Louise states, ‘Formula 1 has long been synonymous with premium audiences, backed by luxury, automotive, and B2B brands, like Rolex and Mercedes. Traditionally, its fanbase skewed older and male, but since 2017, under Liberty Media’s ownership, the sport has undergone a cultural shift. F1 is now using entertainment to engage new audiences, such as the F175 car launch at The O2, blending motorsport with music and comedy, and June’s Brad Pitt-led F1 movie.

Netflix’s Drive to Survive has also been a game-changer, fuelling a cultural renaissance that has opened F1 up to a whole new audience. But the sport’s digital-first approach, giving drivers more direct fan access through social media and gaming, has been just as transformative.

There’s also been a clear effort to boost female representation, from engineers and presenters to the F1 Academy. And with around 40% of F1’s fanbase now women, we’re seeing the likes of LVMH’s landmark 10-year deal and Charlotte Tilbury’s sponsorship of the F1 Academy cementing sport as the ultimate runway for luxury and beauty brands.

But it’s not just luxury labels. Mainstream consumer brands—KitKat, Lego, McDonald’s and Hot Wheels—are all getting involved, recognising F1’s power to drive engagement with the next-gen fan. Does this mean F1 is losing its premium sheen? Far from it. Instead, it’s evolving to remain relevant, seamlessly aligning itself with the cultural shifts shaping modern fandom.’