Shift happens; brands and evolving sports fandoms

Formula 1: Drive to Survive season seven premiered on Netflix last month, offering fans an in-depth look at the latest lap of the globe's biggest motorsport series. 

With a compelling mix of drama, behind-the-scenes access and insights into the personalities of the drivers, the show continues to provide an accessible look at previously 'off-limits' parts of the sport.

It’s [the] different takes on an established sport which have accelerated the adoption by new audiences, and allowed brands to be part of their experience. 

The idea that only affluent men follow F1 is becoming increasingly dated, with women now accounting for over a third of the total engagement base. Similar trends can be observed in football and rugby, heralding a new era of diversification.

Above: The Netflix show Drive to Survive has seen more women take an interest in Formula 1.

Shows like Drive to Survive and trends such as #Girlslikef1 on TikTok are helping to bring a more human interest and cross-cultural elements to F1. It’s these different takes on an established sport which have accelerated the adoption by new audiences, and allowed brands to be part of their experience. 

As this cultural cross-over continues to shake up the gender balance in traditional sports fandom, how can brands leverage the opportunities these more diverse audiences offer?

Above: Programmes like Drive to Survive and social media trends like #Girlslikef1 are helping to bring more human interest and cross-cultural elements to F1.

Meeting new expectations

These shifts in audience demographics present a valuable opportunity for brands, but success will depend on a deep understanding of these new fan segments, and the differences between them – their interests, expectations and priorities. 

Gen Z women are at the forefront of this change, with two-thirds (66%) now actively engaging with sports. As the engagement gap between their male counterparts continues to shrink, brands must evolve their strategies accordingly to stay relevant.

As more women engage with sports, brands need to ensure they find ways to connect that seem natural in content, style and format.

It’s also important to recognise that new fans often have different expectations when it comes to live sports content and the role brands play within it. With many connecting with the sport not on the track or pitch, but through social content or entertainment, they may prioritise storytelling, behind-the-scenes access or cultural connections over traditional coverage. Brands should embrace this shift and ensure that first-time fans have meaningful, memorable experiences regardless of where they choose to engage at the intersection of sport, culture and entertainment.

Above all, authenticity is key. As more women engage with sports, brands need to ensure they find ways to connect that seem natural in content, style and format, acknowledging that some of the conversations are likely to be very different from those of male audiences, and take place on different platforms.

Above: Social media and platforms like TikTok are where many new sports fans interact with their sport of choice. 

Showcasing the human factor

While traditional sports audiences have often focused primarily on performance, the growing diversity of fans creates opportunities for broader collaborations that go beyond wins and losses. By tapping into the human-interest side of sports, brands can give athletes, teams and fans a more central role in their campaigns, fostering deeper emotional connections. 

This is an opportunity to leverage the influence of sports stars – such as rugby ace Ilona Maher – that command a huge following on TikTok through partnerships that leave room for their personality and areas of interest also outside of sport.

By tapping into the human-interest side of sports, brands can give athletes, teams and fans a more central role in their campaigns, fostering deeper emotional connections. 

Similarly, partnering with fan influencers such as F1 evangelist Lissie Mackintosh, who has amassed over 400k TikTok followers and played a pivotal role in the surge of Gen Z women engaging with the sport, can provide an authentic entry point for brands looking to reach new audiences.

With many new fans getting the spark on social platforms, bringing the familiarity and informality of the content and voices of these spaces into the branded experience seems a natural extension of the connection they’ve already formed.

Above: Sportswomen like Ilona Maher command a huge following on social media which engages fans and allows room for brands too. 

Catering for everyone

While engaging new fans is essential, brands must also maintain strong connections with the traditional audiences who care about heritage and legacy. Despite shifting demographics, many sports still have significant gender imbalances. In the UK, for example, men aged 16-24 remain the largest group of self-described ‘very interested’ sports fans, making up 44% of this demographic.

To navigate this evolving landscape, brands should adopt a two-pronged approach that caters to both established and emerging audiences. As platforms like TikTok become key entry points for new fans, brands must be ready to meet them where they are – guiding their journey into the sport while ensuring long-time fans continue to receive content that enhances their existing experience, in formats they trust and are familiar with. 

To navigate this evolving landscape, brands should adopt a two-pronged approach that caters to both established and emerging audiences.

Crucially, brands must recognise that different audiences engage with sports in different ways. Consider a dedicated F1 fan who prioritises watching races live on broadcast TV, versus a newcomer who prefers to engage by watching not the race, but reactions and commentary on social media. To get on both their radar, brands need to carefully tailor their message and be ready to explore new formats. 

The ones that can balance these needs are well placed to build strong relationships with fans across the different stages of their journey.