How Are New Fans Changing F1? (2025 Fan Survey Results – Part 2) | EP 73

In this episode, we continue breaking down the 2025 global Formula 1 fan survey — and this time, we’re looking at how newer fans are reshaping the sport off the track. From sponsorships to spending power, we dive into what’s driving the business side of F1 and how fan culture is evolving with a fresh audience.

We talk about luxury brands entering the paddock, how younger fans engage with merch differently, and why companies are betting big on F1’s crossover with fashion and pop culture.
F1 isn’t just changing on the grid — it’s changing in the stands, too.

Let’s talk about it.

Watch full episodes (including this one) on YouTube.

Submit your “Why Were You Yelling?” story to be read on the podcast! Send us an email at [e-mail] and tell us all about it!

Why Are You Yelling? is a podcast for people who get a little too loud about the things that matter and the things that don’t. Join Anna and Jessica every episode as they talk pop culture, current events, and more.

Follow @WAYYpod on YouTube, TikTok, Instagram, X / Twitter, and Facebook.

Episode Transcript

Speaker 1 (00:01):
Let's talk about Hitler.

Speaker 2 (00:03):
That'll make sense later.

Speaker 1 (00:04):
I'm immaculately conceived.

Speaker 2 (00:05):
I don't know what to do.

Speaker 1 (00:06):
I swear I'm not stupid.

Speaker 2 (00:07):
Take it or lead that. Sometimes you just want to
leave it.

Speaker 1 (00:10):
So I got to bar my mom's underwear. I'm bar
wing or underwear.

Speaker 2 (00:13):
You just yeahs to jar jar bats. I'm not gonna
edit it out.

Speaker 1 (00:18):
No, No, I don't know.

Speaker 2 (00:19):
Like I th I got.

Speaker 1 (00:19):
It's pretty great suck. Why are you saying with a
question mark clap bitch? All right?

Speaker 2 (00:26):
Three?

Speaker 1 (00:26):
Two? What?

Speaker 2 (00:29):
Actually?

Speaker 1 (00:34):
And we're live. I'm Anna and I'm Jessica, And this
is why are you yelling? Welcome back to another episode.
Still on summer break.

Speaker 2 (00:41):
Yeah, we're still here. We are finishing up our fans survey.

Speaker 1 (00:44):
Yeah, this is part two. If you haven't seen part
one yet, I highly recommend you go do that. We
are going through F one's fan survey they conduct every
four years. They release the statistics basically to get a
gauge on where we're at with the sport in terms
of fan engagement and participation and the demographics and all
that jazz. And it's just an interesting look at where

(01:07):
the sport is headed, where it's at currently and where
it's headed in terms of fans. Yeah, and so it's
the document they put out is about one hundred pages.
We got through half of it in the first episode
or part one, so this is part two.

Speaker 2 (01:20):
Yea.

Speaker 1 (01:21):
So we'll pick up right where we left off. So
this is chapter five.

Speaker 2 (01:25):
That.

Speaker 1 (01:26):
Yeah. F one Academy. So for those who don't know,
F one Academy is the female only racing league. It's
a supporter or feeder series for F one. It's on
the It would be the equivalent of like the F
four like more regional series across the world. And again

(01:46):
it's female only, and there's a Netflix docu series about
it called F on the Academy. If you haven't seen
the series, high they recommend you go watch it. And
if you haven't watched it or need to be convinced
to watch it, you can go watch our review about
F one the Academy, which is coming out after this. Yep,
you'll see it after this episode, so subscribe and then

(02:07):
you'll see it in a couple days after.

Speaker 2 (02:08):
And if you ever, if you need any race reviews
just to see if you're into it. We have been
covering that season as well. As long as along with
Formula one episodes. So we have been covering it and
we highly recommend.

Speaker 1 (02:19):
Yeah, so going into the Fancer rafair Efron Academy F
one Academy signals a new kind of growth. One standout
in twenty twenty five is the rapid rise of F
one Academy, the all female series back by F one
teams and sponsors. Twenty three of respondents say they now
follow F one Academy, nearly double the figure for W

(02:40):
Series in twenty twenty one, which was W series, a
women's I think racing series.

Speaker 2 (02:45):
I think, yeah, I think. I think F one Academy
kind of like is the revival of Goddess. I think
that's what it is.

Speaker 1 (02:52):
Among female fans, it jumped The percentage jumps to forty
two percent following F one Academy, making it their second
most follow series behind F one itself.

Speaker 2 (03:01):
Yeah, I would agree with that. I mean, I've especially
this season. I mean I've watched like every single thing,
and now we're covering it along with F one, So
I mean, yeah, it's definitely the second most thing I watch.

Speaker 1 (03:12):
Emerging fans are fueling momentum. Thirty seven percent of gen
Z and thirty six percent of newer fans are kind
of the ones supporting and watching and following F one Academy,
which if you haven't seen part one or you just
need a refresher. In the terms of this survey, newer
fans mean means people who respond to the survey who
have been watching or following Formula one for five years

(03:33):
or less, and then we'll use the term legacy fans
as well. Legacy fans are fans who have been following
F one for six or more years. So the early
successive F one Academy proves that when visibility and narrative
depth are prioritized inclusive motor sport, storytelling finds eager audiences,
especially among fans looking for representation and connection.

Speaker 2 (03:55):
Yeah, I think it's been especially like just with all
the content they've been I mean that kind of goes
to trend. The more content you put out, the more
hungry people are. And you know, if you can't find
something for F one because you've somehow consumed that all
you know, you now have F one Academy that's just
putting out that mean, they go live on YouTube now,
they're putting so much stuff out on there. They're really

(04:15):
promoting it. So it makes sense that, especially like with
this social engagement that the newer fans seem to have,
that that would kind of just bleed over.

Speaker 1 (04:25):
The F one Academy Netflix series spotlights rising female talent,
driving diversity and fan engagement through binge worthy storytelling. Continued
investment in properties like this can help sustain momentum, and
why didn't appeal? Yeah, which, we're all let's go Netflix
season two, Come on, we're ready announce it. Yeah, because
my girl Chloe Chambers is kind of somehow she's gonna

(04:45):
be the champion and I need you to document it
so I can watch it next year. Moving on, that
was a very brief character.

Speaker 2 (04:49):
Yeah, they're like F one Academy next.

Speaker 1 (04:51):
Yeah. So Chapter six Culture Lifestyle and Identity. The cultural
forces driving the evolution of F one fandom. Formula one
fandom is evolving into something more expansive and more personal.
Fans are no longer just tuning in to watch the racing.
They're using the sport to reflect identity, values, and cultural interests.
For newer surveyed fans, especially women gen Z audiences. In

(05:12):
those outside Europe, Formula one is as much a cultural
canvas as a competitive arena. It's where lifestyle, fashion, status,
and inspiration intersect. While speed and performance remain part of
the DNA, fans are broadening the narrative they follow f one,
not just for what it is before what it represents.
This next sort of section explores how fandom is being
shaped from the outside in how personal storytelling, social identity,

(05:34):
and cultural residents are now central to how fans experience
and connect with the sport. Yeah so, uh, I mean, yeah,
I agree that it's not only about the racing now.
I mean a large part of the fun aspect of
Formula one is like the fashion. I know we've talked
about it previously, but like I want to see what
they rock up to the Paddiican on Thursdays, Like I
like seeing Lewis's outfits especially, but everybody, you know, that's

(05:58):
a big part, and not just the drivers themselves, but
the wags, the wives and girlfriends, the partners showing up.
I mean, that's a huge part of growing the sport
in terms of the lifestyle and cultural aspect of it.
I mean, I think that anyone who knows of or
follows Formula one is well aware that it is sort
of a bougie sport to follow in terms of it's

(06:19):
expensive to get into, it's expensive to attend, it's expensive
to buy merch for, it's expensive to support in general
as a fan. But and that is reflected I think
in their brand partnerships too. Yeah. Yeah, but it's it's
a it's a sport of aspiration.

