Formula 1 is experiencing a powerful resurgence — not just as a motorsport, but as a global entertainment phenomenon.
Thanks to Netflix’s hit series Drive to Survive, the sport has transformed into a cultural spectacle blending elite racing, high fashion, and A-list celebrity influence.
Since Liberty Media acquired Formula 1 in 2017, the sport has aggressively modernised its digital presence, marketing strategy, and fan engagement.
The result? A younger, more diverse global audience. Recent figures show 43% of fans are now under 35, while women make up 42% of the fanbase — marking a significant demographic shift.
Drive to Survive and the Gen Z Effect
Drive to Survive opened the paddock doors to fans worldwide, showcasing the drama, rivalries, and personalities behind the wheel.
The intense 2021 title battle between Max Verstappen and Lewis Hamilton — decided on the final lap in Abu Dhabi — became a defining moment that captured global headlines and drew millions of new viewers.
The series has also elevated drivers into lifestyle icons. Hamilton, in particular, has reshaped the paddock’s image with bold fashion choices and celebrity friendships, bridging motorsport and pop culture.
A-List Celebrities Fueling F1’s Popularity
Today’s race weekends resemble Hollywood premieres. Stars like Kim Kardashian, Beyoncé, Jay-Z, Timothée Chalamet, and BLACKPINK members have been spotted trackside, boosting F1’s cultural relevance.
Celebrity presence is more than spectacle — it’s strategic growth. Even a fraction of Kardashian’s 400+ million followers discovering Formula 1 can dramatically expand the sport’s reach, particularly in the United States, where fan numbers continue to rise.
Women, Fashion and the Changing Face of F1
The rise of female-focused initiatives like F1 Academy and greater representation of drivers’ partners and influencers have made Formula 1 more inclusive. The paddock now blends performance with personality, sport with style.
As the 2026 season approaches, Formula 1 stands firmly in its new golden age — where speed, celebrity culture, social media influence, and sporting drama combine to drive unprecedented global growth.
