F1 at 75: Beyond the Track, Into the Culture
- Romy Kraus
- 10 hours ago
- 3 min read
At the 2025 Blackbird Motorsport Forum, four of Formula 1’s top voices pulled up for a turbocharged session on how the sport is shifting lanes—from elite racing series to global cultural icon. Joining moderator Jennie Gow on stage: Donna Birkett Baida (Director of Marketing), Jonathan Haworth (Director of Commercial Partnerships), Louise Young (Chief Race Promotion Officer), and Ian Holmes (Director of Media Rights and Content Creation).
The conversation was all gas, no brakes—breaking down how F1’s fanbase is evolving, why brands like KitKat and Louis Vuitton can coexist under the same racing umbrella, and how they’re turning a 24-race calendar into a 365-day fan experience.
The Lowdown
F1 now has 825M+ fans globally, growing at double-digit rates YoY.
17 races sold out in 2024, with 10 setting all-time attendance records.
Audience demographics are skewing younger and more female, across all markets.
Brand collabs now include Lego, Mattel, KitKat, and LVMH—blending mass appeal with prestige.
The Brad Pitt-led F1 movie is set to premiere June 2025—used as both storytelling and brand strategy.
New formats like “kid feeds,” betting innovations, and all-day F1 venues are reshaping how fans engage.
F1 Las Vegas now operates year-round with arcade, merch, go-karts, and restaurant—think F1 Disneyland.
Accessibility is a work-in-progress, but each race promoter plays a key role in improving inclusivity.
Personalization, fan data, and tech-enabled viewing experiences are top priorities moving forward.
“Why Do People Love Formula One?”
F1 isn’t like most sports. Fans rarely participate in it—but they’re obsessed with it. Why? It’s immersive, multidimensional, and less tribal than other leagues. You don’t have to pick a side to feel part of it.
“Very few of our fans have ever been in a Formula One car… it’s built around the experience.”— Donna Birkett Baida
“Tailor the Experience—Or Lose the Audience”
F1 fans engage in wildly different ways. Some binge race weekends. Others snack on social clips Monday morning. So F1's diversified its content, offering multiple entry points for multiple fan types.
“If you want to watch a two-hour race, great. If you want short highlights, we’ve got that too.”— Ian Holmes
“17 Sellouts, 10 Records, and Grandstands Full of Gen Z”
Race attendance is booming. Post-COVID and post-“Drive to Survive,” fan interest is higher than ever—with a big shift in who’s buying the tickets.
“Our race-going fans are younger and more female… and that’s true in every market.”— Louise Young
“We’re Partnering With KitKat and Louis Vuitton. Yeah, Both.”
F1 is no longer just B2B deals and tech sponsors. They’re entering everyday life—while still serving luxury. The challenge? Managing both KitKat and LV under one brand without watering it down.
“How do we manage Louis Vuitton and KitKat using the same F1 brand?”— Jonathan Haworth
“This Isn’t Just a Movie—It’s a New Revenue Lane”
The Brad Pitt movie is more than Hollywood gloss—it’s a strategic play. New garage. New sponsors. A new way to onboard fans who’ve never watched a Grand Prix.
“It’s another big opportunity to broaden the sport’s reach.”— Ian Holmes
“We’ll Always Protect the Core Product”
Die-hard fans still matter. F1 is doubling down on elite race coverage, data-rich OTT services like F1 TV, and in-person race experiences. It's all about innovation without alienation.
“We never forget the core product. We just build on top of it.”— Jonathan Haworth
“F1 Can’t Race Every Weekend. So We’re Going Always-On”
More races? Not realistic. Instead, F1 is building new products to maintain year-round relevance—Las Vegas being the flagship: merch store, arcade, restaurant, and virtual track all in one.
“We have to find other ways to engage the fanbase… always-on is the answer.”— Jonathan Haworth
“Accessibility? Promoters Are Key to Making It Real”
F1 recognizes the need for accessibility, but implementation depends on local promoters who manage each race venue.
“It’s an evolving part of our consciousness.”— Louise Young
“Next Up: Personalization, Betting, and Fan Data”
Looking to F1’s 80th anniversary in 2030, the plan is to use deeper data, personalization, and creative partnerships to keep evolving. Betting—currently just 0.4% of global handle—is seen as an untapped goldmine.
“We’re just at the beginning… this is a 75-year-old startup.”— Donna Birkett Baida
Quickfire: What’s Coming by F1 80?
Louise Young: New circuits? Yes. But focus will be on improving fan experiences, investing in infrastructure, and tapping into cities with culture and business synergy.
Donna Birkett Baida: Fan understanding will drive everything. Personalized content, experiences, and merch are where it’s headed.
Ian Holmes: Custom feeds for every kind of viewer—from betting junkies to cinematic die-hards. 8K broadcasts? They’re coming.
Jonathan Haworth: Creativity with partners like LVMH is unlocking massive reach. And betting is about to become a serious tool for fan engagement.
