Technology Accelerates Formula 1’s Quest to Grow its Global Brand

Formula 1 (F1) combines state-of-the-art technology with brilliant storytelling and media innovation to strengthen its global brand. 

The main driving force behind its success has been the use of digital platforms, partnerships with the betting industry and broadcasting innovations. 

Social Media is the Engine of Fan Growth

F1's social media growth has been remarkable. The series has focused keenly on growing its digital presence, and this year has been a success story.

Its social media following increased by 107 million in 2025, a 21 percent year-over-year rise and a considerable jump from 18 million in 2018.

This growth has been driven by F1's ability to package its content in a way that appeals to younger audiences.

F1 makes race highlights available on YouTube, which young people love. The latest Australian Grand Prix showreel recorded 13 million views in a single week.

The series has consolidated its social media presence through activations on TikTok, Instagram and Facebook, including LEGO driver parades, celebrity integrations and more.

F1 recently held an anniversary celebration at the O2 Arena in London, F1 75 Live, as the series capitalised on its digital reach to put on a live spectacle. 

Over 16,000 fans packed the Arena, with 7.5 million more tuning in across social platforms, making it one of the most successful livestreams in the sport's history.

F1's official mobile application and website has registered a 17% increase in content views. Fans are watching the race, analysing, debating and reliving the action across multiple screens.

This focus on tech has helped nurture a younger and more diverse audience. Around 43% of F1 fans are now under 35, and female representation has increased to 42%.

F1 previously struggled to connect with new demographics, but social media has changed the narrative.

Betting - A Controversial but Growing Frontier

F1 has also embraced technology in the betting industry by formally agreeing a partnership with ALT Sports Data to become an official betting data supplier.

This move provides bettors with predictive analytics, live markets and innovative wagering formats, making every turn, lap, pit stop and overtake a potential betting opportunity. 

Emily Prazer, Chief Commercial Officer of F1, believes that betting is an increasingly important part of the motorsport experience. 

Fans can now also wager on F1 the same way they do in football or basketball markets, thanks to accurate data that flows into licensed betting platforms. 

Punters can wager on F1 events such as the Bahrain Grand Prix, by leveraging information from ALT Sports Data to inform their decisions.

Many Bahrain sports betting sites now offer extensive coverage of F1, highlighting the popularity of global motorsports series.

The growth of betting in the Middle East also indicates a shift in trends. The region has traditionally taken a hardline stance against gambling due to religious and cultural conservatism, but attitudes are changing. 

Many Middle Eastern countries are looking for new economic streams, and betting is a viable strategy. With F1 present in Bahrain, Qatar, Saudi Arabia and Abu Dhabi, this associated activity is being normalised in the region.

If F1 can carefully frame betting within regulated and responsible channels, the sport can engage several markets where the practice was previously impossible.

F1 can also show the world how to introduce betting into culturally complex markets.

Broadcasting Helps to Reinvent the Viewing Experience

Despite all the digital progress, television is still a key player in F1's reach. All but one of this season’s races have recorded year-on-year growth in live viewership. 

The season-opener in Australia drew over 60 million cumulative viewers. 

F1 previously struggle to crack the United States (US) market, but live viewership is up 23% compared to 2024, as ESPN reported record-breaking audiences for multiple races. Viewers between the ages of 18 and 49 are driving the increase. 

Netflix's 'Drive to Survive' and 'F1 The Movie' demonstrate the importance of cross-media storytelling. These have helped to funnel new fans to check out live broadcasts.

More importantly, F1 has signed long-term broadcast deals in key territories, including Tencent in China, Bell Media in Canada, and Globo in Brazil.

These deals will give the sport continuity and demonstrate that these countries are confident that F1 can continue to improve its broadcast.

Technology also plays a crucial role here, with augmented reality overlays, onboard cameras and data-driven graphics providing special insight into race strategies and driver performance.

F1 is also trying new, exciting ventures, like a personalised digital feed, where fans can watch the race from their favourite driver's perspective.

The sport already has a fanbase of 827 million people and counting. F1 is now combining traditional television with modern digital innovations to capture die-hard fans and the Netflix generation.