F1’s growing young audience attracts array of consumer brand sponsors

• New Consumer Brand Sponsors: F1 is attracting consumer brands like Kit Kat, Louis Vuitton, McDonald’s, Lego, Mattel’s Hot Wheels, Chipotle, Adidas, and Chivas Regal.

• Increased Attendance: F1 events in 2024 attracted record attendances of 6.5 million.

• Growing Revenue: F1 generated $632 million in sponsorship revenue in the 12 months to the end of Q3 2024, more than double the amount in 2019.

• Changing Fan Demographics: 42% of F1’s 750 million fans are under 35. Female fans have increased to 41% from 37% in 2018.

• Influence of “Drive to Survive”: The Netflix series has significantly boosted F1’s popularity, especially in the US.

• Hollywood’s Role: F1-themed films like “Rush” and an upcoming Brad Pitt film have further raised the sport’s profile.

• Shift in Sponsor Profile:  B2C companies now make up over 63% of team sponsors, up from 55.9% in 2020.

• Increased Sponsorship Value: The average team sponsorship deal is now just above $5 million, almost double the 2019 figure.

• Shorter Deal Length: Average deal length has decreased from 5.2 years in 2019 to 3.2 years.

• F1 Academy: The female driver development league has attracted sponsors like Tommy Hilfiger, Charlotte Tilbury, Puma, American Express, and Red Bull.

• Social Media’s Role: Platforms like TikTok are providing behind-the-scenes content that resonates with younger audiences.

Key Takeaway: F1’s growing popularity, particularly among younger and more diverse audiences, driven by factors like Netflix’s “Drive to Survive,” Hollywood films, and social media, has made it a highly attractive platform for consumer-facing brands, leading to increased sponsorship revenue and a shift in the profile of sponsors.

Main Trend: The Transformation of F1 into a Mainstream Entertainment Platform with Broad Appeal

Description of the Trend: F1 is evolving from a niche motorsport into a global entertainment phenomenon with a diverse and growing fan base, attracting major consumer brands seeking to connect with younger audiences.

Consumer Motivation: Fans are drawn to the excitement of the sport, the personalities of the drivers, the behind-the-scenes stories, and the overall culture surrounding F1, which now extends beyond racing to encompass fashion, music, and celebrity.

What is Driving the Trend:

• “Drive to Survive” Effect: The Netflix series has introduced F1 to a new audience and humanized the sport.

• Hollywood’s Embrace of F1: Films and celebrity involvement have raised F1’s profile in mainstream culture.

• Liberty Media’s Ownership:  The new owners have focused on expanding F1’s reach and appeal, particularly in the US.

• Social Media Engagement: Platforms like TikTok are providing new avenues for fans to connect with the sport and its personalities.

• Increased Accessibility:  More races in North America and a focus on fan engagement have made F1 more accessible.

Motivation Beyond the Trend:  A desire for entertainment, excitement, and connection with a global community, as well as an appreciation for the technological and human achievements in F1.

Who Are the People the Article is Referring To: The article refers to F1 fans (particularly younger and female fans), sponsors (both B2B and B2C), F1 management (Liberty Media), drivers, team owners, and industry experts.

Description of Consumers, Product, or Service the Article is Referring To:

• Consumers:  A growing and diversifying fan base, including younger demographics and a larger percentage of women. They are drawn to the sport’s excitement, personalities, and cultural relevance.

• Product:  Formula 1 racing, including the races themselves, the teams, the drivers, and the associated entertainment and cultural experiences.

• Service:  Streaming services (Netflix), social media platforms (TikTok), and marketing and sponsorship services related to F1.

• Age:  42% of F1’s fan base is under 35 years old.

• F1 has successfully transformed itself into a major entertainment platform with broad appeal.

• “Drive to Survive,” Hollywood films, and social media have played a significant role in this transformation.

• Consumer-facing brands are increasingly recognizing the value of sponsoring F1 to reach younger and more diverse audiences.

• The trend towards shorter sponsorship deals reflects the dynamic nature of the sport and the evolving media landscape.

• Significant opportunities for consumer brands to connect with a large and engaged global audience through F1 sponsorships.

• Need to tailor marketing strategies to resonate with younger demographics and the evolving culture surrounding F1.

• Importance of leveraging social media platforms like TikTok to engage with fans.

• Potential for brands to align themselves with the values of innovation, performance, and excitement associated with F1.

Implications for Society:

• Increased visibility and mainstream acceptance of motorsports.

• Potential for F1 to become a more inclusive and diverse sport.

• Growing influence of entertainment and media on the world of sports.

Implications for Consumers:

• More opportunities to engage with F1 through various media platforms.

• Increased exposure to consumer brands through F1 sponsorships.

• A more diverse and inclusive fan experience.

• Continued growth of F1’s global audience and commercial appeal.

• Further integration of entertainment and media into the sport.

• Increased competition among brands for F1 sponsorships.

• Potential for new technologies and platforms to further transform the fan experience.

