03/18/2026
Two races into the 2026 Formula 1 season, one thing is clear: F1 remains one of the fastest-growing sports properties in the world. What was once seen as a niche luxury sport has evolved into a global platform spanning entertainment, hospitality, technology, lifestyle, fan experience, and storytelling.
As brands consider where and how to show up, Kelsey Schroeder (Managing Account Supervisor, Sports) shares SIX trends shaping the opportunity in F1 right now:
1️⃣ More brands are in the mix than ever before
2️⃣ F1 is no longer just racing — it’s a lifestyle platform
3️⃣ Audience growth is being driven by younger, female, and U.S. fans
4️⃣ Fan experience is now the activation
5️⃣ Broadcast is no longer linear — and that creates new opportunity
6️⃣ Creators continue to fuel growth and engagement
Formula 1’s momentum is not slowing down. For brands, the opportunity is bigger than sponsorship alone — it’s about finding the right role, the right audience, and the right activation strategy to break through in one of the most dynamic spaces in sports and culture today.
