TV Audience


fans projected to reach in 2023


Tv Advertising Value for F1’s partners.

23 Races in 10 countries across 5 continents

Reach and Frequency:
In comparison to other worldwide sports (Olympics, FIFA World Cup, UEFA, Champions League) Formula One has a unique proposition of reach, frequency and fanbase:

  • Frequency: Full Season/year (10 months)

  • Host Venues: Global (20+ markets)

  • Reach & Popularity: More than 500M fans

  • Duration: 23 Races in 10 countries across 5 continents

Benchmarking Innovations

For 72 years F1 has been at the forefront of engineering innovation and pioneering technologies that have been widely adopted by the global transport sector.

Intense competition on track and the relentless pursuit for improved performance are the driving forces behind F1’s success.

F1 is collaborating with the energy and automotive sectors to be part of the solutions which will play a critical role in the future of mobility - from sustainable fuels to electric vehicle technologies.


F1 Race Calendar 2023

23 Grand Prix around the world


Building the sport around the fans. They have created a number of new opportunities for brand partners to connect with racing enthusiasts.


Netflix Series – Drive to Survive

#1 spot in 27 markets.
64% of viewer watched 12 or more races in 2020

Season 5 just launched


At-Track-Fan-Zone as an adrenaline fuelled experience

Grand total of 5.5M race spectators.
31% increase from 4.2M in 2019


New Race Venues – Las Vegas

New venue in one of the most famous cities in the world.
Brings with it a lot of recordbreaking potential


Digital Platforms became more relevant

F1 Apps have seen 80% YOY increase & 1300% Jump from 2020


City Centre Fan Festival

Every race is a festival of entertainment


Grand Prix concerts

Following the race days, various music stars perform, give a concert and make the F1 even more of a special experience



76M fans have played the F1 Esports series in the past 12 months.

Through the official F1 Social Meida accounts, 458M (increasing by 97%) impressions and 41M video views (increasing by 71%) were generated.



Influencers and celebrities from all over the world and all sectors meet. With additional high-reach drivers such as Lewis Hamilton or Max Verstappen

  • 120M

    Engagements across all F1 Teams

  • Ø33.3K

    Engagements per Post on

  • #1

    in social media growth vs other annual sporting series

The growing interest in Formula One is also reflected in the digital media.

2022 attendance records

+5.5 M Grand Prix attendees

World Class Athletes

Showcasing the personalities of those behind the wheel more than ever:

The 13th edition of SportsPro’s 50 Most Marketable (50MM) Athletes list features more Formula One drivers than ever before.

No longer hidden behind race helmets, more and more of the racers are becoming household names, which is by the fact that five drivers make this year’s 50MM list.


Mercedes AMG Petronas F1

Lewis Hamilton

3rd with a scope of 64.58

Scuderia Ferrari

Charles Leclerc

Oracle Red Bull Racing

Max Verstappen

Mercedes AMG Petronas F1

George Russell

Oracle Red Bull Racing

Sergio Pérez

Do you want to learn more about the potential of the Formula One?

Get in touch!


Extensive Global Media Coverage

  • 92M Average TV viewers per GP (2022)

  • 1.55BN Annual cumulative
    TV audience

  • 5.5M At-track attendance in 2022

  • Fast growing Major sport (+99% engagement in 2020)

  • 50M Followers across official social plattforms

  • 4.9BN Video views across F1.com, the F1 app and social media (+47% in 2020)

  • 1.3BN Annual page views for the official F1 website & app

  • 291M Impressions & 24M views for esports Pro Series (c. 80% aged <35)

  • #1 on Netflix - Drive to Survive season 2021 reached the Netflix #1 spot in 27 markets

The perfect match for the race track

In a new worldwide approach, many F1 stakeholders, rightsholders and teams work together with international sports marketing agency SPORTFIVE to position the F1 brand on a global scale through targeted partnerships and activations.
In addition, SPORTFIVE offers interested businesses a wide range of sports marketing assets that can be realised in connection with a wide range of partnership opportunities within the complicated F1 ecosystem.

SPORTFIVE are perfectly placed to present the sport, the stakeholders, the entry points, data and values which present a strong opportunity for growth in a competitive global brand marketplace.

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