Formula 1: Just A Sport, or A Global Brand Universe?

If I ask you, what is Formula 1? Most people would probably say an extreme sport but F1 is way bigger than it seems.

Formula 1 is more than just a sport; it has evolved into a brand thanks to:

• Its global awareness
  
• Its integrated marketing communications
  
• Its accessibility

F1 has existed since 1900s, but it didn’t have the same brand power back then. F1 was
always a high-class worldwide racing series, but it didn’t have that much brand awareness. So what changed? Its approach to the Marketing Mix.

From Traditional to Modern Approach

Marketing Mix — the 4Ps: Product, Price, Place, and Promotion have changed over the years. F1’s approach to these four elements has transformed the sport from just a racing
competition into a global brand experience that includes sponsorships and partnerships such as Netflix documentary or F1 Movie.

These changes could be explained with transformation of Marketing Mix over the years from traditional approach to modern approach. 4Ps are becoming insufficient to cover all aspects of marketing. That’s why Modern Marketing Mix has come.

Product – Beyond the Cars

While the technology of cars or the drivers used to be considered the "product," today
concept of product is much broader. Sponsorships on the racing car, digital contents, and partnerships with other brands have transformed F1 from just a car race. This
transformation reflects a complete redefinition of the product concept, and F1 has
successfully created a massive brand universe for itself.

• In the early days of Formula 1, cars did not have any sponsorships. In the last 5 years, the number of sponsorships has reached almost 50 brands.

Price – Experience of the Value

Alongside the redefined product concept, yet still reinforced by it, F1’s approach to “price” concept has transformed. In the past, the pricing approach of the races relied mainly on ticket sales and broadcasting rights, whereas today it is driven by VIP packages, hospitality packages and dynamic ticket pricing.

• Hospitality packages cost approximately $5.000 per person, which means $250
  million for 50.000 people who enjoy luxury sport experience. This multi-layer pricing approach diversifies revenue of F1.

Place - Accessibility Matters

The biggest change has happened in the “place” concept. While races used to be held in a limited number of European cities for just F1 enthusiasts and wealthy people, they spread F1 spirit across the globe. Digital transformation has a huge impact on the concept of place through improved accessibility. In today’s world, everyone can access not only the races but also the F1 universe with their mobile devices. This accessibility allows the young generation to get involved in the F1 community and helps create brand awareness from young age.

For instance:

• According to S&P Global, average viewership grew from around 500,000 to 1.2 million from 2018 to 2022.
• According to Nielsen data, F1 has almost 1 billion fans all over the world.
• F1 has published “F1 Kids” program, designed to engage children with races using
  graphics and gamification.

Promotion – The Power of Integration

Last but not least, they have changed their approach to the “promotion” concept.
Promotion used to rely on TV ads, press releases and old-fashioned media collaborations. Now, F1’s promotion approach has been empowered by social media campaigns, sponsorships and partnership with other brands such as Netflix, Apple, Warner Bros, Lego, EA Sports etc. At the same time, F1 drivers interacting with people demonstrates an interactive marketing approach. This approach turns F1 into not just a sport, but a global entertainment brand.

• Netflix series Drive to Survive positioned F1 as a “reality-entertainment” show and
gained attention from outside the core F1 fan.
• Apple & Warner Bros collaborated with F1, gaining visibility in Hollywood and take
place in the popular culture.
• Lego & EA Sports have created F1 awareness for their young audience by
gamification.

These partnerships show that F1 is not just trying to be visible. Instead, it seeks to create
cultural integration through its global brand experience.

What’s Next?

Integrating a sport that exists in such a niche area and doesn’t appeal to everyone into
people’s lives is a significant achievement and it is a blueprint for sports marketing. Today, at least among younger generations, there are many people who, even if they are not F1 enthusiasts, have interacted with the world of F1.

This highlights how F1 demonstrates the brand’s success. So, why shouldn’t other sports
create a strong brand identity like F1?

There are some key lessons for the other sport areas:

• Accessibility for All Ages: Integrating into children’s world from an early age may
  help create the fan base of the future.
• Global Brand Awareness: Partnerships with media and beloved brands represent
  key milestones in the journey toward global brand recognition.
• Integration of Multi-Channel Sources: Creating strong digital image and integration with multi-channels has increased brand awareness.

Sources

• O’Sullivan, J. P., & Johnson, M. (2025). Formula One revenue up 5.9% in 2024 as focus shifts to U.S. rights renewal. S&P Global.
• Brown, M. (2025). Data From Nielsen Sports Shows F1 Fandom Surging As 2025
  Season Gets Underway. Forbes.
• Crothers, A. (2021). Driving results: How Formula 1 is reshaping the fan experience in the digital world.
• Brand Vision Insights. (2024). A 2024 Overview of the Formula One Marketing Strategy.