F1 in numbers
The 2025 season in numbers
Formula 1’s global audience continues to grow, attracting younger fans and more women, alongside record attendance at race weekends.
827m
fans worldwide, up 12% on 2024 and 63% since 2018
6.7m
combined attendance across the season, the highest total on record
24
Grands Prix across five continents
42%
of the global fanbase are women, up from 37% in 2018
57%
of new fans in 2025 were under 35
350+
team and championship partners across Formula 1 in 2025
What fans think
A passionate audience. Receptive to brands.
The 2025 Global F1 Fan Survey gathered more than 100,000 responses across 186 countries. It reveals a committed audience that values sponsors and is more likely to consider their products.
76%
say sponsorship contributes greatly to Formula 1’s success
35%
think more highly of companies that sponsor or support Formula 1
33%
are more likely to consider buying from companies involved in Formula 1
40%
of Gen Z respondents are more likely to consider a sponsor’s product
94%
expect to follow Formula 1 in five years’ time
61%
engage with Formula 1 content daily
The survey captures the views of self-selected, highly engaged fans, rather than a representative sample of the entire Formula 1 audience.
Source: 2025 Global F1 Fan Survey, Formula 1 and Motorsport Network ↗
1. Global reach, local relevance
A worldwide audience and international race calendar give brands a platform for global campaigns, supported by local activity in priority markets.
2. Hospitality that builds relationships
Grand Prix experiences create valuable time with customers, prospects and decision-makers, combining the excitement of racing with meaningful business conversations.
3. A powerful business network
Formula 1 brings together leading businesses across industries, creating opportunities for introductions, collaboration and commercial partnerships.
4. Innovation in action
From engineering and materials to data, AI and cybersecurity, Formula 1 gives technical partners a demanding environment in which to demonstrate their capabilities.
5. Stories that create connection
Human drama, sporting ambition and extraordinary personalities give brands compelling stories to tell, connecting with audiences through the emotion and excitement of racing.
6. A platform for diverse brands
From fashion and consumer goods to financial services and technology, brands can build relevant programmes around their audiences, products and ambitions.
Industry perspectives
Why marketing leaders choose Formula 1
Perspectives from Cognizant, Oracle, AMD and AWS on global reach, customer engagement, technology storytelling and brand exposure.
When you look at our criteria, global reach, sophisticated client activation and tech-centricity, Formula 1 is perfect across all three.
Gaurav Chand
Chief Marketing Officer
As the popularity of F1 grows, we have the chance to reach a huge audience that cares about the impact technology has on their favourite teams.
Ariel Kelman
Chief Marketing Officer
On broadcast brand exposure alone, AMD has seen a 14.5x return on investment, and it is not the only way to justify our sponsorship budgets.
John Taylor
Chief Marketing Officer
No other sport has been as dynamic in its evolution and embrace of new technologies.
Rachel Thornton
VP, Worldwide Marketing
Source: Forbes, Why tech marketing leaders are racing to sponsor Formula 1 ↗
Next step
What could Formula 1 do for your brand?
The opportunity is global. The right approach is specific to you. We help you identify where Formula 1 fits your objectives and build a partnership designed to deliver against them.
Not sure where to start? Our 30-day Strategy Sprint gives you a clear, objective view of the opportunity before you commit.
FAQ
Frequently asked questions about F1 sponsorship
Is Formula 1 only for big brands?
No. Challenger brands can participate through targeted partnerships, hospitality, content and business programmes, alongside the sport’s global sponsors. The right approach depends on your objectives, audience and available budget. Explore our work for examples.
Do fans really notice sponsors?
Yes. In the 2025 Global F1 Fan Survey, 76% of fans said sponsorship contributes greatly to Formula 1’s success, and a third said they are more likely to consider buying from companies involved in the sport. And it’s not only fans. Customers, prospects and employees notice too.
How do we know if F1 is right for our brand?
Start with your business objectives, target audiences and budget. Our 30-day Strategy Sprint assesses where Formula 1 or another motorsport partnership could support those priorities and recommends an approach. If sponsorship is not the right fit, we will say so.
Can we get involved without sponsoring a team?
Yes. Many brands get involved through race hospitality, guest programmes and event partnerships, including our own Driver Lounge at the Italian Grand Prix. See our events and hospitality services.
Explore Sebadore
Talk to the founders
Tell us what you’re considering. Rich or James will come back to you personally within one working day.
Or call +44 (0) 7793 084605