“Everywhere I Scroll I See F1 Content”: How Social Media Put Formula 1 on The Fast Track

“It’s lights out and away we go” 

If you read that in Crofty’s voice, congratulations, you’ve made it to the crème de la crème of the Formula 1 fandom. 

@pitstop

Did you know why Crofty says lights out and away we go? 👀💡 #f1

♬ original sound – Pitstop

ESPN’s David Croft aka ‘Crofty’ would’ve never envisioned this phrase clipped a million times,  with endless driver/team edits dominating ‘For You’ pages. Once dismissed as an ‘old man’s club,’ F1 has pulled off one of the greatest sports rebrands of all time, evolving into peak entertainment royalty.

But a few years ago, the story was different. Viewership was limited, younger audiences weren’t tuning in, and the sport felt locked behind an exclusive gate ﹘ hyper-restricted, male-dominated, and, thanks to Ferrari’s long reign, a little predictable. The sport seemed stuck in neutral, while the rest of the world looked to ball and racket sports to fill the engagement the motorsport lacked.  

Unlike other sports where fans could relate through personal play, F1’s barriers were sky-high. With its European stronghold and astronomical costs of training, the sport lacked that universal pull, leaving most spectators on the outside looking in.

Pole Position in Pixels: F1 Goes Digital

While social media may not have been a conventional space to discover a sport five years ago, for Formula 1, it was the birth of a new era of a hyper-engaged fan base. Algorithm-driven platforms like YouTube took the lead in driving new fans to the motorsport.

Clips of ‘funny driver press conferences’, team challenges, race highlights, and radio messages helped showcase driver personalities and put a face to the sport. Something the sport was desperately lacking, beyond the champagne ceremonies and a few dominant personalities. 

What followed? A wave of new fans including a female audience, a younger crowd, and an ever-growing North American audience, all previously disengaged from the sport.

F1 CEO Stefano Domenicali revealed that 40% of global F1 fans are now female; that’s an 8% increase since 2017. F1 reporter, Rossana Tennant emphasised that female fans are discerning and drawn to the sport’s complexity, not just the drivers. McLaren CEO Zak Brown noted that the series has successfully attracted a younger North American audience, signaling the global appeal for the sport. 

While Netflix’s docuseries Drive to Survive made the motorsport more discoverable, the real influence came from algorithm-based social channels that may have resulted in the DTS phenomenon. A 2023 BuzzRadar study found that more people discovered Formula 1 through social media (22%) and family (21%) rather than Drive to Survive (14%). 

This is not to say that Drive to Survive didn’t have a moment. While social media algorithms put Formula 1 in front of fresh eyes, Netflix’s Drive to Survive gave those curious onlookers a reason to stay. The docuseries became an on-ramp for new fans, breaking down the sport’s intensity into binge-worthy drama. According to YouGov Sports (2023), 46% of Drive to Survive viewers in the UK are female, with 26% having no prior interest in Formula One. 

From the Paddock to ‘For You’ Pages

After watching their drivers (and the sport itself) explode on social media, teams ditched the usual car stats and pit stop recaps for something fans actually wanted: personality. Suddenly, F1 social media team feeds were packed with trends, chaotic challenges, and behind-the-scenes antics, all perfectly tailored for their growing (and very online) fanbase ﹘ especially the wave of new female viewers.

Drivers soon began to capitalise on their growing popularity through their own ventures. From Lewis Hamilton’s Almave, Alex Albon Athletics to Enchante by Daniel Ricciardo and LEC ice cream by Charles Leclerc, drivers took inspiration from the creator-to-business owner pipeline. 

The New Face of Female-Centric Brands..?

From Lewis Hamilton, the global brand ambassador for Lululemon, to Carlos Sainz, the new ambassador for Loreal, brands are catching on by teaming up with drivers to reach female audiences. To the naked eye, a partnership between male sportsmen and female-centric brands seems out of touch. 

However, Hamilton, long an advocate for gender diversity in motorsport ﹘ adds genuine credibility to Lululemon. His past collaborations with fashion houses, his Met Gala takeover to spotlight underrepresented designers, and his signature paddock-perfect race day outfits make this partnership feel both natural and impactful.

As a genuine changemaker in a traditionally male-dominated arena, the Ferrari driver embodies the progressive values that resonate with Lululemon’s core audience. 

Meanwhile, Williams driver Carlos Sainz aka “Smooth Operator” joins L’Oréal Paris as global ambassador for its hair care collection, taking his place alongside an impressive roster of successful women ambassadors. The partnership feels surprisingly natural: Sainz is famous for emerging from his helmet with immaculate hair that somehow defies the laws of physics. With his gorgeous locks and devoted female following, Sainz represents a savvy acquisition for L’Oréal.

These partnerships signal a shifting landscape where authentic connection trumps traditional gender marketing boundaries, proving that in both racing and branding, sometimes the most unexpected drivers lead to victory.

What’s Next For F1 Social Media?

As fans pour out of the O2 Arena after Formula 1’s first-ever live season launch, their phones buzz with notifications. Teams are already posting behind-the-scenes content from the event. Drivers are sharing their perspectives on social media. Netflix crews have captured it all for next season’s Drive to Survive.

This year was a year of many firsts for the motorsport and this isn’t nearly close to the end of the finish line. Peroni 0% has featured Ferrari’s star-studded driver entourage (Lewis Hamilton and Charles Leclerc) in its new ad, extending the newly throned Ferrari driver an Italian welcome. 

As we watch Formula 1 extend into a brand in real-time, we predict that brands go beyond the traditional driver route and engage engineers, team principles and spotlight the crew that usually stays behind the scenes for the most part. 

We may also see the ‘hypebeast-ification’ of  Formula 1, taking cues from street culture, gaming, and fashion ﹘ similar to how NBA and football clubs have turned into lifestyle brands. Beyond fashion collaborations, we could see F1 having its streetwear collection inspired by race circuits or even capsule lines with Supreme and Off-White to localise fan experiences. 

Moreover, we hope to see F1 Academy get the recognition it deserves, with brands teaming up with female drivers to inspire the next generation of aspiring female drivers to take up the sport professionally. 

Written by: Avanii Thakur

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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