How Formula 1 Has Become A Gen-Z Obsession

By: Aneesha Mahapatra

Formula 1 has become a pretty big obsession for Gen-Z, and it’s clear why. The success of Netflix's "Drive to Survive," combined with their effective use of social media platforms has made the sport exciting for younger fans to get involved, both digitally and literally. 

In this world, authenticity is key to drive Gen-Z to stay engaged. F1’s personalized content like  "Grill the Grid," helps watchers connect with drivers as actual humans rather than just famous athletes. F1's social success lies in making motorsport more relatable, which goes well with Gen Z’s criteria since they produce content that’s appealing for younger fans who want to get to know the athletes on and off the track. 

65% percent of Gen Z report that social media is a valuable tool for learning and sharing information. Sprint and Qualifying sessions posted on F1 social media platforms show folks the hard work that goes into the sport. Their social platforms have embraced meme culture by creating and sharing viral posts, and they’re often engaging with fans by retweeting or reposting popular media from their followers. According to World Metrics, 63% percent of Gen Z prefer real people over celebrities/ influencers. F1 appeals to this preference by producing curated content that captures fans on-site at the races. 

F1 is focused on interactive community culture. Fans appreciate seeing a luxurious sport invite authentic content creators to have real-time conversations with drivers and enjoy a weekend dedicated to their love for the sport rather than having major influencers show up with a brand and posting a video saying “Get Ready With Me For My First F1 Race”. However, well-known celebrities like Kendall Jenner, Louis Tomlinson, and Emily Ratajkwoski attending the Grand Prixs drive more attention from wider Gen-Z audiences to F1’s.

Using emerging sounds/music, the teams get drivers to take part in the videos that make them more in touch with a Gen-Z base. The drivers' unique personalities, funny race radio messages, and pre- and post-race interviews all turn into social media content that’s entertaining with dramatic moments on the track like crashes, rivalries, or technology fails that make viral memes and edits fans love sharing such as Charles Leclerc and Max Verstappen’s “inchident”. 

TikTok plays a big part in the sport’s fan base and is a core spot for online creators to come together and showcase their love for F1. 47% of Gen Z have made friends online via social media. Younger fans dedicate their pages to F1 content, sharing their own commentary about Grand Prix weekends, drivers' personal lives, merch hauls and race trips. They also create edits of their favorite drivers, building a strong F1 online community.

From real-time polls like “Driver of the Day” to on-site events curated to make experiences more accessible, they make these Gen-Z fans and new followers feel like active participants rather than just regular watchers. The F1 culture is genuine and inclusive which is why Gen-Z is easily enticed to the sport. From creators sharing their passion online, forming friendships, and building a strong fan community to funny driver moments, it’s similar to the boy band fandom days when people would share memes and entertaining content. 

On-site fan activations such as the LVGP Fan Event that took place last weekend let fans really get in on the F1 action, making it more thrilling and accessible. Live entertainment, team appearances, hands-on activities, and receiving free merch are initiatives that catch both the brand’s and F1’s Gen-Z targets. 

F1 Wags (wives and girlfriends) have also boosted Gen Z's love for the sport by sharing their glamorous lives on social media. Their chic outfits, influencer lifestyle, and couple content create buzz and make F1 feel more approachable, connecting and snapping pictures with younger fans who love the personal side of motorsport, amplifies more excitement and turns regular viewers into devoted fans. 

Coming from a 23-year-old F1 fan herself who shares the love of the sport with her friends online and in real life, it truly has become a Gen-Z phenomenon. With immersive social media content and a strong fanbase, F1 has built an audience where people are excited to be involved—it’s a lifestyle that young fans or myself can’t resist falling in love with.