstwo z Louis Vuitton<\/strong> (sponsorem tytularnym GP Australii) i obecno\u015b\u0107 takich ikon jak Rihanna i Zendaya na GP potwierdzaj\u0105 lifestylowe powo\u0142anie Cyrku.<\/p>\n

W mi\u0119dzyczasie 37% fan\u00f3w kupi\u0142o ju\u017c oficjalne towary<\/strong>, nap\u0119dzane przez kolekcje kapsu\u0142owe i kolekcje limitowane .<\/strong><\/p>\n

11. Nadchodz\u0105ce trendy w fandomie<\/h2>\n
    \n
  • Cyfrowe immersje<\/strong>: rzeczywisto\u015b\u0107 rozszerzona, metaverse, wirtualne spo\u0142eczno\u015bci.<\/li>\n
  • Ekspansja na rynki wschodz\u0105ce<\/strong>: przetargi hybrydowe i aktywacje w Azji, na Bliskim Wschodzie i w Afryce.<\/li>\n
  • Zr\u00f3wnowa\u017cony rozw\u00f3j<\/strong>: ekologiczne paliwa i hybrydowe jednostki nap\u0119dowe dla fan\u00f3w dbaj\u0105cych o \u015brodowisko.<\/li>\n
  • Spersonalizowane do\u015bwiadczenia<\/strong>: dostosowany merchandising i tre\u015bci dla pokolenia Z, mi\u0142o\u015bnik\u00f3w luksusu i dziedzictwa.<\/li>\n
  • Inkluzja i reprezentacja<\/strong>: inkluzywny storytelling i waloryzacja nowych talent\u00f3w.<\/li>\n<\/ul>\n

    Wnioski: Co marki musz\u0105 zrobi\u0107<\/h2>\n

    Dla os\u00f3b zajmuj\u0105cych si\u0119 marketingiem i komunikacj\u0105, Formu\u0142a 1 przysz\u0142o\u015bci jest niezwyk\u0142\u0105 szans\u0105. Ale aby j\u0105 wykorzysta\u0107, potrzebna jest zmiana paradygmatu.<\/p>\n

      \n
    • Opowiadanie autentycznych<\/strong>, skoncentrowanych na kierowcy i emocjonalnych historii<\/strong>.<\/li>\n
    • Tworzenie tre\u015bci wieloplatformowych<\/strong>, kr\u00f3tkich i d\u0142ugich, redakcyjnych i spo\u0142eczno\u015bciowych.<\/li>\n
    • Inwestowanie w fizyczne do\u015bwiadczenia<\/strong>, przekszta\u0142caj\u0105c cyfrowe w rzeczywisty kontakt.<\/li>\n
    • Obejmuje mod\u0119 i styl \u017cycia<\/strong>, aby dostosowa\u0107 si\u0119 do kod\u00f3w kulturowych spo\u0142ecze\u0144stwa.<\/li>\n
    • Zr\u00f3wnowa\u017cony rozw\u00f3j i integracja w centrum uwagi<\/strong>: kluczowe warto\u015bci dla przysz\u0142ych odbiorc\u00f3w.<\/li>\n<\/ul>\n

      Formu\u0142a 1 to ju\u017c nie tylko sport. To kultura. To to\u017csamo\u015b\u0107. To przysz\u0142o\u015b\u0107.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Kiedy w 1950 roku Formu\u0142a 1 na torze Silverstone w 1950 roku, nikt nie m\u00f3g\u0142 przewidzie\u0107, \u017ce 75 lat p\u00f3\u017aniej stanie si\u0119 ona czym\u015b wi\u0119cej ni\u017c tylko sportem. Dzi\u015b F1 jest globalnym fenomenem, platform\u0105 kulturow\u0105, technologiczn\u0105 i handlow\u0105, w kt\u00f3r\u0105 zaanga\u017cowanych jest ponad 826 milion\u00f3w ludzi na ca\u0142ym \u015bwiecie – to skok o ponad 90 […]<\/p>\n","protected":false},"author":2,"featured_media":284061,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20213,20214],"tags":[],"class_list":["post-294661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pl","category-formula1-pl"],"acf":[],"contentshake_article_id":"","yoast_head":"\nZaanga\u017cowanie fan\u00f3w w Formule 1: Globalne badanie fan\u00f3w F1 2025<\/title>\n<meta name=\"description\" content=\"Global F1 Fan Survey 2025 na nowo nakre\u015bla profil wsp\u00f3\u0142czesnego kibica. 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