The Rise of Formula 1’s Newest Fans: How Gen Z Women are Shaping the Sport
As the engines roar to life on race day, the excitement often begins hours earlier for a growing segment of Formula 1 fans. This surge in enthusiasm is largely driven by social media, where platforms like Instagram and TikTok are flooded with vibrant content. Fans are sharing snapshots of drivers’ stylish paddock outfits, while videos featuring thrilling qualifying highlights set to captivating soundtracks circulate widely. Alongside this, fans engage in lively discussions, dissecting reports from the paddock on platforms such as YouTube and Twitch, or even creating their own content right from the grandstands. This dynamic engagement goes beyond mere sports fandom; it embodies a cultural phenomenon, with young women from Generation Z at its forefront.
The insights provided by the 2025 Global Fan Survey, a collaborative effort between Motorsport Network and Formula 1, shed light on the evolving landscape of F1 fandom. A striking statistic emerges: three out of four new F1 enthusiasts this season are women, with over half identifying as Gen Z. Once perceived as a niche interest dominated by traditional motorsport fans, Formula 1 has now established itself as a vibrant intersection of technology, speed, personality, performance, and pop culture. Notably, this rising demographic does not view the love for intricate strategies, cutting-edge innovation, and engineering marvels as mutually exclusive from the allure of a glamorous, international championship.
The Shift in Fandom
While long-time fans often cite familial ties or childhood traditions as their reasons for following Formula 1, newer fans are drawn to the exhilarating nature of the races and develop a strong admiration for the drivers themselves. Their active choice to engage with the series translates into a heightened willingness to consume content, attend races, and purchase merchandise or brands associated with F1. Capturing the attention of this demographic—young women who significantly influence household purchasing decisions and possess the potential for lasting brand loyalty—is something that Formula 1 could only aspire to two decades ago.
A remarkable 70% of Gen Z respondents in the survey expressed that they view Formula 1 as a symbol of status and image that resonates with them. For these fans, F1 is more than just a racing series; it embodies their identity, values, and social interests. The exclusivity that has long been a hallmark of the sport now carries social clout, with fans eager to share moments from glamorous events like the Monaco Grand Prix. However, fans today are seeking authentic and participatory engagements, highlighting the importance for drivers, teams, sponsors, and content creators to bridge the gap between aspiration and accessibility for sustained success and cultural relevance.
The Power of Content Creation
In the realm of content, a significant number of new fans are not just passive consumers—they are active creators. More than half of the survey respondents regularly share F1-related social media videos. In the United States, 70% of Gen Z participants reported engaging with F1 content on a daily basis. While the on-track action remains central for all fans, younger audiences are forming deeper emotional connections and maintaining a continuous relationship with Formula 1, largely due to the communities cultivated by Gen Z women online. These spaces foster discussions that linger long after the race concludes.
At the core of this modern fandom are the drivers themselves. The appeal of Formula 1 is uniquely defined by a small roster of athletes—only 20 in total. For newcomers discovering the series through platforms like Netflix or social media, this streamlined selection makes it less daunting compared to other sports where fans must familiarize themselves with hundreds or thousands of players. Remarkably, two-thirds of survey participants stated that they feel personally inspired by the drivers, not just in their racing endeavors but as individuals. A decade ago, Lewis Hamilton stood out as one of the few global icons in F1. Today, even the driver ranked 20th has dedicated fan pages, indicating that newer fans are more likely to establish identity-based connections with the series, often citing driver personalities and engaging narratives as key catalysts for their involvement.
A More Inclusive Fandom
Interestingly, despite the fervor surrounding F1, the fandom remains surprisingly non-tribal. Unlike other sports where fans may align exclusively with a single team, Formula 1 fosters a more expansive cultural identity. Fans are not solely defined as Ferrari or McLaren supporters; instead, they embrace the series as a whole. This inclusivity reduces the intimidation factor for newcomers, welcoming them into a community that celebrates the sport collectively.
At its essence, Formula 1 continues to be characterized by performance, innovation, and tradition. However, the ways in which fans connect with the sport have undergone a significant transformation. Modern fandom, especially as influenced by the rising tide of Gen Z women, is not fragmented but rather multifaceted. This emerging demographic is not merely observing from the sidelines; they are co-creating experiences, building communities, and re-envisioning Formula 1 as a space where fashion, lifestyle, and aspiration intertwine seamlessly with racing strategy and speed.
The Future of Formula 1 Fandom
As we look ahead, the impact of Gen Z women on Formula 1 fandom is unmistakable. Their engagement not only enhances the vibrancy of the sport but also reshapes its cultural narrative. The blend of traditional racing elements with contemporary social dynamics offers a unique opportunity for Formula 1 to evolve and adapt, ensuring its relevance in an ever-changing landscape.
In conclusion, the Formula 1 community is witnessing a remarkable transformation, driven by a new generation of fans who bring fresh perspectives and a desire for connection. The sport stands at a crossroads where the convergence of technology, culture, and tradition creates a rich tapestry of experiences for fans. As more women from Generation Z embrace Formula 1, the possibilities for growth, engagement, and innovation will continue to expand, paving the way for a dynamic future in motorsport.
