Formula 1 and Motorsport Network have released the 2025 Global F1 Fan Survey, delivering an unparalleled deep-dive into the minds of over 100,000 fans across 186 countries. This once-every-four-years snapshot reveals one clear truth: F1 is transforming—and fast.
From Gen Z to female viewership, from social storytelling to immersive fan experiences, the series is no longer just about the race—it’s about emotional investment, cultural identity, and constant engagement.
Key Takeaways:
- F1’s fanbase is young, female, and always-on
- 3 in 4 new fans are women
- Nearly 50% of Gen Z fans are female
- 61% of all fans engage with F1 daily
- The U.S. is exploding as a growth market
- 70% of Gen Z U.S. fans engage daily
- 73% plan to attend a race in the future
- 37% of U.S. fans have bought official F1 merchandise
- Emotions drive engagement
- 90% of fans are emotionally invested in race outcomes
- 70% of Gen Z fans say F1 represents a desirable identity/status
- Storytelling fuels entry
- Social media and streaming are key fan entry points
- Drama, driver personas, and cultural relevance shape perception
- Sponsorship works
- 76% believe sponsors enhance the sport
- 1 in 3 fans are more likely to purchase from F1 partners
- F1 Academy is gaining real traction
- 42% of female fans follow it
- 37% of Gen Z fans engage with the series
What this survey reveals is more than just fandom—it’s a blueprint for the future of global sports engagement.
- Platform-Agnostic Content Is King
- Short-form video, creator collabs, and exclusive digital access are critical to onboarding new fans.
- Fans Want Community, Not Just Access
- Emotional storytelling, behind-the-scenes narratives, and lifestyle branding are no longer “extras”—they’re essentials.
- U.S. Market Is Commercial Gold
- With rising Gen Z fandom and a content-hungry audience, the U.S. could become F1’s commercial headquarters. Brands should act now.
- Women Are Driving Commercial Relevance
- Sponsorship strategies must shift from “add-on” to “built for her”. Representation matters—on the track and in the brand playbook.
- F1 Academy Signals a Bigger Shift
- Inclusion is not just about equity—it’s about new revenue, fan loyalty, and modern relevance.
Are you a brand, rights holder, or content creator looking to tap into modern fandom?
Let 365247 Consultancy build your strategy for this new era of sports culture. From sponsor alignment and digital activation to fan journey design—we turn insights into ROI.