Speaker 2 (06:36):
Yeah yeah, I would agree.

Speaker 1 (06:38):
Yeah, I aspire to dress like these people and yeah,
and live that life style. But F one's core identity
still resonates so across all segments, regardless of age, gender, geography,
or tenure. Surveyed fans associate Formula one with excellence and
performance and innovation.

Speaker 2 (06:57):
Yeah.

Speaker 1 (06:57):
So, seventy one percent of fans say high performance and
precision and are defining attributes of the sport. Sixty two
percent site innovation and technology essential to F One's identity,
these remaining the top two associations across fan types, underscoring
that while culture, lifestyle and storytelling are gaining traction, especially
among newer fans, the technical mastery of the sport remains foundational.

Speaker 2 (07:17):
Yeah yeah, I think that makes sense. I'm like, it's
that's what makes it exciting. Everything else is kind of
just an added bonus to be entertained while you're waiting
for the main event.

Speaker 1 (07:26):
Yeah, I agree. Yeah, even like if you think about
the and this is maybe more so in the US,
at the US races than other races, there's a lot
more going around going on surrounding the race itself. So
especially you know, we've got Miami Austin and Las Vegas.
Miami and Las Vegas especially being the two newest additions

(07:49):
to the calendar and the two newest additions to races
in our country. They are all in on creating an
incredible live fan experience outside of just the race on Sunday.

Speaker 2 (08:01):
It's also like the two party hubs.

Speaker 1 (08:03):
Yeah. Yeah, so they're like we're bringing in all the food,
all the entertainment. We've got live performances from these like
really famous artists. We've got our installations, we've got like
museums popping up, and there's just so much a lot
for people to do and cultivating this Like it's just
a vibe, it's an atmosphere.

Speaker 2 (08:21):
Yeah, I mean, I mean Formula one is just built
that way too. I Mean it's not like it's just
race day. You've got practice practice too. I Mean it
took a three day event, and even when it was
during a sprint weekend. I mean you're pretty much looking
at a three four day weekend just to watch the
Formula One race on Sunday.

Speaker 1 (08:36):
And in between waiting for them to be on track.

Speaker 2 (08:38):
You got to get something, yeah, something unless you have,
unless you want, Unless you're going on a weekend that
has like a Feeder series thing, then I mean you
gotta have something to do to take up the time.
And some people aren't interested in the feeder series or
you know, they're kind of okay with highlights, so yeah,
I mean it makes sense having just something to do.

Speaker 1 (08:53):
Yeah. Fashion, style and lifestyle are part of the appeal.
One in three of global respondents consider fashion and style
important in their F one fandom. This number is higher
among women, gen Z and newer fans, coming in at
fifty eight to fifty nine percent each. US fans show
growing interest in lifestyle appeal, with fifty eight percent of
women and fifty eight percent of gen Z considering fashion

(09:15):
an important part of their fandom. All Overall, engagement with
fashion remains moderate in the US. One in three younger
US fans and women show a stronger connection to these elements.

Speaker 2 (09:24):
I don't feel that way personally, but that's interesting. Yeah,
Like I wouldn't consider I mean, it's it's fun, but
I wouldn't consider it's something that I find important.

Speaker 1 (09:31):
Yeah, Like personally, yeah, I agree.

Speaker 2 (09:34):
Like it's interesting. But like if Lewis just starts to
show up in Ferrari stuff and I'm like, Okay, that's fine,
Like it doesn't like a it's interesting that people feel
that way.

Speaker 1 (09:41):
M hmm. Yeah, I think that. I know that, like
fashion just in general in terms of like clothing brands
or even accessory brands are a large part of Formula
one in terms of sponsorship. So I mean we've got,
you know, the clothing brands of We've got Hugo Boss,
and there's a Who's the one for Mercedes, Tommy Hill figure,

(10:04):
and there's there's another.

Speaker 2 (10:07):
One Puma does stuff with Puma.

Speaker 1 (10:10):
And those are just for clothing. When you got accessories,
we're talking about like ray band, ray bands for Ferrari.
We've got all the watch sponsorships for the individual drivers.
On top of tag Tag.

Speaker 2 (10:25):
How or how or Hewer something I'm not sure to
say it.

Speaker 1 (10:29):
I cannot say that brand, but they replaced Rolex as
the like timing sponsor. So that's another watch brand. Like
luxury watches apparently are a huge like sponsorship thing in
Formula one.

Speaker 2 (10:42):
Well, yeah, when you have the people, I mean, it's
a rich sport. I mean we're just we're just poor fans.
There's plenty of rich fans out there that are. Yeah,
that's really their demographic that they're hitting.

Speaker 1 (10:51):
Apparently, watches are like a thing once you reach certain
especially among men, once you reach a certain like income
sort of level.

Speaker 2 (11:00):
It's really like broad bottom shoes.

Speaker 1 (11:02):
Yeah, it's like it's a sign of like your uh,
economic and social status, and it's like a it's like
a thing. Yeah where And I just I just don't.
I'm not part of that world at all because I
do not care about watches. I have one on right here,
and it's the only watch that I wear and it
cost me sixty bucks on Amazon, and I love it.
Then to me, I'm like sixty bucks for a while, exactly,

(11:23):
I'm like, I waited till I can't even counter steps,
I know, but like, but these are like expensive watches.

Speaker 2 (11:30):
Yeah.

Speaker 1 (11:30):
And it's so funny because once it's pointed out to
you that the drivers like because they have their individual
watch sponsors. They are so quick to like as soon
as they get out of the car and if they
have to do interviews or if they have to do
like podium whatever, as soon as they get out of
the car, they immediately take off the helmet put on
the watch. It's like the first thing that they do.

Speaker 2 (11:51):
I feel like, that's just a world I'm unaware of
because I don't have the luxury of being aware of it.
Like I'm sure, like you know, it's the craftsmanship that
goes in to it. I mean, once you kind of
get to that thing. I mean, it's not like those
are sold every single day to every single person ever,
like on Amazon, you know. So yeah, it's just it's

(12:11):
a statement, a statement piece, which I'm like, Yeah, those
drivers get out of the car and they're throwing those
watches on.

Speaker 1 (12:17):
And they support and they make sure that what either
their hand is holding the microphone holding the watch so
you see it like this, or they're a or if
they're holding the mic in the other hand, they're adjusting
their cap, they're adjusting their shirt, their sleep whatever, they
scratch behind their ear, and that watch is all up
in the frame and it's almost to where you wouldn't.

(12:38):
You don't notice it until someone points it out to
you and you're like, oh, yeah, that's what they're doing.
That's why they especially George Russell with his he tosses
the mic back and forth in his hands every single
time he gets a microphone.

Speaker 2 (12:49):
Yeah, it's funny.

Speaker 1 (12:50):
So among fans age forty five and up, eighty percent
report that fashion has little to no effect on their
interest in F one.

Speaker 2 (12:57):
Yeah, I think I think a lot of I can
see that. I mean, I think if I were asked
Travis he to go, I literally don't care. Yeah he's
not forty, but he's just a boy, so he's like,
I could not care less.

Speaker 1 (13:06):
So moving on to glamour, celebrity, and personal narratives matter,
Nearly one in three surveyed fans say the glamour, luxury,
and celebrity side of F one enhances their fandom similar
to fashion and style. These perceptions are especially concentrated among
newer fans, younger fans, and female fans, especially in Asia
Pacific and Row Row. I don't know what that means.

Speaker 2 (13:28):
I find that slightly disappointing actually thinking about it. I mean,
there's just a trend of like I'm saying, like I'm
saying this like it is what it is. I can't
control what people like. And it's not really a criticism
of anybody. I just am like, it's interesting to see
who is who are the people that are like, oh yeah,
that matters to me, And it's basically a gen Z

(13:48):
and women.

