Formula 1's Next Challenge: Converting Attention into Fan Loyalty

In the past, key figures like Bernie Ecclestone dismissed social media as irrelevant to Formula 1's core audience, opting instead to cater to an older demographic with financial power. Today, with an influx of younger fans, this perspective seems outdated.

Liberty Media's acquisition of Formula 1 in 2017 marked a turning point for the sport. At that time, F1 faced declining TV viewership and uncertainty about engaging a new generation of fans. The foundational elements of racing remained, but accessibility and fan engagement were notably lacking.

Liberty adopted a strategy of openness, allowing teams and drivers to express their personalities more freely and promoting the sport beyond the confines of race day. The hit series Drive to Survive epitomized this shift, illustrating how effectively F1 began crafting narratives around its athletes instead of relying solely on the races to generate interest.

Data from 2023 reveals a remarkable demographic transformation: the average age of an F1 fan is now 32, with younger viewers aged 16 to 35 representing 46% of the sport’s audience—a rise from 40% just a year prior. By 2025, F1 projected its global fanbase would hit 827 million, a 63% increase since 2018, with 43% of fans under 35. Social media followers surged from 18.7 million in 2018 to a staggering 114.5 million by the end of 2025.

The Challenge of Retention

Attracting new viewers is just one side of the equation; retaining them poses a different set of challenges. Many newer fans engage with F1 through specific drivers or viral snippets, altering traditional loyalty dynamics. Long-time fans often have allegiances to teams like Ferrari or McLaren, whereas new fans may latch onto a driver like Charles Leclerc or Lando Norris before fully immersing themselves in the team or broader circuit culture.

This shift in allegiance means that loyalty, especially among newer fans, can be fluid. If a driver changes teams or if the season lacks excitement, casual fans may easily turn their attention elsewhere, seeking other forms of entertainment on a Sunday afternoon.

The Need for Continued Engagement

F1's resurgent success comes with caution. Rising ticket prices and concerns from long-term fans about the spectacle overshadowing the racing need to be addressed. Season over season comparisons, particularly as seen with the audience drop for the Japanese Grand Prix in 2026—49% in Spain, 43% in France, and 36% in Austria—highlight a potential loyalty crisis tinged with complexity. Despite these fluctuations, F1 continues to report audience growth in crucial markets like Brazil and China.

Positive indicators also emerge. In F1’s 2025 Global Fan Survey, a striking 94% of participants anticipates continued support for the sport over the next five years. The percentage rises to 97% among Generation Z, signifying a deep-rooted commitment, as 86% of fans reported watching at least 16 races a season. This level of engagement suggests that while there's a risk, there's also ample opportunity for F1 to solidify its fanbase.

Brand Partnerships in a Changing Landscape

Brands associated with Formula 1 must adapt to this evolving landscape. Simply placing a logo on a car is no longer sufficient; brands need to engage fans year-round. Effective sponsorships now involve creating content and experiences that resonate with fans outside of race weekends, particularly as followers develop personal connections with drivers and teams.

Teams have transitioned into multifaceted entertainment organizations, reliant not just on performance but also on cultivating a fan-centric narrative. A driver's social media presence can outperform traditional broadcasting channels, influencing a new generation's perceptions long before they consider attending a race.

F1 has made significant strides toward cultural relevance in recent years, yet this does not guarantee lasting loyalty. The road ahead entails providing compelling reasons for newer fans to maintain their interest, especially as the novelty of shows like Drive to Survive diminishes or when thrilling races are scarce. Successfully navigating these dynamics will ultimately determine whether the current phase of growth translates into a sustainable generational transformation for the sport.

Insight by Andrew Coates, Growth Executive at Engage Digital Partners