The rapid influx of new brands into Formula 1 is often attributed to the sport’s global visibility, media rights growth or expansion into new markets. In reality, the primary driver behind this commercial acceleration is the measurable economic strength of its audience. The value of F1 fans lies not simply in their size, but in who they are, how they engage and how that engagement translates into commercial outcomes.
Brands are not entering Formula 1 simply to be seen. They are entering because of the purchasing behaviour, emotional investment and long term loyalty of its global fanbase.
© Glenn Dunbar/LAT Images
Formula 1’s audience profile has undergone a structural shift over the past five years, making it significantly more attractive to brands seeking long term consumer relevance.
Today, 43% of Formula 1 fans are under the age of 35, with 97% of Gen Z fans expecting to remain engaged with the sport over time. This is further reinforced by the fact that 94% of the overall fanbase intends to continue following Formula 1 in five years, rising to 96% among newer fans.
In commercial terms, this represents not just reach, but sustained future exposure across an audience entering its peak earning and consumption years.
Formula 1’s growth has also been driven by a meaningful diversification of its audience composition.
74% of new fans entering the sport are female, contributing to a global fanbase that is now 42% female overall. This shift significantly expands the range of industries for which Formula 1 represents a viable sponsorship platform, moving beyond traditionally male skewing sectors into consumer technology, financial services, personal care and lifestyle products.
© Clive Rose/Getty Images/ Red Bull Content Pool
Beyond demographic composition, fan behaviour within the Formula 1 ecosystem indicates unusually high levels of sustained engagement.
61% of fans interact with Formula 1 content on a daily basis, while 73% report watching more than 20 races per season. This is accompanied by strong affective engagement, with 90% of fans stating that they feel emotionally invested in race outcomes.
Such levels of habitual interaction and emotional attachment create an environment in which sponsor messaging benefits from repeated exposure within a trusted and personally relevant context.
Crucially, this engagement translates into measurable purchasing behaviour.
Up to 39% of Gen Z, female and US based fans report making purchases influenced by Formula 1 related exposure, while one in three fans indicates that they are more likely to consider products associated with championship sponsors. 26% of the fanbase has already purchased team or driver merchandise, and 76% state that sponsorship within Formula 1 positively impacts their perception of a brand.
© Mark Thompson/Getty Images/Red Bull Content Pool
The increasing presence of non endemic brands within Formula 1 is not simply a function of the sport’s expanding media footprint.
It reflects a recognition that the value of F1 fans represents a commercially attractive audience defined by youth, diversity, daily engagement and long term loyalty, capable of influencing brand consideration and purchase intent at scale.
*Data from the 2025 Global F1 Fan Survey
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