Speaker 1 (13:50):
Yeah well they said it enhances their fandom. They didn't.

Speaker 2 (13:53):
But even across like the things that like, you know,
there's been like when it deals with like the celebrity
or the fashion, because there's been multiple sections. Even in
part one, it's almost the gen Z and the women
that are like, yep, I love it. And I'm like,
I Don'm not saying I hate it. I'm just saying
it's not why, It's just it just happens to be there,
so I consume it. I wouldn't say that, like I

(14:14):
like the memes and jokes and stuff, but I think
like everybody is like overly romanticizing a lot of these
like drivers and even the sport, to the point that
sometimes I'm like, all right, don't make them hate us,
because at the end of the day, they're still race
car drivers. Like, so it's like they just I'm not
saying something like, I know Lewis enjoys the fashion side

(14:34):
and he's like really leaned into it, but he's still
a race car driver to them, so it's like, not
everybody's guilty of it. And I think anything can enhance
a fan experience, but it's interesting to see who primarily
feels that it enhances it rather, you know what I mean.

Speaker 1 (14:50):
I'm I wonder when they say the celebrity side, I'm
wondering if they're meaning like the drivers as celebrities that's it, yeah,
or if they're talking about literal celebrity who attend the
races and add to the sort of pomp and circumstance
and the glitz and glamour of a race weekend. Because
I mean, like, for me, it's cool to see celebrities
in the paddock or enjoying the sport. I prefer to

(15:12):
see them there if they actually like the sport and
are genuine fans of it, as opposed to people who
are there because it's the cool, trendy thing to do.

Speaker 2 (15:20):
Yeah, I mean, like I was, it was cool to
see Keanu Reeves there, but that's also because he's doing
a Cadillac documentary and like he's a true fan of
the sport, or even Patrick. I think Patrick Dempsey is
the one. I mean, well, he's an indie car driver. No, No,
he does a race car driver.

Speaker 1 (15:34):
But I don't know what series. I don't know.

Speaker 2 (15:35):
I'm not aware of what series either, but I know that.
I mean, he's a race car driver. I mean it's
not even that I'm I think celebrities attending for me,
the one races has been happening forever. Yeah, it's more
like and I don't think. I can't speak for Sky
Sports broadcasts. I don't watch it because I just don't
have access to it, and my access is f one TV.
They will show them, but they move on fairly quickly.

(15:55):
I don't think they ever take away at least broadcast wise.
I don't feel like they're there and it's fine, but
it's not enough to really enrich or disappoint or I
don't really feel a type of way about it. I'm like, oh,
that's cool, but I don't feel like they take away
from anything, So it does it doesn't matter to me,
Like I wouldn't be bothered if I see them or

(16:15):
if I don't see them. Yeah, type of a thing.

Speaker 1 (16:18):
I guess. Yeah, I mean I like when, like I said,
I like, I like when I see people there that
I know, like support the sport or follow it, like
and actually, oh Tom Felton was there.

Speaker 2 (16:26):
That was cool. Yeah, Harry, that's Harry Potters. Sorry, Drico
malfoy was there, which on on brand he was a
rich boy.

Speaker 1 (16:32):
What is the name of the actress from Bridgerton In
season two, she plays Anthony's love interest. She's Indian.

Speaker 2 (16:39):
Oh, she was supposed to be in the F one
movie too.

Speaker 1 (16:41):
Yeah, her name is Ashley. I'm not sure.

Speaker 2 (16:43):
I'm not sure her name.

Speaker 1 (16:44):
I forget her name. Please pardon me, ma'am. You are
gorgeous and I love your work.

Speaker 2 (16:49):
And I wish you would have been in the movie.
You probably would have enriched it.

Speaker 1 (16:52):
Yeah. Uh, but she's an avid Formula one fan, Like,
she has been going to racism and stuff her I know.

Speaker 2 (17:00):
Taylor Joy was there, Yeah, because she's friends with Lewis. Yeah,
she's went to quite a few as well. Yeah, they've
been to a couple.

Speaker 1 (17:05):
So I'm like, it's always fun to be like, oh hey,
look they're there, Like it all to me in that
sort of moment. It's not like Oh hey, there's a
cool celebrity here. It's like, oh, hey, they happen to
be a celebrity, but they're like a Formula one fan too. Yeah,
so they're just like me in that, Like they're like me. Yeah.
It makes them a little more relatable because it's like, oh,
like they're they're cool, they enjoy sport and like are

(17:27):
fans of it. Yeah, but like also, there's happen to
be They just happen to be there and I get
to come here. Yeah, I'm just friends with Lewis Hamilton,
so oh my god. Interest in drivers behind their advisors.
Fans aren't just following F one for what happens at
the track. They want a window into the personalities and
lives of the drivers themselves. This rising interest reflects a

(17:49):
broader trend. Personality and access are powerful fandom drivers for
newer audiences, especially those entering the sport through cultural, social,
and storytelling channels. Forty percent of also rayed fans declared
some interest in knowing more about F one drivers off
the track, with twelve percent saying they are very interested.
That interest spikes among once again younger fans, gen Z fans, women,

(18:10):
and fans in APAC and ROW ROW. Again, I don't
know what that stands for. It's some geographic area. Performance
and results are the primary preference for fans thirty five
and up and for long tenured male fans in Europe
with limited interest in the off track lives of drivers. Yeah,
which I mean that tracks with like my basic assumptions

(18:33):
about how older men typically engage with sports.

Speaker 2 (18:38):
Yeah, And I mean it would be interesting to see
because they have women as a category. Gen Z is
a category, but they're not breaking down the sex of
gen Z either, so occasionally do o cajel. I'm saying it,
but I'm like, it'd be interesting to know like how
gen Z men feel versus gen Z women, because it's
kind of like a broad thing to just be more

(18:59):
of a breakdown, because I'd be suspicious that it's mostly
women women in gen Z med women in gen Z,
I would suspect make up the majority of that statistic,
would I would? I would think, like, so you're not
you wouldn't assume that the people in gen Z are
a fifty to fifty split between men and women. Yeah,
you're saying you think a majority of the gen Z

(19:19):
people surveyed are probably women I'm saying, like, that's it said,
how many in gen Z they said it mattered?

Speaker 1 (19:24):
Yeah, among younger gen Z fans women and fans in
those two geographic areas.

Speaker 2 (19:30):
So I'm saying, like gen Z just whatever. Say let's
say they said, yeah, we forty six percent of gen
Z said it matters to them or something. I would
imagine the majority of that forty six percent that said
it mattered would be women. Not that most people were
not yet, not that overall most women were surveyed as
gen Z. But when they're saying, yeah, that matters to me,

(19:50):
that forty six the majority of the forty six percent,
I would suspect would be women. Ah, interesting because they're not.
I mean, and that's what I've been trying to see
if they break that down. Sometimes they have at times,
normally occasionally they they haven't. And I'm like, it would
be interesting to see even that even further, because I
would I would suspect that even most men are still
or boy but whatever, you know, whatever.

Speaker 1 (20:12):
Aren't as involved.

Speaker 2 (20:13):
Yeah, there's still going to be more about the sport. Yeah,
but I think that just kind of tracks with the
overall like stereotype of what people are into Yeah.

Speaker 1 (20:21):
So in the US, seventeen percent of fans say they
are very interested in off track driver content, thirty eight
percent somewhat interested, putting them around, putting them among the
most engaged. Globally, nineteen percent women and twenty two percent
younger fans are Younger fans are also particularly invested in
this narrative.

Speaker 2 (20:40):
I just see, I don't really like that that's separate
because I think because now they're just saying women, They're
not even saying like how old the women are. So
it's like, because it almost feels like you could be
accounting for a number twice, you know what I'm saying.
So that's one thing I've been trying to track.