Consumer Trend (Detailed):

Consumer Sub-Trends (Detailed):

• Interest in Behind-the-Scenes Content:  Fans are drawn to the personalities and stories behind the sport, as showcased in “Drive to Survive.”

• Engagement on Social Media:  Platforms like TikTok are becoming important channels for fans to connect with F1 and its personalities.

• Appreciation for the Culture of F1: Fans are embracing the fashion, music, and celebrity aspects of the sport.

Big Social Trend (Detailed):

• The Convergence of Sports and Entertainment:  Sports are increasingly becoming integrated with entertainment and popular culture, blurring the lines between traditional athletic competition and broader entertainment experiences.

Local Trend (Detailed): The article highlights the growing popularity of F1 in the US.

Worldwide Social Trend (Detailed):

Name of the Big Trend Implied by Article: F1’s Transformation into a Global Entertainment Powerhouse

Name of Big Social Trend Implied by Article: The Blurring Lines Between Sports, Entertainment, and Lifestyle

Social Drive: A desire for engaging entertainment, connection with global communities, and access to behind-the-scenes stories, fueled by the power of media and social platforms, is driving the transformation of F1 into a broader cultural phenomenon.

Learnings for Companies to Use in 2025:

• F1 offers a valuable platform for reaching young and diverse audiences.

• “Drive to Survive” and other media have significantly expanded F1’s reach and appeal.

• Social media, particularly TikTok, is an important channel for engaging with F1 fans.

• Consumer-facing brands are increasingly recognizing the value of F1 sponsorships.

• The culture surrounding F1, including fashion, music, and celebrity, is an important part of its appeal.

Strategy Recommendations for Companies to Follow in 2025:

• Consider F1 sponsorships:  Explore opportunities to sponsor F1 teams, events, or the F1 Academy to reach a large and engaged audience.

• Target younger demographics:  Develop marketing campaigns that resonate with the values and interests of younger F1 fans.

• Leverage social media:  Utilize platforms like TikTok to create engaging content and connect with fans.

• Embrace the culture of F1:  Align your brand with the fashion, music, and celebrity aspects of the sport.

• Create behind-the-scenes content:  Offer fans a glimpse into the world of F1 through exclusive content and access.

• Partner with F1 teams and drivers:  Collaborate with teams and drivers on marketing campaigns and activations.

• Focus on the US market:  Capitalize on F1’s growing popularity in the US through targeted sponsorships and activations.

• Consider shorter-term deals: Given the current trend, shorter deals may be more beneficial.

Final Sentence (Key Concept) Describing Main Trend from Article: Formula 1’s transformation into a global entertainment powerhouse, fueled by media like “Drive to Survive” and social platforms, has attracted a new wave of consumer brand sponsorships seeking to connect with its young, diverse, and increasingly engaged audience.

What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It:

Brands and companies should capitalize on F1’s Transformation into a Global Entertainment Powerhouse by:

1. Exploring F1 sponsorship opportunities:  Invest in sponsoring F1 teams, events, or the F1 Academy to gain visibility and connect with a large and engaged audience.

2. Developing marketing campaigns tailored to younger demographics:  Create content and messaging that resonates with the values, interests, and media consumption habits of younger F1 fans.

3. Leveraging social media platforms, especially TikTok:  Create engaging, behind-the-scenes content that showcases the personalities, stories, and culture of F1.

4. Aligning with the broader culture of F1:  Embrace the fashion, music, and celebrity aspects of the sport in marketing campaigns and brand activations.

5. Creating exclusive content and experiences:  Offer fans unique opportunities to engage with the sport, such as behind-the-scenes access, meet-and-greets with drivers, or limited-edition merchandise.

6. Partnering with F1 teams and drivers:  Collaborate with teams and drivers on joint marketing campaigns, product endorsements, and fan engagement initiatives.

7. Focusing on the US market:  Capitalize on F1’s growing popularity in the US by investing in targeted sponsorships, activations, and marketing campaigns.

8. Embracing shorter-term sponsorship deals:  Adapt to the trend of shorter deals to maintain flexibility and maximize opportunities in a dynamic market.

Final Note: By implementing these strategies, brands can successfully leverage the Transformation of F1 into a Mainstream Entertainment Platform with Broad Appeal and The Blurring Lines Between Sports, Entertainment, and Lifestyle trends. They can market to consumers who are looking for exciting, engaging, and culturally relevant sports experiences and are interested in connecting with brands that align with their passions and values. They can be a part of the growing global phenomenon that is Formula 1 and reach a vast and increasingly diverse audience.

Regarding statistics about different groups, here are some from the article:

• Young Fans: 42% of F1’s 750 million fan base is under 35 years old.

• Female Fans: The percentage of female fans has increased to roughly 41% from 37% in 2018.

• B2C vs. B2B Sponsors: In 2023, more than 63% of team sponsors were consumer-facing (B2C), up from 55.9% in 2020.