How women and Generation Z are transforming Formula 1 viewership and attracting sponsors. Women and Generation Z are transforming Formula 1 fandom and have become key targets for sponsors.

An insightful analysis of the Formula 1 audience conducted by Liberty Media in collaboration with Motorsport Network reveals how women and Generation Z fans are reshaping the sport’s fanbase and attracting sponsorship focus.

The Comprehensive Survey
Every four years, Formula 1 and Motorsport Network conduct a large-scale survey aimed at measuring the pulse of the most passionate F1 fans worldwide. This is not a random sample but rather a group of engaged and voluntary participants, making the survey representative of today’s F1 fan landscape, though not the entire fanbase.

The survey gathered responses from 100,000 fans across 185 countries, with the majority coming from Europe (49%) and the Americas (26%). The average age of respondents was 37.4 years—dropping to 30.1 years among women and rising to 43.2 years among men. The increase in female fans is significant, growing from 18% in 2021 to 25% now. Remarkably, within Generation Z (those born between 1997 and 2012), half of the fans are women.

Emerging Fans vs. Longtime Enthusiasts
The analysis reveals two distinct fan profiles: longtime enthusiasts who tend to be older, male, and primarily European, and emerging fans who are younger women under 35 from markets such as the United States, India, and Southeast Asia.

Women and Generation Z are driving a new way of experiencing and perceiving Formula 1, representing the fastest-growing segments of the audience over the past five years. For half of these fans, drivers are the primary reason for following the sport, and nearly 90% get their updates mainly through social media.

Longtime fans, on the other hand, are more attracted by technology and innovation and have followed Formula 1 since childhood, without tying their interest to specific drivers. Their main sources of information are websites and in-depth articles (80%).

This duality is shaping editorial content tailored to different audiences: short, fast-paced content for new fans driven by social media and streaming platforms, and more traditional, in-depth formats for seasoned enthusiasts—the latter being the audience this article addresses.

Family and friends remain the main gateway to Formula 1 fandom (39%), while television accounts for 24% overall, rising to 45% among older fans. The popular Netflix series Drive to Survive influences 12% of fans overall, increasing to 16% among those who have followed the sport for less than five years.

Younger fans are drawn to storytelling and the personalities of the drivers. Local heroes further boost engagement: 78% of all respondents said their interest would increase if a local driver competed.

From Fans to Customers in No Time
In this scenario, sponsors—over 300 in Formula 1—are eagerly targeting these lucrative audience segments. Women and Generation Z fans are more likely to purchase F1-related products. While 33% of all respondents consider themselves potential customers, this rises to 40% among Generation Z.

In practice, 26% of fans worldwide have bought team or driver merchandise, jumping to 39% among women and 38% among Generation Z, already labeled a “high-conversion audience.” The United States and Japan lead as the main markets driving these sales.

It’s no coincidence many drivers are partnering with fashion brands: 58% of women and Generation Z fans cite fashion and style among their top interests, whereas 80% of older fans feel fashion has little to do with their passion for Formula 1.

Women and Generation Z are also the ideal target audience for the F1 Academy, reflected clearly in the numbers. While 23% of all F1 fans surveyed also follow the female racing series, this percentage jumps to 42% among women, 37% among Generation Z, and 36% among general new fans.

Focusing on fans as customers, the Asia-Pacific segment shows remarkable purchasing intent, with 50% expressing strong willingness to buy Formula 1-sponsored products. The analysis highlights F1’s plans to tailor marketing strategies to this audience, similar to efforts in the United States.

Loyalty Looks Strong
Good news comes from fan retention data: 94% of respondents believe they will still be following Formula 1 in five years, increasing to 95% among American fans and 97% among Generation Z.