Loud Thinking | Gen Z Girls Saved This Old Money Sport: They're Changing the Spectating Culture

Why are female audiences the biggest growth group among F1 fans?

On March 13, when the F1 Shanghai race was sweeping Chinese social media, a veteran sports marketing professional posted a moment on social media: “The logos are almost overflowing.”

China’s sports broadcasting rights have long been in a difficult position, but F1 has defied the trend to become an industry outlier. Car manufacturers behind the teams, sponsors from various industries, sports brands, and even brands unrelated to F1 are all eager to share in the F1 fever.

Inside Nanjing East Road subway station, a giant billboard of Red Bull Racing World Champion Verstappen invites passersby to “Cheers”; outside Hang Lung Plaza, a rolling electronic screen plays a promotional video of Ferrari driver Leclerc; the track access line 11 is decorated with racing-themed “Iron Iron”. Citizens and tourists may “accidentally meet” drivers at every corner — their images appear on streets, malls, and shops.

It’s as if the entire city of Shanghai has transformed into a giant F1-themed amusement park.

Inside and outside the race, young girls scream for their favorite drivers; middle-class families with children linger at the flag carnival games; of course, a significant proportion of male fans attracted by mechanical aesthetics remain. People from different circles gather, creating a chaotic yet harmonious atmosphere where everyone finds emotional value. This passion is clearly recorded in the official “battle report”: 230,000 spectators flooded into the Shanghai race, setting a new record since F1 China’s return to Shanghai.

Such scenes naturally raise curiosity: how did F1, once declining, manage to revive and become so popular again?

Survival in adversity: F1 sheds its old elite, old-money image

Rewind ten years:

A 2015 survey showed that the average age of global F1 viewers exceeded 40. At that time, this pinnacle of motorsport was always separated from young people by an invisible wall. This was closely related to the management philosophy of former boss Bernie Ecclestone, who led for 40 years.

Bernie Ecclestone

In the “Bernie era,” F1 was indifferent or even dismissive of social media and young audiences. Bernie publicly stated in 2014 that he had “no interest in Twitter or Facebook,” seeing no value in them, and believed catering to young fans was a waste of time because “young people don’t buy Rolex—they can’t afford it.” In his view, F1 should focus “on wealthy 70-year-olds.” This positioning as an “old-money” exclusive game, combined with resistance to digital transformation, caused F1 to fall behind the times: global TV ratings declined, the fan base aged rapidly, and sponsors began to withdraw.

It wasn’t until 2017, when Bernie left and Liberty Media took over F1, that things started to turn around.

The new owners’ approach was completely different. They valued the youth market and understood the importance of social media for sports. They realized they had to “capture young people before they decide which sports matter to them.” To appeal to modern young audiences, F1’s new management decided to turn each race into a grand show, not just a competition. This approach not only boosted the local economy but also created online buzz across different demographics, ultimately enhancing F1’s brand image.

F1 began fully embracing social media, opening official accounts on multiple platforms and actively engaging young fans. They partnered with brands like Disney and LEGO to attract young middle-class families gradually. Ironically, Bernie once mocked, “If you want to make money from kids, you might as well go to Disney.” Now, F1’s partnership with Disney helped it survive the crisis.

This series of efforts opened the door for new fans, lowering the average age of global viewers from 44 to 32. A milestone was the Netflix documentary “Drive to Survive,” which marked a significant shift.

Unlike traditional race-focused content, this documentary emphasizes emotional and dramatic perspectives, revealing behind-the-scenes stories, heartbreaks, and rivalries.

For example, the widely circulated episode “Man on Fire” covers the 2020 Bahrain Grand Prix, where Haas driver Romain Grosjean suffered a severe crash. The documentary shows the crash into the barriers, the flames engulfing the track, Grosjean’s struggle to escape the fire, and the reactions of everyone involved.

It also tracks Grosjean’s psychological struggles and his decision to leave F1 for safer IndyCar racing.

For a generation raised on reality shows, short videos, and idol culture, this is a perfect entry point — emotionally rich, easy to digest, and suitable for binge-watching. It’s like turning complex scientific papers into captivating art films.

