F1 Audience insights & sponsorship opportunities

SponsorPulse Staff
  • May 26, 2022
  • SponsorPulse Staff
With global popularity on the rise, sponsorship investment in F1 has skyrocketed. Find out everything you need to know about the growing fanbase and how to reach them through strategic partnerships.

Racing enthusiasts rejoice! F1 is having a major moment.

With Netflix’s Drive to Survive having successfully captivated worldwide audiences, and the Miami Grand Prix generating an international spotlight like never before, it’s safe to say F1 is on a roll. In 2021, the global motorsport series revenue skyrocketed 87% to an unprecedented US $2.14 billion while the legion of fans that make up its broadcast audience bumped to 1.55 billion. 

The numbers are clear: F1 has immense market influence. Looking to kick your sponsorship opportunities into high gear? Here’s everything marketers need to know about the F1 surge:

Tuning in: Formula 1 Audience Insights

Fortunately for marketers, SponsorPulse data paints a vivid picture of F1’s fervent fans. Our platform shows that in America, 43% of males and 25% of females have engaged with F1 in the past year. In fact, interest in the sport isn’t limited to just one age group, F1 has captivated audiences across generations.

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For Americans aged 19-24, 42% were engaging on a weekly basis. Among those aged 25-39, that number increased to 48%. Even further, momentum is poised to grow among 50+ males and foreign-born Americans. 

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This age data correlates with preconceived notions about young male demographics that marketers already carry, making F1 fans a predictable cohort to market to. For instance, crossover between luxury car enthusiasts and engaged F1 audiences was high, with Tesla, Audi, BMW, Acura, and Mercedes topping the list of brands users.

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Furthermore, many F1 fans are at a transformative life stage. They’re making financial moves, with 50% of those engaged having purchased a home in the past 12 months and 55% considering investing in crypto. 

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Sponsorship in F1

Given the immense global popularity of F1, sponsorships in the space have been soaring. We’ve observed a meaningful overlap between F1 and audiences interested in the crypto boom. With eight out of ten teams entering the 2022 F1 season with a crypto or NFT deal, and ByBit securing it’s spot as principal team partner of Oracle Red Bull Racing, it’s no surprise that SponsorPulse data predicts an opportunity score of 32 for Americans looking to invest in crypto.

Plus, crypto isn’t the only industry that excites F1 audiences. The popularity of F1 eSports is surging. The Miami Grand Prix reported that its eSports series generated 23 million videos across various digital platforms in 2021, a 103% year-on-year increase from 2020. 

Marketers are taking note, just look at Mercedes. The automotive company now sponsors its own eSports F1 team, the Mercedes-AMG Petronas Formula 1 team. Through their sponsorship, Mercedes built Brackley, a state of the art training center for its eSports F1 athletes. The world-class facility enables the team to hone their skills and compete at the highest level, all while repping the luxury automakers’ brand.

Extra Reading: Check out our deep dive into sponsorship opportunities within the eSports industry.

Break into the F1 Space with SponsorPulse

At SponsorPulse, our insights empower you to dive headfirst into the world of F1 sponsorships while forging lasting connections with passionate audiences across the globe.

Take a tour today and gain access to 19MM monthly data points to help inform your sponsorship decisions!