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While American sports fans are currently gripped by the NBA and NHL finals, midseason baseball, and the momentum of the WNBA, another global sport is quietly building one of the most valuable and dynamic fanbases in the U.S.—Formula 1.
The recent Montreal Grand Prix wrapped up with roaring engines and global attention, and CivicScience’s latest data suggest that F1’s foothold in the American market is not only real—but ripe with commercial potential.
One in Four U.S. Adults Follow F1 – And It’s Not Just Casual Viewing
According to CivicScience, 25% of U.S. adults follow Formula 1 at least somewhat closely. That figure represents a sizable and, more importantly, commercially distinct segment of American consumers.
The Formula 1 Fan Demographic:
- Heavily represented by Gen Z (18–29) and Millennials (30–44)
- Middle-income households ($50K–$100K annual income)
- Geographic hotspots: Midwest and Southern U.S.
Even more interesting—77% of fans say their interest isn’t anchored in a single team or driver. This opens up a broader narrative and content window for brands to insert themselves into F1 culture, rather than limiting activation to just ambassador-led strategies.
Consumer Behavior That Sets F1 Fans Apart
CivicScience’s data paints a compelling picture of the F1 fan as a valuable commercial cohort:
- Auto insurance churn risk:
54% of insured F1 fans say they’re likely to switch providers in the next 90 days—3x more likely than non-F1 fans. A clear signal for insurers, brokers, and comparison platforms to step in. - Streaming and storytelling power:
Netflix’s Drive to Survive is a textbook example of how long-form content can drive new audiences.
42% of Americans who watched a behind-the-scenes sports docuseries about a sport they don’t typically followsay it converted them into viewers.This is higher among women and younger demographics, showing how content is reshaping the path to fan acquisition. - Consumer confidence and spending power:
Despite broader economic volatility, F1 fans are 3x more likely to say their spending has been above average in the past week.
What This Means for Brands and Rights Holders
F1 fans are:
- Young and digitally native
- Stream-first viewers, often outside traditional TV ecosystems
- Willing to switch services and try new products
- Comfortable spending and engaging with premium experiences
- Emotionally invested in stories, not just outcomes
In a volatile, fragmented market, these traits make the F1 audience one of the most promising beachheads for B2C, D2C, and experience-led brands.
At 365247 Media, we believe Formula 1 is no longer niche in the U.S.—it’s a maturing property with luxury-adjacent brand values, high digital leverage, and powerful crossover potential.
If you’re a:
- Brand looking to capture younger consumers
- Rights holder exploring digital-first activations
- Sponsor seeking more culturally fluid, globally resonant partnerships
…then F1 should be on your radar.
As a sports consultancy, 365247 Media can:
- Craft F1 market entry blueprints for brands
- Design integrated sponsorship campaigns around key races
- Build digital strategies tied to fan storytelling and data insights
- Develop crossover content plays for athletes, teams, and sponsors
- Conduct custom market research to align your offering with fan behavior
Let’s drive your brand forward.
Schedule your introductory call here.
Join the 365247 Community here.
Article source: CivicScience, June 2025
IMAGE: F1
