In 2024 we launched a new “Fan Formula" research study, focused on F1 fan culture and behaviours, and how the new generation of F1 fans are reshaping the future of the sport.

For this new cohort, guest passes to Paddock Club or logo covered cars are no longer the best ways to reach or cater to them effectively. With the general cultural convergence shaping their lives, interests, and consumption, sports fandom has merged with fashion, music, art and gaming like never before.

Fan Formula shines a light on what this next generation of F1 enthusiasts want and need, and thus what the next wave of brand activations and sponsorship ideas in F1 should look like.