Although Formula 1 (F1) has always had a fanbase, its popularity has really surged in recent years.
Once a niche motorsport, it's now more of a cultural phenomenon. Between 2019 and 2023, attendance at races increased by 37% - and that's not even including those who choose to watch at home or on live streams. There are many reasons why the fanbase for F1 has grown, and we'll discuss some of them in this article.
The Role of the Media in Fan Engagement
One of the biggest reasons for F1's popularity growth is the media. In 2019, Netflix released the docuseries Drive to Survive, which followed the FIA Formula One World Championship across multiple seasons. It was highly rated and so far there have been six seasons, with a seventh expected around spring 2025. The show had several award nominations, including for Best Sound and Outstanding Achievement in Sound Mixing.
There have also been several other mainstream pieces of media showcasing F1 history over the last few years. A biographical drama based on the life and tragic death of Ayrton Senna was released in 2024, and a BBC documentary called Brawn was aired at the end of 2024. An upcoming Formula One film by the director of Top Gun Maverick is in the works, starring Brad Pitt, which will likely look to be a big hit this summer. Racing names and stories being more in the public eye like this tends to help grow its global fanbase.
Social media has also helped increase fan engagement as teams and drivers have all used platforms like X, TikTok, and Instagram to connect with fans. They've shared everything from race-day moments right down to light-hearted memes and glimpses into their life off the track. With this digital strategy, they've managed to connect with a different, wider audience and have broadened the appeal of F1.
Technological Advancements and Accessibility
Technology has also helped grow the F1 fanbase. Live-streaming has made the sport even more accessible, whether this is on platforms like F1 TV, the F1 mobile app, or even platforms like Betway where you can bet on the race's outcome. Other advancements like graphics during broadcasts help audiences consume the sport with information like
- Lap-time comparisons
- Tire degradation stats
- Dynamic leaderboards
This helps viewers feel more a part of the race and aids their understanding, while multi-angle onboard cameras and 360-views help fans to feel really immersed in the action.
Global Expansion of the Calendar
Another reason for the fanbase growth is due to the sport expanding into new markets, with a race calendar that's become more diverse. There have been events added in North America, Asia, and the Middle East, so there are now fresh audiences, more global excitement, and less 'fomo' for international fans.
The Miami Grand Prix was introduced in 2022 and the Las Vegas Grand Prix started again in 2023. Both of these attracted widespread attention, and the events were more like festivals - with concerts, celebrity appearances, and more. The inaugural Miami Grand Prix saw an average of 2.6 million U.S. viewers tune in, which was the largest audience for a live F1 race on American TV.
Appealing to a Younger, Diverse Audience
With esports becoming more and more popular, the F1 Esports Series has led many to also take an interest in the real sport. There have been collaborations with content creators and influencers on YouTube and TikTok, which have encouraged the younger generation to enjoy Formula 1.
The campaign #WeRaceAsOne has also shown F1 is committed to inclusivity, and younger audiences (those more likely to value representation and equity) have come forward as fans more and more.
Sustainable Practices and Ethical Appeals in New F1
Naturally and historically, Formula 1 has been seen as adding to carbon emissions. However, a major milestone has been hit - the sport has pledged to achieve carbon neutrality within the next five years. This means transitioning to sustainable fuel, reducing emissions (including from logistics), and using green energy at race venues. This pledge (and hopefully, the successful outcome of it) has shown people that the sport is determined to move away from its image of a high-emission sport.
Technological advancements are also helping the sustainability efforts, with hybrid engines and synthetic fuels becoming possible.
Conclusion - How has Formula 1 Succeeded in Growing its Fanbase?
What was once seen as more of a niche motorsport is now more widely seen as regular entertainment. This is largely down to the sport's forward-thinking approaches and adaptability to the changing times. There have been great media partnerships, additions to create a more diverse racing calendar, and improvements to sustainability and inclusivity, which have all influenced people to become more involved and interested in following F1.
As F1 continues to innovate - both on and off the track - we can expect the fanbase to continue growing for years to come, and for drivers to have more time in the spotlight and public eye thanks to social media and other technologies.