Lowering the entry barrier not only reduced the average age of F1 viewers but also changed the fan structure. Among China’s 220 million F1 fans, women account for 47%, with over half having joined in the past five years. Even more surprisingly, the female proportion among 230,000 live spectators this year rose from 31% in 2024 to nearly 50%. This is not unique to China; globally, women make up 41% of F1’s 750 million fans, with a significant increase in young women aged 18-24.

If movies and social media are the gateways for young people to “get into” F1, how do young female audiences become the largest new demographic?

Fan iteration: from “silent minority” to “main force”

In fact, female fans have not only appeared recently.

Some have been quietly watching for over a decade or two. One female fan who has loved F1 for over 20 years recalls: “Around 2003, when CCTV5 broadcast F1, they still had refueling strategies. I loved analyzing each team’s tire strategies and the wheel-to-wheel overtakes — so exciting.” She likes Ferrari and the drivers, noting they all have distinct personalities.

But the real force pushing this group to the forefront is the new generation of young female fans.

They may not have experienced the “refueling era,” but they are redefining the viewing experience in Generation Z’s way. A young woman who just started working this year said: “I love the atmosphere of the F1 community, especially Verstappen. My favorite team is Red Bull. The environment is great, and the fans are generally very well-mannered.” These are her most vivid impressions from attending live.

The popularity of this year’s F1 China race confirms this new vitality. Tickets originally priced at 2,790 yuan were resold for nearly 20,000 — “that’s just for one day of the race.” A female fan said she paid extra for ticket scalping services. “On the plane to Shanghai, I felt at least half the people were there for F1, because everyone was wearing team gear.”

Financial independence and mature consumption habits make them willing to pay for their interests. This new wave of young women has created a new way of watching: from “just watching cars” to “watching people,” from “just racing” to “spending weekends,” transforming from simple spectating to immersive entertainment.

Veteran cross-category fans deeply feel this. Ghia Hong, a fan of both F1 and K-pop, vividly compares: “In the past, at F1 stands, people might have fought because McLaren beat Ferrari. But last year at Singapore GP, it was all about OOTD (outfit of the day), carefully curated looks, fan activities — very much like a K-pop concert.”

She describes the scene specifically: “Fans exchange friendship bracelets like tokens, coordinate outfits, wave handmade banners. The atmosphere is full of excitement and tension, like a concert. Outside the track, when drivers pass by, fans scream and cheer, just hoping for a wave or eye contact.”

This star-chasing mode closely resembles K-pop fandom behavior.

In K-pop fandoms, fans track every appearance of idols, edit videos, and create fan content — F1’s new fans do the same: tracking driver performances, radio communications, making short videos, and engaging actively on social media. As one fan said, “F1 is a group of handsome guys under high pressure, with complex relationships among them.”

Ghia Hong further describes the similarity: “It’s very much like watching NCT 127 in Indonesia. Fans wear official merchandise from head to toe, all Ferrari or Red Bull. From immersive photo-taking to shopping for merch, the atmosphere is like a K-pop tour.” Even the online ecosystem mirrors this: fans build data sites, edit photos, and flood social media with praise during race weekends — a “standardized” fan culture being fully replicated at F1.

This “K-popization” of F1 fandom has even spawned new star-adoration terms. Driver pairings have nicknames — “Lestappen” (Leclerc and Verstappen) — with nearly 50,000 fan fiction works on the largest fan fiction site. Fans analyze driver interactions like idol group variety shows, using terms like “family vibe” and “maknae” (youngest member). On social media, drivers’ off-track images — gaming streams, funny videos — turn them into distinctive personalities, attracting large audiences. “What initially drew me in wasn’t the racing, but the content,” recalls a fan. “The interactions between Carlos and Lando (McLaren teammates), that chaotic vibe, really hooked me.”

In this emotional logic, the 20 drivers on the track are like 20 idols in the hearts of new fans. F1 is no longer just a racing sport but an experience, a fan ecosystem, a place to invest emotion like idol fandom.

Industry transformation: from track to grandstand, a comprehensive shift

The rise of female fans has expanded the F1 fan base and increased its commercial value. According to official data, F1’s total revenue will reach $3.9 billion in 2025, with sponsorship income exceeding $800 million. Since Liberty Media’s acquisition in 2017, F1’s valuation has risen from $8 billion to over $20 billion.