Speaker 1 (20:58):
I'm just saying, it's just looking at the general trends among.

Speaker 2 (21:02):
The demographic because it's like like gen Z is going
to be women and men, and then you have, oh,
most women responded this way, So it just kind of
like it sounds like you're accounting for something twice almost,
not that they're still gen Z. I'm just saying like
it would have been interesting to see the breakdown within
a newer generation as well, to see how that tracks
along with like the older fans.

Speaker 1 (21:23):
Yeah, Yeah, it would be nice to see overall like
men overall women, overall age brackets, Yeah, and then breaking
down men and women within those age.

Speaker 2 (21:34):
Yes, which I mean is typically kind of how you
would do that. Yeah. So that's why I'm like.

Speaker 1 (21:39):
I'm trying to see. Yeah, they don't give it. Sometimes
they'll give like a more like detailed breakdown, but they
don't for this particular part in terms of like men
versus women. Yeah, they give a breakdown of like how
long people have been following the sport and how important
they ranked lifestyle and fashion or style.

Speaker 2 (21:58):
Yeah.

Speaker 1 (21:59):
So the strategic implications of this information basically means that
the f one's cultural influence is expanding. So fans are
imagining for themselves what it means to be an fu
and supporter, engaging not just with the sport, but with
the image values and identity it projects. So a couple
of takeaways, our fandom is becoming personal identity is a
gateway to engagement. Drivers are cultural anchors, meaning their personal narrative,

(22:22):
social media presence, and off track visibility are helping fans
connect with drivers as personalities, not just athletes. The shift
opens doors for storytelling, complimentary partnerships. And off week engagement,
which is true. I mean a lot of these drivers
are putting out content like throughout, maybe not weekly and
in terms of like their own personal branding and pages

(22:44):
and stuff, but they're putting stuff out pretty consistently. I mean,
I know, Charles Leclair has somebody who during specific races
will follow along and film like vlog behind the scenes
style stuff and occasionally help put out a video, especially
like Monaco or if he does well at a particular way.
An I know, like Lando Norris is very involved. He
has a like an esports like gaming brand that he

(23:06):
does a lot of stuff with, and he does a
ton of like videos in his off time and collaborates
with people. So different drivers are Yeah, I agree. I
mean they're just like, hey, I'm here.

Speaker 2 (23:19):
Yeah, I mean, they're engaging with it so more.

Speaker 1 (23:24):
The other two strategic implications of this is that lifestyle
is now a brand asset, and what's aspirational must also
be accessible. So while exclusivity is a key part of
f one's appeal, fans are looking for ways to engage
that feel authentic and participatory. Bridging the gap between aspiration
and access will be critical to long term cultural relevance,

(23:45):
which I agree. I mean, one of the biggest complaints
that we have as F one fans is that it's
too expensive to attend a race, even in our home country,
like it is could it's often times cheaper to buy
a ticket to a race in Europe and pay for
the ticket, the fly the hotel, accommodations and everything and

(24:06):
fly back. It's cheaper than just getting a race ticket
in a hotel here. Yeah. So yeah, they got to
do something about But part of the reason.

Speaker 2 (24:14):
Partly more expensive is because the people who are going,
which is like it's and the.

Speaker 1 (24:17):
Demand is so high because it's so popular now, the
demand is skyrocketed. So I mean it's it's uh, it's
what is it called demand and supply and demand, So
like when the demand increases, the supply decreases and the
cost increases. Yeah, so it's you know, there's a limited
amount of tickets and those become more expensive. Is more

(24:38):
people are fighting over them, yeah, or fighting to purchase them.

Speaker 2 (24:41):
Yeah. No, I mean, yeah, I agree, and I think too.
It's like F one also like it wants to be accessible,
but it still wants to be elite. Oh yeah, so
it's like it's almost a way of this sounds really
really horrible to say out loud, but it's like it's
like weeding out people that you might not want there,
which is just I mean, not saying it's right. I'm
not saying you have to be rich to enjoy the sport.
I'm just saying, like that's kind of f ones always

(25:01):
kind of have an elitism about it.

Speaker 1 (25:02):
I mean there's a certain like not that.

Speaker 2 (25:04):
Drivers is like the score, like Formula one as a whole,
as a whole has always just been kind of elitist.

Speaker 1 (25:09):
There's a threshold that you have to meet in order
to participate, but it also that exclusivity. It does create
an air of excitement in terms of like you can't
just do this every day. You can't just go to
a Formula one race any weekend you want, you know,

(25:31):
like for people like us who are normal earning not
we're not rich by any stretch of the imagination whatsoever.
You know, ordinary people would have to save up. We
would have to save but for years. At this point,
it feels like it in order to go to an
F one race, and at least in the US, and

(25:52):
I mean it would be like a marquee event. For
like that would be my my I would be riding
the high of going to that race for at least
two years.

Speaker 2 (26:01):
I would maybe so sad afterwards, Like I was so
depressed after the Airs Tour was over, Like I was
so sad forever, and I was like, I'm never going
to be happy again because that was the most fun
I've ever had. Like this would just be worse. But yeah,
I'm like so if I if I go, I need
to somehow. I'm like, I need to be a part
of this somehow or I'm going to literally be the
most depressed person.

Speaker 1 (26:17):
The entire planet. Yeah, but it it is to be awesome.
The air and the element of like exclusivity because it
is a rare sort of occurrence to be able to go,
to afford to go, to have opportunity. It creates like
it's special, and I mean that it is important to
cultivate that air and that that feeling of like it

(26:40):
being a special thing to do. Yeah, it's not an
everyday thing, so like I think that is important to
the brand. But again I do also agree to like
it needs to be more accessible.

Speaker 2 (26:52):
Which they've been putting out as time goes on, Like
certainly different ticket options where they're like, okay, well, like
you can sit like in the grass over here for
X amount of money and then you know, so, I mean.

Speaker 1 (27:01):
There's like general admission where it's like find your seat
and bring your own chair and park on a grassy.

Speaker 2 (27:06):
Nooal yeah, I mean, and that happens all over the place.

Speaker 1 (27:09):
So Chapter seven, Sponsorship impact and commercial influence. More than
a sticker on an F one car. Sponsorships shape the
F one fan experience from the ones. Global reach and
cultural momentum have made it one of the most valuable
platforms in sports for brands seeking relevance, visibility, and emotional connection.
With more than three hundred active sponsorships across teams, drivers,

(27:31):
and the league itself, F one is no longer just
a logo game. It's a full spectrum partnership opportunity that
influences perception and increasingly behavior for fans. Brand association with
F one isn't just recognized, it's meaningful. Younger audiences, especially
gen Z and women, are more likely to consider and
purchase from brands affiliated with the sport, and as F
one expands its media footprint, lifestyle appeal, and grid access

(27:53):
brand touch points are reaching more fans in more ways
than ever before. So this next sort of section will
explore how surveyed fans perceive F one sponsors, which platforms
resonate most in, how sponsorships, how sponsorship shapes fan engagement,
purchase intent, and brand FA favorability, particularly across demographic and
regional lines. So sponsorship fuels the sport, but influence varies

(28:18):
by fan. Respondents broadly support the presence of sponsorship in
Formula one, with seventy six percent globally saying it contributes
positively to the sport. Enthusiasm is highest among fans in Asia,
Pacific and the Americas. Seventy six percent of US surveyed
fans say sponsorship plays a positive role in the sport,
mirroring which mirrors global sentiment. Yet the effect on purchase

(28:40):
behavior varies, so older fans are most likely to say
sponsorship is essential to the sport, but less likely to
be influenced by it when making purchases.

Speaker 2 (28:48):
I agree with that personally.

Speaker 1 (28:50):
Yeah, it's essential to the sport because it brings in
money to help fund the.

