Summary
Formula 1 is experiencing a boost in global attention, partly due to increased celebrity presence at events and the popularity of the Netflix series "Drive to Survive." Since the sport's management changed hands to Liberty Media in 2017, digital strategies and new marketing efforts have attracted younger fans. Celebrities and the drama surrounding drivers' personal lives have added to the sport's entertainment appeal.
Key Facts
- Formula 1's global profile has risen, attracting more celebrity guests and a younger audience.
- The Netflix series "Drive to Survive" has increased interest in the sport, with recent seasons watched by millions.
- Liberty Media bought Formula 1 in 2017 for $4.4 billion and focused on modernizing the sport with digital media.
- Since 2018, the number of F1 fans under age 35 has increased by 30%.
- The paddock area at races has become a space where celebrities make notable appearances.
- Celebrities like Beyoncé, Jay-Z, and Timothée Chalamet have attended recent races, highlighting F1's appeal.
- The presence of high-profile stars and partners of drivers is featured in the latest season of the Netflix series.
- Formula 1 no longer uses "grid girls" and instead commissions shows to attract new fans.
