F1 new wave fandom

Gen Z and women are fueling F1’s fan base. According to a 2025 study by Formula 1 and Motorsport Network, three of four fans of the sport are female. 70% of gen Zers engage with F1 content daily, and 39% of gen Z and 41% of surveyed women say they’re more likely to consider an F1 sponsored product according to the study released in early July. New fans are pushing the evolution of the sport’s audience at highspeed: most are newer to the sport and skew younger, and nearly half are gen Z. “The sport is embedded in culture now, via streaming, storytelling, and social media, and that’s helping more people connect,” Stefano Domenicali, President & CEO of Formula 1, said on the company’s platform.

WEB Lola Lovinfosse F1 Academy driver for Charlotte Tilbury

WEB Charlotte Tilbury and Susie Wolff announce F1 Academy partnership image 1

1. Lola Lovinfosse, F1 Academy driver for Charlotte Tilbury
2. Charlotte Tilbury partnership
3. Charlotte Tilbury and Susie Wolff announce F1 Academy partnership

Learning about the sport and its athletes is becoming increasingly accessible on networks that gen Z and women can easily access. On Netflix, the docuseries “F1: The Academy” released on May 28, 2025, follows 15 young female drivers competing, with the hope to be the next woman on the F1 grid. With 7 episodes, the docuseries is credited with bringing valuable and increased attention to the sport.

A fast-growing female fan base introduces new paralleled interests and brand alliances to the sport. This July, Aston Martin made its signature green color a nail-art sensation with the nail brand Glaize. “At Glaize, we believe self-expression should be celebrated in every space, including motorsport,” Gina Farran, co-founder and CEO of Glaize, tells VML Intelligence. “Our collaboration with the Aston Martin Aramco Formula One Team to create the Racing Green nail gels is more than a crossover between beauty and sport. It represents how Formula 1 is becoming more inclusive and reflective of its expanding fan base, particularly among women and younger audiences.”

Charlotte Tilbury has been an official partner of F1 ACADEMY since 2024, the high-profile makeup brand’s first sports alliance. Elemis, a popular global skincare brand, partnered with Aston Martin Aramco to “celebrate Formula One’s evolving fanbase” according to Aston Martin’s website, and appointed F1 Academy Leader Jessica Hawkins as the brand ambassador. Viral hydration brand Liquid I.V. hosted an activation at Formula 1 Miami Grand Prix for the second time this May, and fashion house Rochas aligned with Formula 1 as part of their Rochas Audace fragrance launch this spring.

Last August, F1 announced a groundbreaking collaboration with the transformative media company The Female Quotient (FQ), who branded the Wild Card entry for Round 4 of the F1 Academy Season. The two brands also launched the Equality Lounge in Singapore last September, all of which aligns with F1 and FQ’s “shared mission to ignite change and drive meaningful conversations about equality,” Formula 1 said in an Instagram announcement of the collaboration.

More young people and women are finding their place in the [F1] community, not just as spectators but as passionate, style-savvy fans.

Gina Farran

Co-founder and CEO, Glaize

Formula 1 sponsorship is projected to reach $2.9 billion in 2025, an increase of 10% year over year, according to Ampere Analysis. In addition to the female-driven brand partnerships, these sponsorships are driven strongly by tech and cryptocurrency brands, according to the report. Farran explains that Formula 1 “has become more accessible and more emotionally connected to its fans through digital content, storytelling and collaborations that bridge lifestyle and racing. As a result, more young people and women are finding their place in the community, not just as spectators but as passionate, style-savvy fans.” Equal and diverse fan bases have opened the doors to new potential partnerships for Formula 1, and other sport conglomerates and companies should take note.

Main image: Charlotte Tilbury announce F1 Academy partnership