How Formula 1 is Capturing New Audiences Off the Track...
This year's F1 Monaco showed that race weekends are about more than just racing, they're global entertainment moments for brands to win new audiences.
Formula 1 is embracing culture in new and exciting ways, and it’s helping the sport reach a broader, more diverse audience. By expanding beyond just the race and creating a whole experience, F1 is creating new ways for fans especially younger ones to connect with the sport on and off the track.
A perfect example is Charles Leclerc and Ferrari dropping a capsule collection with a full blown fashion show last week ahead of race weekend. It showed a different side of Leclerc, offering a glimpse into Leclerc’s passion for fashion and revealing more about him as a person, not just a driver. Ferrari didn’t just use Leclerc as a face, they let him shape the narrative and design of the collection. In a sport where drivers often spend most of their time behind helmets, moments like these where they step into other worlds allow fans to form more meaningful, human connections with them.
“It was a unique opportunity for me to explore my creativity in a new way, beyond racing.”
Charles Leclerc
What did excite me the most at Monaco was seeing Santan Dave and Aston Martin partner to bring his annual Santan Cup over to Monaco. This partnership didn’t come out of nowhere, Dave and Aston Martin's relationship began back in 2021, when he unveiled the team's first modern-era Formula One car, then him and Stormzy shot the music video of their song “Clash” at the Aston Martin HQ. Since then, Dave’s been locked in with the brand bringing them closer to culture.
The Santan Cup had an All Star ensemble, bringing together a grassroots footballing community alongside some of the biggest names in music and football such as Patrice Evra, Taikola, John Lescott for a one-of-a-kind tournament. A cultural crossover, where football, music, and now Formula One collide in one of the most iconic sporting locations in the world, Monaco.
Luxury brands like Aston Martin, whose core audience sits at the upper echelon, still need to resonate with a younger generation—those who aspire to the lifestyle and status luxury represents, even if they’re not financially there yet. Dave speaks to that audience, being someone from humble beginnings, did well for himself and is now driving the hottest cars, makes that dream feel more attainable. He bridges the gap for Aston Martin and drives more brand awareness, cultural relevance, and moves followers from dreaming about purchasing to actual ownership.
These collaborations all prove my thesis, sport doesn’t exist in a vacuum. Today’s audience is multifaceted—they’re into music, fashion, tech, and more. The more cultural touchpoints you create, the more opportunities you have to meet people where they already are. That’s how you stay top of mind, build cultural relevance, and grow your audience.