F1: Gen Z women and US audiences drive new era of modern fandom

• 73% of US fans plan to attend a race in the future
• 76% say sponsors enhance the F1 experience
• F1 Academy already followed by 42% of female fans

Women now account for three out of every four new fans of Formula One, according to a joint survey by the series and Motorsport Network.

The 2025 Global F1 Fan Survey is a recurring study conducted every four years, with this year’s edition based on more than 100,000 responses from self-identified, highly engaged fans in 186 countries.

“This study shows that fans are increasingly following Formula One for the stories and the many opportunities to engage with the sport, and then they’re becoming hooked on the fantastic racing,” said Stefano Domenicali, president and chief executive of Formula One.

“The sport is embedded in culture now, via streaming, storytelling, and social media, and that’s helping more people connect. With Motorsport Network, we’ve been able to take a deeper look at what modern fandom really looks like in 2025 and ensure our strategy to bring in new fans remains on track.”

One of the key findings is that Formula One is attracting a new, younger and more female audience. Nearly half of all Gen Z respondents were women and 42 per cent of female fans already follow F1 Academy. More broadly, 23 per cent of surveyed fans say they follow F1 Academy.

Two-thirds of Gen Z respondents say they feel personally inspired by the drivers or teams, and in the US 70 per cent of Gen Z respondents engage with Formula One content daily.

US fans made up the largest share of survey respondents and Formula One says they ‘over-index on content engagement, sponsor responsiveness, and daily touchpoints’.

In addition, 73 per cent of US fans plan to attend a race in the future, emphasising that this remains a new and evolving fanbase for Formula One.

In addition, 73 per cent of US fans plan to attend a race in the future, highlighting that Formula One’s American fanbase is still new and evolving.

On the sponsorship front, 76 per cent of respondents believe sponsors enhance the Formula One experience. One in three are more likely to purchase from Formula One partners, with favourability rising to 40 per cent among Gen Z respondents.

Live experiences are also becoming a good source of fan engagement, and 41 per cent of those surveyed who haven’t attended fan experiences plan to do so in the future.

Credit: https://www.sportspro.com/news/f1-motorsport-network-study-women-gen-z-fans-sponsors-july-2025/