Formula-1 is not just a car race, it has become a lifestyle brand: In 2018, F1 had 2 crore online followers, which increased 6 times in 8 years to 11.5 crore.

There was a time when Formula 1 was known as the fastest car race in the world. Its identity was the buzz of the engine on the track, the race for seconds and the technical ability of the drivers. But the game has changed rapidly in the last few years. Today Formula 1 is no longer just a motorsport, but has become a big global brand of glamour, entertainment and lifestyle. The biggest role behind this change has been played by the American media company Liberty Media. The company took control of Formula 1 in 2017 and has since completely reimagined the sport’s presentation, digital strategy and audience reach. The goal was clear – to present F1 not just as a race, but as a great entertainment show. Netflix’s web series “Drive to Survive” played an important role in accelerating this change. This series showed the world behind the races – the personal lives of the drivers, the competition between the teams, the strategy and the politics going on behind the scenes. This increased the audience engagement and people started taking interest in the stories of the drivers instead of just watching the race. Liberty Media made the strategy especially keeping in mind the youth and the new audience. Activity was increased on social media, short videos, gaming Content and digital interaction were promoted. F-1’s online followers have increased 6 times in 8 years. F-1 is also trying to reach out to children and teenagers in the future. The impact of this strategy is also visible on F-1’s earnings. The total earning of Formula 1 is estimated to be more than Rs 1.74 crore in 2025. Countries like China and Saudi Arabia are ready to pay huge amount for hosting this race. F-1 is no longer just a game of car companies. French luxury group LVMH has entered into a 10-year partnership with it, which shows that F-1 has now become a premium lifestyle platform. To strengthen its reach especially in the American market, Liberty Media has also bought MotoGP (bike racing). The plan is to make bike racing equally popular and profitable.

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