From Personality to Platform: 6 F1 Fan Trends Sports Marketers Can’t Afford to Miss

The 2025 Global F1 Fan Survey is more than a snapshot of motorsport loyalty. It’s a cultural crystal ball for sports marketers and brand strategists alike. With over 100,000 fans across 186 countries weighing in, the data reveals how F1 has transformed from a legacy sport into a lifestyle-led, culturally fluent content machine - and what it means for brands chasing relevance.

Here are six key shifts every sports marketer needs on their radar:

1. F1 Fandom Is Global, Female and Under 35

42% of F1 fans are women. Gen Z now makes up over a quarter of the base, and 74% of new fans are female. This isn’t a blip - it’s the future.

🧠 Why it matters: Representation isn’t a nice-to-have. It’s a strategic imperative. If your brand still speaks to the “traditional fan,” you're missing the fastest-growing audience in sport.

2. Content Is Daily, Cross-Platform, and Creator-First

61% of fans engage with F1 content every day. YouTube, Twitch, TikTok, podcasts, and fan forums are now the beating heart of the ecosystem.

🧠 Why it matters: Content is no longer support - it’s the sport. Think in formats, not feeds. Build storytelling engines that run year-round.

3. Drivers Are the New Front Door

For newer fans, especially Gen Z and women, drivers - not teams - are the emotional hook. 49% of female fans cite a driver as their main reason for watching.

🧠 Why it matters: Your partnership strategy should be talent-led and personality-driven. Fans don’t just follow athletes, they relate to them.

4. Live Experience Is a Loyalty Driver

48% of global fans have attended a race, with 73% of U.S. fans planning to. IRL matters - but it’s digital that drives the intent.

🧠 Why it matters: Think beyond the track. Meet fans in malls, at meetups, in pop-ups and arcades. Cultural access points drive brand salience.

5. Fashion, Lifestyle, and Identity Are Growth Engines

58% of Gen Z fans say style is part of their fandom. From Armani to Dior, Louis Vuitton to Hot Wheels, F1’s fashion and culture game is dialled in.

🧠 Why it matters: Sport x style is the new power play. Branded fashion collabs, limited drops and personality-led merchandising are proving sticky.

6. Sponsorship Still Converts—When It’s Cultural

76% of fans see sponsors positively. 50% of APAC fans and 43% of Gen Z Americans are more likely to buy from F1 sponsors.

🧠 Why it matters: Logo slaps won’t cut it. The ROI lives in relevance. Go deep on human storytelling and cultural alignment to drive emotional equity.

Final Word for Sports Marketers

The F1 ecosystem is proof that fan behaviour is evolving fast - and becoming more personal, participatory and platform-native. This isn’t about watching sport. It’s about living it.

If your brand wants in, the playbook is clear: lead with story, show up in culture, and centre the fan- not the format.