Such healthy financial results have prompted organizers, sponsors, and brands to consider: how should this sport respond as more women appear in the stands?

The most direct response is inside the race.

During this year’s Chinese GP, F1 Academy (F1’s all-female driver series) held its season opener in Shanghai alongside the Chinese Grand Prix. This series, featuring only female drivers, aims to create a clear pathway for young women into top-tier motorsport. Chinese driver Shi Wei (Iron Bean) participated as a guest driver, incorporating elements like qipao and blue-and-white porcelain into her racing suit, creating a “Chinese style.” “I even saw someone holding my avatar and a cheering flag. At that moment, I felt it was truly worth doing,” Shi Wei said.

F1 Academy CEO Susie Wolff stated: “The existence of F1 Academy challenges the notion that this is a male-dominated world. As a sport, we should thank our young new audience and the many female fans, because when I was racing, these didn’t exist yet.” In fact, F1 Academy has become an important entry point for attracting female viewers: in the 2025 global fan survey, 42% of female fans said they follow F1 Academy, making it the second most popular series after the main F1 race.

Meanwhile, changes on the track extend beyond the race itself.

Brands are actively adjusting: this year, Sephora became an official partner of F1 Academy, setting up a “Glam Bar” in the paddock club to offer beauty services. Beauty and racing may seem worlds apart, but as Spanish driver Natalia Granada said, “Both are about confidence and self-expression.” Charlotte Tilbury became the first beauty brand to partner with F1 Academy, and Wella launched branded race cars. The beauty industry’s entry into this once “male-only” arena reflects the commercial potential driven by the surge in female viewers.

This commercial potential is translating into real sponsorship deals. Nielsen Sports data shows that the average sponsorship value per team has increased from $2.87 million in 2019 to $5.08 million in 2024. Fast-moving consumer goods giants are rushing in: in 2026, Pepsi will become F1’s official partner for the first time, with a deal lasting until 2030; Nestlé’s KitKat is the official chocolate partner for the full season, called “the biggest global brand partnership to date”; LVMH signed a 10-year, over $1 billion global partnership, replacing Rolex as the official watch partner.

Business monetization also extends to driver merchandise and related products.

Drivers and their partners are becoming independent commercial IPs: VIP Grinders estimates that Verstappen’s partner Kelly Piquet’s annual Instagram income could reach €510,000, while Leclerc’s partner Alexandra Saint Mullo’s is about €390,000, mainly from collaborations with LVMH and fashion brands. Seven-time world champion Lewis Hamilton earns up to $65 million annually, with most income from endorsements, and his personal fashion brand and collaborations benefit from his large female fan base.

In media rights, the growth of female fans has become a bargaining chip for platforms competing for race broadcasts. Tencent renewed its F1 broadcast rights in China in 2025, attracted by F1’s explosive growth in China — the official F1 social media followers have surpassed 114 million, a fivefold increase since 2018; on domestic Chinese platforms, F1 fans increased by 35% compared to 2024.

Deeper changes are happening in interaction methods.

Teams realize that to attract new generations of fans, they must abandon traditional preachy approaches. “Our reference framework has completely changed. Five years ago, no one suggested we make ‘mean girls’ style short videos or quote ‘Pride and Prejudice.’ But now, that’s what resonates,” said a Mercedes spokesperson. “There’s no room for insincerity. Modern fans can smell it from a mile away,” explained Communications Director Rod. This fan-first approach extends to platform-specific storytelling, like giving Russell his “mini microphone” interview series or letting Bottas fully showcase his unfiltered personality in short videos.

From talent development on the track to brand collaborations off the track, to content dialogue — F1 is responding with a comprehensive “combo punch” to its increasingly female audience.

Sports insights: women are reshaping viewing culture

When we look beyond the track, we see this female-driven change in sports viewing culture unfolding across various sports.

In football, female fans are also driving similar shifts. A female fan of Shanghai Shenhua observed: “We have a ‘Women’s Battle Group’ in our fan club. Over the past two seasons, more women have joined.” She believes that increasing female fans enriches the stadium culture.