Speaker 2 (28:56):
Teams, Yeah, which I mean is an expensive sport. Yeah,
But I'm less that I don't I feel no type
of way about seeing Like I saw the Rolex thing
and I wasn't like I need a Rolex, I want
one that held no influence over me.

Speaker 1 (29:11):
Younger fans, women, and newer followers are far more likely
to consider and buy from F one affiliated brands. This
gap between endorsement and activation and underscores a key point.
Fans value sponsorship. Sponsorship's role, but its impact depends on
who the fan is and how they connect to F One,
which I would agree with. I mean, and we mentioned
in Part one that it may not be necessarily that

(29:34):
like I see or a general fan of Formula one
sees a sponsor on a car and thinks I need
to go support that sponsor. It's more likely that we
see some sort of content related to the sponsor or
are just aware of it in general, and then we
see something we like and are exposed to it, so
it's less of a influence on what I buy versus

(29:57):
it's more of a just exposing me to the product,
and if I see something that resonates with me, I
might then go buy it. Yeah, but it's only if
I like it. It's not because if one said this
is cool, or a driver said this is cool. It's
if I actually like it exactly because like certain drivers
we've mentioned have brand partnerships with certain jewelry or accessory
companies or fashion clothing line stuff like that. I don't

(30:19):
care that Lewis Hamilton has a line of clothing with whoever,
with Ferrari, or he did like a ligne with somebody recently,
like it doesn't like I don't care that it has
his name on it. I care if it's cool and
it fits my style. Right, So I'm not getting it
because it says Lowis Hamilton on it. AM getting it
because it's cool, but I'm exposed to it and know
about it because I follow Lewis Hamilton.

Speaker 2 (30:41):
Yeah, so I would agree with that. That's how I'm like,
I'm not really influenced in the sense of like I'm
more likely to support a brand because they're a sponsor.
I'm more like, if I'm exposed to the brand because
I'm following Formula one and they put out something I
like that, I'll buy it. But I'm not just following
them because like, I'm not just going to buy something
because they are a sponsor of Formula one.

Speaker 1 (31:00):
So brand associations drive consideration, especially for emerging fans. Globally,
thirty three percent of surveyed F one fans say they
are more likely to consider a sponsor's product over a
non sponsor. That jumps to forty percent among gen Z,
thirty eight percent among newer fans, and fifty percent in
Asia Pacific. Women also show elevated brand receptivity compared to

(31:22):
male fans. I would agree, pointing to a growing opportunity
for lifestyle and identity based activations. US fans fall near
the global average, with thirty two percent saying they are
more likely to consider a sponsor's product, But just like
global trends, the lift is stronger among gen Z and
women in the US. But yeah, I mean, same thing

(31:43):
we just said pretty much so these strategic implications. Sponsorship
is foundational, but purchase behavior varies. Gen Z and women
are high conversion audiences, which again we said forever ago,
you've got to start catering to your female audience, considering
it is such a high and quick growing aspect of

(32:04):
your demographic. Yeah, like women who are supportive of any
or involved in any sort of fandom, Wyndham typically are
more engaged, more enthusiastic, and passionate and buy more stuff
or more like economically supportive.

Speaker 2 (32:22):
Yeah, like yeah, we said that forever ago. Yeah, because
I'm like I'm more likely. So, like you know, the
old school racing jackets, everybody wants those, nobody's making them,
so you have to like go find a vantage one
somewhere or get someone on Etsy to make it, or
you know the shops that make them where they're just
mass producing them with old sponsors on them. Right, if
they offered one, I would buy it from the that

(32:46):
team or from the like f one merch and I
would do that over getting something cheaper that isn't like
an official racing jacket, like like I you know, So
it's like if they put out things that I want,
I would buy it from them versus like an Etsy store,
but they're not yes of the time, so I'm forced
to use Etsy.

Speaker 1 (33:07):
Yeah. So it's it's a lack of like options for
what we actually as women fans of the sport would want. Yeah,
because you know, we were looking actively searching for like, okay,
Ferrari or loose Hamilton, whatever, Mercedes, what merch is there
that I can buy that's official from the team, And
it was not a lot and it was, and yeah,

(33:29):
it was either athletic wear or it was like the
team kit, which is just the collared like shirt that
has the team logos like screen printed on it. And
I'm like, I don't want that. I want like a cute,
little basic hat that says Ferrari like, I want simple,
I want I want a racing jacket, Like I want
something that's cool and shows us support the team without

(33:51):
just being like a collared shirt with print screen printed logos.

Speaker 2 (33:55):
Yeah, like there's a time and a place like for that.
But I'm like, yeah, but like there's a reason people
used to make that back in the day, like my
Dale Learn hard jacket that I have, Like that thing's sick,
and FERRAI by, yeah, you kidding, that thing is awesome,
and h I don't know what they're doing.

Speaker 1 (34:12):
I'm like, who are you consulting? And why are we
not making it more of a priority And you're missing
You're missing out on so much money that we want
to give you. I will throw my dollars, like I.

Speaker 2 (34:23):
Know that jackets through four hundred dollars. That's how much
it would be.

Speaker 1 (34:26):
So it's like, but I'd be willing to spend it
because it would be high quality and official merch.

Speaker 2 (34:30):
Yeah, and it would yeah literally and like people like that.
There's a reason that was such a big thing back
in the day, Like like come on, Like Ferrari had
the for the Las Vegas Race. They had the special
addition like uh it was like the sand the sand
blasted or like faded like line.

Speaker 1 (34:49):
So they had like shoes and they had a hat,
and they might have had something else, but like it
was so sick that one was cool. Yeah. And so
I got those two hats because I went to one
and I got her one for her birth. And I
mean they weren't cheap, but they were made and shipped
from Italy. They're made in Italy and shipped from there
and took a minute to get here. But they're good
quality hats.

Speaker 2 (35:09):
The bag was really nice.

Speaker 1 (35:10):
Yeah, like the packaging it came in. I was like, oh, okay,
I see. But I'm like, why are we not doing
cool stuff more consistently and giving us more options for stuff.

Speaker 2 (35:21):
Because like we'll spend the money. Yeah.

Speaker 1 (35:22):
So, and and the hats are that we got, we're basic.
It's like the sand blasted, so it's a little bit
faded and patchy in spots. From the Red but then
it's just the Ferrari logo dead center on it, and
I think it has like the Puma logo stitched in it. Yeah,
that's it. But it's embroidered and it's a good quality,
very simple, but like that's the stuff we want.

Speaker 2 (35:40):
And I'm like, it's timeless, and I think that's part
of it, is like stuff back in the you know,
in the nineties, when the eighties nineties, a lot of
that was very timeless merch that that's why you know,
people are still looking for jackets like that, and because
they look just as cool now as they did back then.
And it's just kind of like I mean, and the
thing that's crazy is you see people and the Grand

(36:00):
Stance all over the broadcast wearing these jackets and I
know where they bought them, because I've got them and
you've got them. So I'm like, you're missing on.

Speaker 1 (36:09):
So missing out. Oh, So back to the strategic implications.
So teams and drivers are the new front doors US
and APAC. I think that's Asia and Pacific markets require
tailored strategy and the US gen z and female fans
respond best to culturally aligned, personality led partnerships. In Asia Pacific,

(36:30):
the overall openness to sponsor influence is the highest globally. Yeah,
I mean, I think it resonates more when you have
like it's not just obviously the logo stamp on the car.
You need like the drivers to be engaging with the
brand or product in some way that is entertaining or
plays into their personality. Like a great example is the

(36:51):
Sonic like movie and like the video game. They partnered
with McLaren and so there was like a clip of
Oscar and Lando playing the game against each other or whatever,
and it was it was a cute little thing, but
it allowed their personalities to come through in like an
organic way that then highlights that partnership, Like yeah, that's

(37:12):
that's what you have to be doing.

