The Global Fan Survey 2025, created by Motorsport Network in collaboration with Formula 1, shows how influential female fans are for the future of the sport
When the lights go out on Sunday, the action has already been underway for hours for many Formula 1 fans. On Instagram, they share the drivers’ outfits as they walk into the paddock, on TikTok, highlight clips from qualifying are circulating with dramatic music, and on YouTube and Twitch, journalists’ reports are analyzed—or their own content is produced live from the spectator’s perspective. This is no longer classic sports fandom, but a cultural movement. And at the center of it are women of Generation Z.
The Global Fan Survey 2025 provides insightful findings on the role young people play in the growth of Formula 1. Three out of four new fans this year are women, and more than half belong to Gen Z. What used to attract mainly motorsport traditionalists is now a melting pot of technology, speed, personality, performance, and pop culture.
And the key thing is that the new target group sees no contradiction in being enthusiastic about strategy, innovation, and engineering while also appreciating the aesthetics of a luxurious, global sport.
Women are often loyal customers
While long-time fans often cite family roots or childhood memories as the source of their passion, new fans primarily mention the excitement of the races – and their emotional connection to the drivers. Precisely because they have actively chosen Formula 1, they are more motivated to consume content, attend races live, and buy merchandise or partner products.
Young women with influence over household purchasing decisions and high brand loyalty – a target group that Formula 1 could hardly have dreamed of 20 years ago.
70 percent of Gen Z respondents said that Formula 1 represents an image or status that appeals to them. For them, the premier class reflects values, identity, and social interests: it’s not just about what Formula 1 is, but what it stands for. Exclusivity has always been part of the DNA of the premier class—today, it’s social status to post a photo of yourself on a yacht at the Monaco Grand Prix.
They’re joining in
But many fans are looking for genuine participation: teams, drivers, sponsors, and content creators must therefore strike a balance between lifestyle dreams and real accessibility in order to remain culturally relevant in the long term.
Because many new fans don’t just want to consume content—they want to create it themselves. More than half of those surveyed regularly share Formula 1 videos on social media. In the US, 70 percent of Gen Z participants said they interact with F1 content on a daily basis.
The racing action remains the core, but young people have a deeper, more emotional and lasting relationship with Formula 1 thanks to digital communities, many of which were built by Gen Z women, where the discussion goes far beyond the checkered flag.
Drivers in focus
At the heart of this modern fan culture are the drivers. And that is precisely what sets it apart: anyone who discovers F1 through a Netflix series or social media is in luck – because they only have to get to know 20 athletes. This makes it much easier to get started than in sports with hundreds or even thousands of players.
Two-thirds of those surveyed said they felt personally inspired by the drivers – not just athletically, but also as people. Ten years ago, Lewis Hamilton was an exception as a global icon. Today, even the drivers at the bottom of the World Championship table have their own fan pages. Fans therefore identify more with personalities and storylines, which increases their emotional attachment.
Despite all this passion, the Formula 1 fan community remains remarkably non-tribal. Unlike many sports, where you clearly choose one team and against all others, F1 offers a broader cultural identity. You’re not just a Ferrari or McLaren fan – you’re part of an entire sport. This openness removes the barrier to entry for new fans.
Help shape the future instead of just watching
Formula 1 remains at its core a sport that thrives on performance, innovation, and tradition – but the way fans connect with it has changed. Modern fan culture – particularly influenced by Gen Z women – is not fragmented, but multi-layered.
This new generation isn’t standing on the sidelines – it’s helping to shape the sport, building communities and redefining the premier class as a place where fashion, lifestyle and dreams are just as much a part of the game as strategy and speed.
