A New Era Driven by Gen Z

05/08/2025

The Future of Sport Sponsorship & Formula 1: A New Era Driven by Gen Z

Formula 1 is no longer just a motorsport—it's a global lifestyle brand, with Gen Z driving the cultural shift. Now accounting for 27% of F1's global fanbase, along with a 4x increase in female fans since 2017, the sport's audience is younger, more diverse, and more engaged than ever.

What's changing?

  • Influencer Power: Creators like Lissie Mackintosh and Naomi Schiff are using platforms like TikTok and YouTube to bring fresh voices and stories to the grid.

  • Brand Evolution: Sponsorships go beyond car decals—think luxury experiences, beauty collabs, and even superhero-themed liveries.

  • Cultural Integration: Fashion drops, inclusive storytelling, and initiatives like F1 Academy are making the sport more accessible and values-driven.

Legacy fans and brands must adapt to a digital-first, authenticity-focused fan culture where storytelling is as critical as speed.

The new marketing playbook?
Be agile. Be authentic. Be where the story is told.

This isn't just a shift—it's a full-throttle transformation. Just look at McLaren Racing: proof that community-led branding wins in the fast lane.

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