Speaker 2 (37:13):
Yeah, yeah, I would agree with that.

Speaker 1 (37:16):
And then the last strategic implication is that the brand
palette is expanding. F One's cultural evolution has opened space
for categories beyond luxury and auto, from fast food to fashion,
family to fintech. Brands that meet fans where they are
culturally will win share of heart, mind and walt.

Speaker 2 (37:33):
Yeah, like h yeah, I mean I'm trying to think
of a brand that I'm like, oh yeah, look at them.

Speaker 1 (37:38):
They're here now, I mean energy drinks are an obvious one. Yeah,
they're kind of all over the place. I know Hilton
does stuff with McLaren hm.

Speaker 2 (37:46):
Oh yeah yeah, Hotel, Yeah, because I've seen that's where
I've seen all those ads for that.

Speaker 1 (37:49):
They're commercials with fun.

Speaker 2 (37:50):
Uh huh. Yeah, that's true.

Speaker 1 (37:51):
But yeah, just outside of the luxury and fashion and stuff.

Speaker 2 (37:55):
Yeah, that is true.

Speaker 1 (37:57):
I'm trying to think if there's other like foods.

Speaker 2 (37:59):
They said fast food, I'm stuck off of that.

Speaker 1 (38:01):
The only one I know of for fast food is
that for F one, the movie, they did a they
had a partnership with KFC where they did like a
special like box.

Speaker 2 (38:11):
Oh, boxy box, Chicken box, box Fox Box, Fox bock box.

Speaker 1 (38:19):
Uh. Broadening the partnership platform so F one's cultural and
commercial growth is redefining what it means to be a partner.
Recent Brain integration, so that F one is no longer
confined to auto and luxury. It's now a platform for storytelling, identity,
and consumer relevance. So uh, They've got Prestige partnership, So
the Tenure Global partnership with LVMH, which is Louis Vuitton,

(38:40):
I forget what the inmate stands for. But it's like
luxury brands. That partnership brings prestige and fashion into the
sports core narrative. Family and lifestyle partnerships so we've got oh,
here we go, kit Kat, McDonald's, hot Wheels and Legos
signal a deliberate push into family, lifestyle and youth market.

Speaker 2 (38:56):
Okay, yeah, yeah, that's true. Yeah, Yeah, and that's especially Yeah.

Speaker 1 (39:00):
And then US activations now include One's F one hubs,
merch drops, F one Arcade, and driver aligned brand collaborations,
bringing the sport closer to everyday consumer experiences.

Speaker 2 (39:13):
Yeah.

Speaker 1 (39:14):
Chapter eight US highlights a an emerging powerhouse for F
one fandom standout themes, growing fan base with a generational shift.
While anchored by a substantial base of longtime fans, F
one is attracting a new wave of younger fans and women.
This new cohort is not just passively watching. They're highly
invested superfans. Women make up three to four of all

(39:37):
all new US surveyed fans. Nearly one in two of
new fans are age eighteen to twenty four. They're committed
to the sport, so regardless of whether they are new
to the sport or not. Most US fans surveyed intend
to stay fans for the long term. Ninety five percent
see themselves following F one in five years. Eighty eight
percent say they follow F one more than any other
sports they watch. The always on fandom, Digital content, community,

(40:00):
or integral to the F one fan experience. A significant
portion of US fans engage with F on content daily,
which is even higher for younger fans, who are also
seeking out community at a higher rate. Visual, community driven
interactive touch points are integral for engaging this new generation
of fans. Fifty nine percent engage with F one content
every day, and that goes to seventy percent among fans
age eighteen to twenty four. Emerging fans lean into the

(40:23):
community slash interactive touch points. Among younger respondents age eighteen
to twenty four, ninety four percent see social media as
important to their fandom. I would agree. Eighty eight percent
use platforms like YouTube and Twitch for f on content,
and fifty one percent participate in online discussions about F one.

Speaker 2 (40:40):
Was this not already talked about way earlier?

Speaker 1 (40:43):
Yeah? This is I guess summarizing the US stuff.

Speaker 2 (40:45):
Oh, okay, okay, I was like, wait a minute, I
like spermidically remember that one because I was like, you
ain't catching me going to a watch party. That makes
sense though, I mean younger people. I mean as also
a lot of younger people they're looking for a sense
of commune, which I mean I feel you so.

Speaker 1 (41:01):
Just in general.

Speaker 2 (41:02):
Yeah, so it makes sense that, like, you know, if
you can get together with a group of people, not
because I mean also Formula one, it's not often that.
I mean, you might be lucky to get your family
into it, but like if you're not, you kind of don't.
If you want to connect with that sport, you kind
of have to go seek it out, Yeah, seek out
other people. And that's the way you would do it.

Speaker 1 (41:18):
Yeah, it's I mean, it's not often you run. It's
still a niche enough sport in the US in general
that it's not often you run into another fan of
Formula one in the wild. I've had it happened in
our neck of the woods. Yeah, but the two times
it's happened, it's been other women who are around our age,
And it was because I was wearing my Ferrari hat

(41:41):
or jacket and they complimented it. And we're like, oh,
did you see that race or what do you think
about Lewis moving there?

Speaker 2 (41:47):
Far?

Speaker 1 (41:48):
Like it happened at a target and a books a million,
and I was like, girl, let's talk, let's sit chat.
But yeah, other than occasionally, but that was twice in
the span of a year, maybe six months, so it's
it's few and far between. And I wear that hat
in that jacket pretty regularly, especially when it's cold. Yeah.
So yeah, so yeah, I would agree that if you

(42:10):
want to get to know or engage with other fans,
you have to seek it out. Yeah a Slashaska follow
in your lap. That's not basically the rest of stuff
about the United States says that what a lot of
this other stuff has said that fans are younger, they're women,
and they're highly engaged, especially on social media.

Speaker 2 (42:29):
That makes sense. That pretty much tracks with I mean
that generation.

Speaker 1 (42:32):
And again, a lot of this stuff is repeating some
or it's taking some of the information from other parts
of the survey so far and just kind of they're
focusing on the US.

Speaker 2 (42:42):
Yeah, so that's like all the US facts basically that
we've already talked about in that basically is okay, okay.

Speaker 1 (42:48):
But yeah, I mean, it's you know, they're more engaged,
they're more likely to follow along with drivers, storylines and
storytelling and drivers. It's like touch points in our acting
with and following the sport. And again this is something
we talked about, but the first point of interest. So
the question they asked was how did you first become

(43:08):
interested in Formula one? And among US respondents, zero percent
said an F one support series. Yeah, two percent said industry,
two percent said other mass media three percent, gaming, three percent,
a specific team, five percent, attending a live race seven percent,
social media, seven percent, other eight percent, a specific driver

(43:31):
ten percent, drive to survive, twenty two percent television or media,
and thirty one percent family or friends. So yeah, no
other that would make sense though, as like in terms
of like, no one said that a support series was
their first touch point to F one, because I feel
like it's the it happens the opposite way. You find
Formula one first, and then you become aware of the

(43:52):
support series and then maybe you would follow those.

Speaker 2 (43:56):
Yeah, I mean that's the support series over here is
very very small, like literally f in the US right
now they only have eight drivers I think, and typically
they had like twenty and so this, so I'm like,
you know, it's still gaining traction. The culture in America
is so different as well. It's like we have IndyCar,
but that's not governed by the FIA, which is why
they introduced the Formula four like America's like US series

(44:19):
not too long ago. But the idea that like you
could become a race car driver like it. You know,
over in Europe you have like basically unlimited karting opportunities
and everything is so close together to be like really so.

Speaker 1 (44:31):
And there's a ton of tracks all within driving or
flying or train distance, so.

