SponsorPulse Insight | F1 audience insights and sponsorship opportunities

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! Formula One 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 the series is on a roll.

In 2021, the global motorsport series revenue skyrocketed 87 per cent 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: Formula One 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 Formula One’s fervent fans.

Our platform shows that in America, 43 per cent of males and 25 per cent of females have engaged with Formula One in the past year.

In fact, interest in the sport isn’t limited to just one age group, Formula One has captivated audiences across generations.

For Americans aged 19-24, 42 per cent were engaging on a weekly basis. Among those aged 25-39, that number increased to 48 per cent.

Even further, momentum is poised to grow among 50+ males and foreign-born Americans. 

This age data correlates with preconceived notions about young male demographics that marketers already carry, making Formula One fans a predictable cohort to market to.

For instance, crossover between luxury car enthusiasts and engaged Formula One audiences was high, with Tesla, Audi, BMW, Acura, and Mercedes topping the list of brands users.

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

Sponsorship in Formula One

Given the immense global popularity of Formula One, sponsorships in the space have been soaring. We’ve observed a meaningful overlap between Formula One and audiences interested in the crypto boom.

With eight out of ten teams entering the 2022 Formula One 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 Formula One audiences. The popularity of Formula One esports is surging.

The Miami Grand Prix reported that its esports series generated 23 million videos across various digital platforms in 2021, a 103 per cent year-on-year increase from 2020. 

Marketers are taking note, just look at Mercedes. The automotive company now sponsors its own esports team, the Mercedes-AMG Petronas Formula One team.

Through their sponsorship, Mercedes built a state-of-the-art training center for its esports athletes in Brackley, Northamptonshire. The world-class facility enables the team to hone their skills and compete at the highest level, all while repping the luxury automakers’ brand.

Check out our deep dive into sponsorship opportunities within the esports industry.

Break into the Formula One space with SponsorPulse

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

Request a demo today to gain access to 19MM monthly data points to help inform your sponsorship decisions! 


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