Octagon Launches Global Research Study On The New F1 Fan Culture and Behaviours

Some attribute it to “Drive To Survive”. Some, Lewis Hamilton’s fits. Or, maybe it was simply about time for Formula 1 to expand its traditional core audience from rich, male petrol heads to encompass younger and more diverse audiences.

This new generation of F1 fans is what Octagon are here to explore – because they are the ones shaping the future of the sport, and therefore, present either a huge untapped opportunity for brands who operate, or want to operate, in this space.

For them, guest passes to Paddock Club or logo- covered cars aren’t the best ways to reach or cater effectively for this audience. With the general cultural convergence shaping their lives, interests and consumption, sports fandom has merged with fashion, music, art and gaming like never before. And, while football probably paved the way, other, slightly more traditional sports have followed suit – such as F1. The entry points to it are not TV or race tracks anymore – nor solely related to performance and competition – but new fans are coming in through TikTok influencers, music, Fashion Weeks, memes, gaming... you name it.

With this study, Octagon shines a light on what this next generation of F1 fans want and need – and thus, what the new wave of brand activations and sponsorship ideas in F1 could/should look like.

With B2B investment hitting critical mass (there are almost 70 tech companies involved in F1 alone), finding a way to service the wider B2C audience with compelling and authentic creative ideas is the key to taking F1 partnerships to the next level.

Read the full study here.