Speaker 2 (44:36):
It's very all close knit. So the idea that if
you are into karting, you would be more than likely
that's when you'd be introduced into a feeder series. I
mean most of the time. The idea of watching a
feeder series race for fun is probably more over in
Europe anyway, just because one it's more accessible into it's
so small. You probably know somebody who's in a feeder

(44:56):
series or they're in there into karting, so it's just
introduced to you. But more over the over here, I mean,
we're so big that it's I mean, I want to
go to a feeder Series race and then my choices
are Virginia and Alabama, and both of which are six
plus hours away, and it's just more difficult to even

(45:17):
attend or to even know, because it's just not the
idea that you could kart and actually get into a
feeder series. Is also still very very new over here.

Speaker 1 (45:27):
Even like the there aren't really karting tracks.

Speaker 2 (45:31):
We have carding that we're just big like the car.
There's there's a really popular carting track in Atlanta. There's
a I mean, karting in general. Is it's just that,
but they're not they're not everywhere. No, they'ren't everywhere. And
circle track is still super big over here, so there's
a lot of circle track dirt track karting as well,
but that's a completely different scenario. It's i mean too,

(45:53):
it's like some of those popular race tracks are twelve
plus hours away from each other outside of his karting,
so it's just we're so vast that it's just it's
a completely different landscape.

Speaker 1 (46:03):
Yeah, you would have to have, let me put it
this way, in order to be involved in karting from
a young age. It's basically family or friends introducing you
to it if you know somebody who's already doing it
and then they let you like tagle along or you know,
it's like your dad did it, or your older brother
or a cousin or an uncle or a friend of

(46:25):
the family. Yeah, like it's somebody you already know, and
you're probably already in an area where you have better
access to it.

Speaker 2 (46:32):
Yes, Culturally over here, we grew up watching NASCAR, which
is primarily circle track. I mean, obviously they do have
some road courses, but like primarily it's a circle track thing.
And so down here in the South, circle track dirt
racing is extremely popular or livings with Travis's family does,
like literally all his brothers, so it's like and drag
racing too. And drag racing. Yeah, we literally have a
drag strip from twelve thirty twenty thirty minutes away, we

(46:56):
have a circle track and within an hour almost every
which So that culture here is like what's really embedded.
And so like NASCAR, you know, you grow up watching NASCAR,
you want to be a NASCAR driver, how do you
start to do that? So it's like it's just a
completely different culture. And Formula one is like integrated over
in Europe, and you know Brazil especially, you know a

(47:17):
South America, and.

Speaker 1 (47:19):
So it's just it's probably why, I mean, it's a
great reason why, like there aren't as many potential Formula
One drivers who are American because you know, a lot
of people say, oh, you know, it's great to support
somebody from your home country. Yeah, a in a series
like Formula One or even the lower series, and it's
like it would be great, but we had one in

(47:40):
how many decades, like and it was Logan Sergeant from Florida. Yeah,
and he didn't do like hot so hot.

Speaker 2 (47:48):
No, he was bumped way too early.

Speaker 1 (47:50):
Yeah. So it's like they're few and far between that
actually can do it. And I think to make it
into Formula One, if you're an American, you almost have
to like be shipped REI.

Speaker 2 (48:00):
Well, I mean that's literally what sentant. I mean, that's
often that's what happens. I mean, even like Yuki ended
up coming over to what italy mm hm from Japan.
I mean, that's like a lot of times what happens
unless he is most of the time they go off to.

Speaker 1 (48:15):
Europe, like they find a sponsor and then or.

Speaker 2 (48:17):
They yeah, or their family has to pay for it.
I mean, like that's like Senna story. He carted in
Brazil and then he had to go over to Europe
while he was in the Feeder series, and then like
he ended up coming back to Brazil and then they
loved him so much that he went back to Europe.
So it's just it's a it makes sense that we
just don't see a lot of Americans do it because,

(48:37):
I mean, our accessible thing to us and a lot
of times is like just circle track. I mean, and
we have Indy Car, which is like a feed it's
an open wheel racing, but it's just the nature of
it is different. It's just not the exact same thing.
And because it's governed differently, not by the FIA, you
also have different rules and regulations. So then you have
drivers that even if they're an Indy Car driver, they

(48:58):
would still have so much adjustments to do joining Formula One.
Not saying it couldn't happen, but it's not often you
see an indiecar driver joined Formula One. It's often times
you see an X Formula one driver join IndyCar, so
it's not often that it's the opposite.

Speaker 1 (49:11):
Yeah, interesting importance of social media, so US fans are
split on the importance of social media to their F
one fandom, with older generations not seeing it as essential
and younger generations viewing it as a key part of
their connection to the sport. So basically, the US fans
are more likely than their global appeers to consume F
one in multiple formats, So typically they're relying on social

(49:36):
media for discovery and community, video and streaming for access
and highlights, and then podcasts and blogs for contacts and depth, which.

Speaker 2 (49:44):
Yeah, that all tracks. Yeah, that all makes sense. Americans.
I feel like like Americans is like we've said this before.
When we like something, we really like it, and we've
become obsessed with it. That's just like how we like
a lot of just for something. That's just like American
culture is like That's what's funny is it's like we
might not have our culture is almost more like of
an attitude thing where it's like when we like it,
we like it, we love it, we want to consume

(50:06):
it all day, every day, all the tist.

Speaker 1 (50:08):
Yeah, more stuff in here is just re emphasizing that
there's a really high interest for live events more races
in the US. YEA, there's a desire to participate in
like a tangible, like in person way.

Speaker 2 (50:23):
Yeah, which I know there's been a criticism from like
the F one fandom is like why does the US
Basically it's like why does the US get three races?
And I'm like, well, we're huge, like you saying, well,
it's yes, we're one country, but we're gigatonic. So it's
like when they're saying the European leg of the F
one season, essentially it's like looking for a US leg

(50:45):
because we're we're just as big as Europe, like size
wise and population wise, so it's like I think, you know,
you have to put it into perspective that way, where
it's like you're basically looking for a continent of people.
I mean, yes, we have the like Mexico and Canada,
but like just that big chunk of the USA is
like it's we're very big and we're very far away
from each other. So it's like if somebody in Washington

(51:07):
wants to attend to raise or somebody in like North Dakota,
like it's rough.

Speaker 1 (51:11):
Yeah. I was gonna say, we're in an okay spot
where like if we wanted to go to like Miami,
that would be the closest for us in terms of traveling,
but also would be very expensive. I want to go
to Austin. Yeah, to go to Austin, that's a couple
hour flight. If we wanted to go to Vegas, that's
another couple hour flight. I mean, you know, there are

(51:33):
some parts of Europe you can get to it by train.
You even gotta fly or drive.

Speaker 2 (51:38):
Yeah, so it's just to get the landside.

Speaker 1 (51:39):
I don't want to hear it.

Speaker 2 (51:40):
Yeah, it's just completely different.

Speaker 1 (51:41):
Yeah. Oh so, looking at the cross sport landscape among
US respondents, there is fandom in other racing leagues. However,
for a large share of respondents, especially new fans, F
one is now their favorite sport. Sixty five percent of
US respondents find F one more exciting than other motorsports
such as NASCAR or IndyCar. New fans feel stronger about this,

(52:03):
with seventy six percent of those following two years or
less saying that F one is more exciting than Oscar
or any car.

Speaker 2 (52:10):
Yeah. I mean, I haven't consumed anything I can't but see,
And that's why I don't know how fair of a
statistic it even is, because it's like you don't have
to prove you've watched it to have that opinion.

Speaker 1 (52:22):
It's based on feeling.

