By the time the lights go out on race day, Formula 1 action is already in full swing on social media platforms like Instagram and TikTok. F1 fans are sharing photos, creating edits, and engaging with drivers’ content long before the race begins. The 2025 Global Fan Survey reveals that three out of four new F1 fans are women, mostly from the Gen Z demographic, representing a shift in the sport’s traditional fan base. These younger fans are drawn to F1 for its blend of technology, speed, personality, and pop culture, seeing no divide between appreciating the sport’s technical aspects and its glamour.
While personal connections and tradition still play a role for longtime fans, newer followers are captivated by the excitement of the races and the allure of the drivers. This growing demographic of young women holds significant purchasing power and brand loyalty potential, offering F1 new opportunities for engagement and revenue. For many Gen Z respondents, F1 symbolizes status and values that resonate with them, extending beyond the sport itself to encompass identity and social interests. As fans seek authentic ways to engage with F1, bridging the gap between aspiration and access becomes essential for sustaining long-term success and staying culturally relevant.