The Next Generation Is Taking Over: Athletes and Minds Changing the Game in Formula 1 and Elite Sports
Industry Insights
If you've been watching Formula 1 lately—or even if you're just starting to dip your toes in—you'll know this isn't the same sport it was a few years ago. In 2025, F1 feels like it's going through a total transformation. Yes, the cars are still fast, the rivalries fierce, and the drama very much alive—but there's something deeper going on....
Formula 1 is continually evolving — and women are a factor in driving that change, both in the stands and behind the scenes. As Forbes highlight in this article, nearly half of the F1 fanbase is now female, with Gen Z women leading the surge in global interest.
Big Budgets, Bigger Impact
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Throughout 2025, sports brands have been investing heavily in sponsorships, with annual budgets ranging from tens of millions to well over a billion dollars. These wide-ranging budgets reflect each brand's global ambitions, with larger companies spending more to secure top-tier visibility across hundreds of teams and events.
We've all seen how...
A New Era Driven by Gen Z
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