How F1 partnerships are driving a more diverse digital fanbase
August 2025
Formula One is redefining what it means to grow a fanbase, blending sport, entertainment, and smart brand partnerships to engage younger, digital-native audiences. From the Lego drivers’ parade to a new Disney collaboration, the sport is showing how culturally resonant activations can drive massive online engagement.
Senior sport account manager for Engage Digital Partners, Ben Cooke told Blackbook Motorsport: “Formula One’s next lap starts here. Growing a bigger audience remains central to Formula One’s ambitions, but the methods have evolved. Where campaigns once focused on overt messaging, the emphasis is now on embedding within entertainment, digital content and brand collaborations. The Lego drivers’ parade shows these efforts can be both commercially powerful and culturally resonant.”
