Formula 1 has taken a clear direction: it aims to compete with movies, theatre, and major live events. However, only around 1% of fans have ever attended a Grand Prix in person…
Where is Formula 1 heading?
“Previously F1 was a B2B business, now there is an opportunity to transform it into a B2C relationship,” said Stefano Domenicali clearly at the Global Alts event in Miami. Formula 1 is no longer a platform that connects companies with each other (B2B), but is increasingly addressing consumers (B2C): this is the direction Liberty Media is pursuing for the future of its investment.
Supermarkets now sell chocolate bars shaped like a Formula 1 car, while in the United States pasta shaped like F1 wheels is set to hit the market. In toy aisles, building blocks inspired by the cars of Hamilton, Verstappen, and Leclerc are becoming increasingly popular.
It is a clear strategy, confirmed by Domenicali: “We are getting closer and closer to our fans. We are collecting their data to connect with them, to make sure they truly appreciate the sport we are offering and the experience we want to give them.” With modern tools, profiling the ideal target audience for companies investing in F1 is not complex.
A strong focus on younger audiences
To further expand the fan base, the focus is increasingly on younger fans. Domenicali also stated in an interview with Autosport: “It’s not just about KitKat, but also Lego and Disney. We are shifting attention toward younger generations. We are moving toward the consumer side, especially with them, to show and let them experience F1 in places we would never have imagined in our time. We must be relevant for younger generations, making them understand that we can be everywhere.”
It is no coincidence that very young influencers – even minors – connect companies with Gen Z audiences through #ads or #gifted content.
Derek Chang, CEO of Liberty Media, highlighted the transformation: “When we acquired F1, it was run from Bernie Ecclestone’s house in London. Now it is a global organization. It was a somewhat dated and declining brand; we had the vision to transform it into a global entertainment brand as well as a sporting one.”
This expansion changes the competitive landscape: “Our competition is not in the world of sport. Our competition is being relevant in that finger that continuously scrolls on a phone looking for something new. We compete with movies, television, theatre, and live events,” Domenicali emphasized.
In this context, the relationship with social media has been reversed: “We have opened up to this world to interact with new fans and we speak with different tones and language, with different storytelling,” it was noted by both the F1 president and the Liberty Media CEO. “Instead of penalizing drivers for being on social media, we have encouraged them.”
…and TV ratings are soaring
In recent days, journalist Thomas Maher revealed interesting data on both track attendance and television audiences during the first three races of 2026.
According to TV audience measurements for qualifying sessions and races across the top 10 F1 television markets compared to the previous year, Australia recorded a +23% increase, China +30%, and Japan +20%.
In terms of track attendance, Melbourne saw a +4% increase, China +4.5%, and Japan +18%.
Faced with these numbers, Domenicali recently strongly defended the F1 product: “If I look at the surveys from what is happening around the world, the result is magnificent, fantastic. Everyone says: ‘Wow, what is happening?’. There is a lot of action and people appreciate it.”
Does anyone really care about the technical side of F1?
Liberty Media must balance multiple audiences: new fans and long-time enthusiasts, those who love spectacle and glamour, and those who focus on technical detail. It is a truly complex challenge.
Salesforce, F1 partner since 2022 and a cloud computing company, revealed a rather striking statistic on its website: “F1 is younger and more diverse than in the past. Yet, less than 1% of the total fan base will ever attend a Grand Prix. Most fans experience the excitement remotely through touchpoints such as TV, video games, and merchandise.”
Is Formula 1 becoming a more virtual sport than a physical one? More about scrolling than watching at the track? More about overtakes of any kind than automotive engineering expertise?
The 2025 season delivered record numbers: a global fanbase of 827 million people, 6.7 million track attendances, and 2.3 billion social media interactions, making F1 the most followed sports series on the planet.
43% of the audience is under 35 years old, and 42% are women. On TikTok, F1 recorded a +91% increase compared to the previous year, while YouTube grew by +53%.
A natural question arises: how many of these fans will have actually read the detailed regulatory changes introduced ahead of Miami?