But she admits that club-led initiatives are still limited. The real push comes from the fans themselves. Before Women’s Day this year, Shenhua’s female fan group “The MOXIE Girls” set up sanitary product exchange boxes in some women’s restrooms at Shanghai Stadium. They said club staff and stadium authorities took it seriously and supported it.

Japanese media also reported similar phenomena during WTT table tennis matches. A female fan supporting Wang Manyu brought her own cheering kit, met with “fellow fans” she connected with online, and watched the match together. “Supporting my favorite player expanded my social circle,” the report said.

Even at the grassroots level, social connections born through sports are happening. A woman who started playing badminton after a few years of work now plays three to four times a week. What keeps her going is not just the joy of the sport but the friends she’s made on the court. “I feel very touched because I met like-minded friends through badminton, and we’ve gone from teammates to real friends in life.”

All these stories point to the same conclusion: as more women appear in the stands, they seek more than just victory or defeat — they want a “connected” experience related to the sport and the community.

In the social media era, fans are rewriting participation rules in their own ways.

Overseas blogger Jess Medland created a widely circulated short video: she frowns at her laptop, with the caption “DTS fans are ruining F1”; she closes the laptop in disbelief. The next shot shows her from different angles, looking exhausted and fed up, with the caption “I’ve watched F1 for decades, you’re not a real fan.” She closes the laptop again. The final shot: she buries her face in her hands, shaking her head. The caption reads “Girls only like F1 because of the handsome young drivers.” She slams the laptop shut and walks away.

Interestingly, Jess Medland, the creator and star of this video, is a senior producer at Sky Sports F1. This detail reveals an awkward truth: even within the fan community, women still face doubts about “authenticity.” But this skepticism is also being gradually dissolved by new fan cultures.

Regarding gender differences among sports fans, a female Shenhua fan offers insight: “Male fans can be rational or very passionate. They focus on tactics, formations, substitutions, positioning — sometimes they get carried away. Female fans tend to be more stable, more restrained emotionally, but our cheering power on the stands is no less.” As for how they like players, she says: “Women fans care more about attitude, character, and details. For example, respecting fans, high soccer IQ, not losing temper after a loss — these are what really move us.”

When women show similar viewing preferences across different sports, it prompts us to ask: what does this really mean?

Conclusion: sports make women seen

Perhaps this is the deeper significance of sports for women. It’s not just about excitement and emotional value; it’s also about providing a space to “be oneself.”

In a strange city, wearing the same jersey, you can high-five strangers; on a quiet weekend, watching a game can lead to new friendships. Amidst a life filled with various identities, sports offer an outlet rooted only in “liking” — a shared experience.

One F1 fan said that she has more topics with friends made through the sport than with colleagues or classmates. Because colleagues talk about work, classmates about the past, but these friends talk about what they love together — it’s happening, it excites, and it makes you look forward to it a week in advance.

Shi Wei, when talking about female drivers, mentioned her idol — rally legend Michelle Mouton. The only woman to win a WRC stage and runner-up in the season, Michelle inspired many like Shi Wei. They believe gender is never a barrier for women in racing; it’s something to be broken.

Their motivation comes from a strong internal drive. Shi Wei wants to break not only records but also the barriers within motorsport. Her idol Mouton once said, “Cars don’t know gender, but rules need to see gender.” “Women drivers face many obstacles beyond ability — from seat belts to pedals, often designed around male drivers.” When sitting in an unmodified racing car, Shi Wei finds it hard to fully press the brake because her foot is only size 36.

Now, Shi Wei actively participates in car modifications, communicates with teams and manufacturers, and advocates ergonomic designs for women drivers. She believes small adjustments can open the door for more girls to race.

A female Shenhua fan might sum it up: “Sports can make women seen: that women understand football, cheer on stands, and are an important part of fan culture. Love for sports is gender-neutral. Being brave to express, to persist, to stand up for what you like — that’s the best power sports give women. On and off the stands, we can all have strong bodies, independent personalities, fighting spirits, free will, clear direction, and courage to act.”

Perhaps that is the most fundamental meaning of sports: it gives people who might never meet a reason to connect. It turns “liking” into a shared experience. As women begin to rewrite fan culture in their own way, they are not only changing the scenery on the stands but also transforming the most essential way sports connect with people.

The answer may not be on the track itself, but in the people connected because of the track.

Editor: Feng Xiao