"F1 has done an extraordinary job of becoming culturally relevant again. The risk now is assuming relevance turns into loyalty by itself."

Getting fans in the door was the easy part. Holding onto them is the priority for F1 now.

In his latest piece for SportsPro, our growth executive, Andrew Coates, breaks down how Formula 1 built one of sport's most dramatic audience turnarounds, and why a driver switching teams or a quiet season could send newer fans elsewhere just as fast as they arrived.

Read the full piece on SportsPro.