Speaker 2 (52:23):
It's just based on like a feeling. So it's like
I can't say whether I can say as a child,
I was there watching NASCAR with my parents, but I
definitely didn't feel how I felt now that I was
also like a little kid. So it's like, personally, I
find Formula One more exciting than NASCAR based on the

(52:44):
races I have seen as an adult, but that's just
the nature of it. I mean, IndyCar, I really couldn't
tell you because I have never consumed a single IndyCar race.
I've attempted to, but it wasn't because it wasn't interesting.
I mean, it was the excess. It's hard to access
at this point in time, and really so the time
when IndyCar was going on normally like something else in
my I can't think of the time I was able
to sit down and watch it when it was on

(53:06):
Peacock because it used to be on Peacock and now
it's with Fox, which and you can't watch it unless
you have like TV.

Speaker 1 (53:12):
So yeah, I think if if Indy Car was more accessible,
I would probably watch it. If it wasn't like a
Formula one race weekend, like if I wasn't already, because
Formula one takes up so much of the weekend to watch, consume,
and then what we do with the podcast, it takes
up so much time that it's hard to be that

(53:33):
level of involved even like without the podcast, if even
just watching every single thing consuming, like it's too much
to do with another sport. Yeah, but if there was
another if there was like a weekend where there wasn't
an F one race and I didn't have anything else
to do, I would probably be like, Oh, there's an
any car race, I'll watch that.

Speaker 2 (53:49):
Yeah, I agree, So it like I watched EMSA. We
put ems of stuff on because that's also accessible on
Peacock and they do a lot of live streaming on YouTube.
So Emsa's one that I've also been to this ms
of stuff like Petite Lemons and things like that at
Road Atlanta, so I'm more likely to watch that, and
that's exciting in its own way. But yeah, I mean
over even, but comparing the two, even that, I would

(54:11):
still say Formula one is more exciting than MSA. It's
just different though.

Speaker 1 (54:15):
Well, even with like Indy Car, I would probably be
more likely to watch that over other racing series because
of on the Fox broadcast they have wi Will Buxton
and James Hinchcliffe.

Speaker 2 (54:27):
Yeah, and there's some pass worar W and the one drivers.

Speaker 1 (54:30):
So yeah, and so they like Will Boxton and James
Hitchcliff were, you know, prior to this season, they were
very heavily involved with the F one TV broadcast. So
I think, uh, Will is like only doing Indy Car
this season, and James has done now to F one
races where he's been involved with the F and TV broadcast,
which when he's there, I'm like, oh, hey, yeah, I like,

(54:52):
that's a pleasant surprise.

Speaker 2 (54:53):
I like him. Uh.

Speaker 1 (54:54):
But like it's the fact that like their familiar voices
to me, and I like their interaction and the insight
that they have, Like I know, the way that they
call races and discuss things, and it's a way that
I like would be easy for me to follow along
and understand and like consume. So I would be more
likely to follow IndyCar because of those two than like
another sport.

Speaker 2 (55:13):
Yeah, that makes sense.

Speaker 1 (55:14):
But also Indy Cars, and this is completely off topic,
but Indy Cars like promotions they were doing before the
start of the season with like Fox, they were doing
those commercials about some of the drivers that were like
really like funny, yeah, and just sort of like, uh,
just like comical in a way that was kind of ridiculous.
Ye like spot On and you're like this makes me
want to watch Oh yeah, So like those were just

(55:36):
that was cool marketing.

Speaker 2 (55:37):
Yeah, no, I agree. I mean I actually I had
looked at trying to get it, and we've talked about before.
I was like, well, I'm not paying eighty dollars to
so I can watch it on like through YouTube or
Hulu TV or whatever. Like it was not doing that
because the only way now is to do it through
a live broadcast. So come on, they're supposed to car
Fox is supposed to coming out with the streaming platform
this year, so you'd supposed to be doing it for
a football season. So it's might be an update, don't

(56:01):
I haven't checked, So we'll.

Speaker 1 (56:02):
Look into that. But that is the end of the
Oh my gosh, it took forever to get through. They
did it well.

Speaker 2 (56:12):
My only complain about that survey is I do think
that it would have been interesting to see the breakdown
between sex is when they said younger fans are gen z,
just because if you're gonna have a statistic that is
women and that's just all ages that I think it
would have been interesting to see age wise as well,
like the breakdown, the breakdown and age. It just feels

(56:32):
like not saying they're purposely trying to do it, but
in a way it would be interesting to see. Okay,
well even amongst gen z, you know, men feel this way,
women feel this way, younger fans, you know, So that
that's the only thing that I was thinking about, like
could have been an easy and more interesting than that. Well, yeah,
I guess more interesting breakdown just to see across like

(56:52):
not only age, but like sex and your sex or gender,
like how that affects that as well.

Speaker 1 (56:58):
Yeah, it'd be it would be nice if we could
see just like the data presented, just straight numbers and
broken down in that way. But this is a document.
It's called a white paper, but it's basically like summarizing
the findings of the research and the survey they did.
And part of like the point of it is to
present this to potential sponsors and people wanting to get

(57:20):
involved in the sport, to be like, look how it's growing. Well,
oh no, I get, but yeah, like that're highlighted in.

Speaker 2 (57:26):
A way you would think, Okay, well, as a sponsor,
I would like to know. Okay, we see that women
are popular, like women are like really getting into it. Now,
let's look at the younger people. Is it primarily women?
Because marketing to a gen Z girl and marketing to
a gen Z boy is different. So that could be
helpful information to me to know, how do I want
to market to these people? Oh yeah, sure sure, and

(57:47):
I'm sure that they can get more imformation they want to. Yeah, yeah, yeah,
that's what we would have liked to have had access
to that information too. But you know, you know, well
that was interesting. It's interesting to see how, like I
there were things I feel like I could relate to,
and there were other things.

Speaker 1 (58:06):
That I was like, I don't dope, You're like, I
relate more to the old men, like actually Europe I'm
an old European man.

Speaker 2 (58:12):
I'm a legacy fan. I'm like, see, maybe that's maybe
it's all because I was exposed to it, like actually
like ten years ago. But then I did, but it
was like loosely and I'm like maybe that has affected
my brain.

Speaker 1 (58:22):
I don't know. Yeah, I'm technically, in my spirit identify
as a legacy fan.

Speaker 2 (58:26):
I identify as a legacy fan. I've also went out
of my way to watch so much old content still,
Like literally the other day I'm like, and I just
put on a race that I'm watching. It was like
from nineteen ninety eight. I'm much watching Schumacher destroy people,
and I'm just like, so, yeah, I'm like, I identify
as a forty five year old man from Europe apparently,

(58:48):
But okay, well, I guess the question to the audience is,
if you are a newer F one fan, would you
agree that you see yourself following the sport in five years?
I would say I definitely do, And I.

Speaker 1 (59:00):
Would love to know how many of you actually watch
the race in person or not in person, but like
live or watch the whole race versus just are you
or are you only? Like when I first started following
the sport, I only consumed it via social media, So
I did that for probably a year or two before
I even watched my first rate like full race. So

(59:22):
I'd be interested to know how many like newer fans
or fans in general, like, how do you consume the
race content itself?

Speaker 2 (59:28):
Yeah, and I know it's like for me, it's hard
to I would say, if you're a person who's like
a you're really into it, but you're watching it through
highlights and just social media, I would say the watching
the races live, especially through f one TV, just because
that seems very accessible for like anybody, no matter where
you're located.

Speaker 1 (59:47):
It's only going to enrich your experience, so it's not
boring at all now.

Speaker 2 (59:51):
So it's like, you know, if you were hesitant to
or if you've been curious, how can I get into
it more? I mean, that's just your biggest resource. I
would say, it's like f one TV, and it's just
gonna and richer experience, really, but it would be I
would be interested to know, like, if you're really into it,
how are you consuming it? Are you like Anna asked,
a avid live race watcher or you just content kind
of looking at YouTube later But okay, that wraps this

(01:00:14):
up and we will talk at you next time. Bye
bye