What is the key to F1's success with female fans?

LAS VEGAS At Denver Airport's gate C60, a middle-aged woman sporting a Ferrari cap unexpectedly shaped the start of my weekend. While discussing the quirks of Southwest Airlines seating, her husband was asked by a fellow traveler which driver he was supporting for the Las Vegas Grand Prix, the high-profile Formula One race attracting most of the passengers around us. Shes obsessed with it. I got into it through her, he explained, nodding toward his wife. She quickly jumped in, introducing herself as Carol and sharing that this was her fifth Grand Prix. Her loyalty to Ferrari was clear, and Lewis Hamilton was her favorite driver, her admiration apparent in the way she pronounced his name. She encouraged me to embrace the Ferrari fandom. With fast cars, attractive drivers, and iconic red uniforms, why not? Having a casual interest from watching 2025s F1: The Movie starring Brad Pitt, I figured I could become a Ferrari fan. I also knew that F1 enjoys a significant female fanbase.

Arriving in Las Vegas, I anticipated connecting with knowledgeable fans to guide me through the sport, starting with Carol even before landing. According to the 2025 Global F1 Fan Survey, under-35 and female viewership has grown over 50% in the past five years, driven by rising popularity in the U.S. and China. Women fans now make up 41% of the audience, up from 37% in 2018, with the fastest-growing segment being women aged 16 to 24. Other major sports leagues are eager to replicate this model. Many women I met credited Netflix's Drive to Survive for sparking their interest by transforming F1 athletes into compelling personalities, highlighting their skills, relationships, and off-track antics.

F1 offers layers to explore engineering, marketing, or the drama and glamour, said Alexandra Zigrang, founder of Off To The Races, a travel company organizing F1 trips. Fans can engage however they like. That flexibility is appealing, especially to women.

Whether its a drivers charisma, the luxurious lifestyle of their partners, or the dramatic television storylines, fans can find their entry point. The spectacle extends beyond the track: visiting the host city, enjoying gourmet meals, and spotting celebrities like Beyonc, who made headlines with her F1 attire, are all part of the allure. F1 has been a pioneer in embracing female fans by blending athleticism with glamour.

After checking into the Aria Resort & Casino, I splurged on a Ferrari coat at a pop-up store to combat the cool November desert air. I felt a rush of allegiance akin to joining a sorority in college. I pledged my support to Ferrari and decided to root for Charles Leclerc, whose resemblance to Timothe Chalamet made him an appealing choice over the obvious favorite, Hamilton.

Interacting with young female fans revealed a mix of enthusiasm and knowledge. Katie Lockhart, a journalist and content creator experienced with F1 events, explained the intricacies of car engineering and tire performance without condescension, affirming that admiring drivers appearances is part of fandom. Other fans shared Pinterest boards of drivers like Fernando Alonso and debated personalities and relationships as passionately as any reality TV discussion.

Unlike other sports where fandom is inherited or locally influenced, F1 is global. Teams are based in the UK and Italy, owned by brands like Ferrari, Mercedes, McLaren, and Red Bull, and fans must carve their own paths into the sport. With only 20 drivers across 10 teams, learning the roster is manageable, almost like following a TV series. I found myself visiting Leclercs Wikipedia page repeatedly over a few days.

Zigrang observed that female fans were fueling F1s online presence but often accompanied by male counterparts at races. To foster female-focused communities, she created Off To The Races, organizing trips for women to events in cities like Las Vegas, Miami, Abu Dhabi, and Monaco. These trips include trendy dining, cultural experiences, and wellness activities. Most participants travel solo, connecting through WhatsApp groups before race weekends, quickly forming tight-knit communities.

The Las Vegas Grand Prix itself blends luxury and spectacle. I attended the Bellagio Fountain Clubs temporary setup, where top chefs prepared gourmet meals for guests overlooking the track. Across 72 hours, I experienced caviar tacos, lobster croquettes, and Ferrari-themed desserts, all paired with luxury branding and the unmistakable aroma of burning rubber. The combination of high-end indulgence and adrenaline-filled racing is central to F1s charm.

Throughout the practice, qualifying, and Grand Prix events, I immersed myself fully in the experience. Celebrity sightings and influencer presence are now standard at F1, broadening the sports audience and reshaping fan perception. Initiatives like Ayan Broomfields Ayans Aces also promote diversity and inclusion, encouraging more women and women of color to engage with the sport.

Marissa Tandon, a content creator and longtime F1 fan, emphasized that social media and series like Drive to Survive have made the female fanbase more visible globally. She advocates for greater recognition of female racers through initiatives like F1 Academy, highlighting the importance of representation both on and off the track.

At the final moments of the Las Vegas Grand Prix, I joined other journalists for a close-up view of the podium arrival in a pink Lego Cadillac. Nearby, teenagers, including a young girl, watched intently, absorbing the F1 language and traditions. Now part of the F1 sisterhood, I feel compelled to share this thrilling world of fast cars, striking drivers, and unparalleled luxury with other women, encouraging them to discover the excitement for themselves.

Analysis: The Growing Influence of Female Fans in Formula 1

The Las Vegas Grand Prix illustrates a clear shift in Formula 1's fan demographics, with women now representing 41% of the global audience, up from 37% in 2018. This increase, particularly among younger fans aged 16 to 24, reflects the sport's deliberate efforts to engage new audiences through media like Netflix's Drive to Survive and social media visibility.

Female engagement in F1 goes beyond passive viewership. Fans are drawn by multiple facets of the sport—driver personalities, engineering insights, luxury experiences, and social events. The creation of female-focused travel communities, such as Off To The Races, demonstrates how structured experiences can foster strong connections and sustained interest among women attending races worldwide.

Events like the Las Vegas Grand Prix showcase F1’s combination of high-speed racing, celebrity culture, and luxury hospitality. These elements create entry points for diverse audiences, reinforcing the sport’s global appeal. Programs promoting diversity and inclusion, including Ayan Broomfield’s initiatives and F1 Academy, highlight ongoing efforts to make the sport accessible and representative.

In short, the evolution of F1 fandom demonstrates that modern sports success increasingly depends on appealing to multifaceted audiences. Female fans are no longer a niche segment—they are shaping the sport’s culture, online presence, and market strategy, signaling a permanent shift in how Formula 1 connects with its global community.

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• What’s the secret to F1’s success with the girlies?