F1 bosses aim to grow fan base to over a billion

Formula 1's leadership believes the sport's rapid international growth over the past decade, since Liberty Media took over commercial ownership, is far from reaching its ceiling. Liam Parker, F1's chief communications and corporate affairs officer, explained that the new owners quickly recognised the championship was globally known but commercially underused.

From exclusivity to openness

Unlike the era under former boss Bernie Ecclestone, when the sport was run with a relatively closed approach, the new leadership chose to embrace social media and streaming platforms. That strategy has paid off: F1's total fan base now exceeds 830 million people, with 43 percent of them under the age of 35. The share of women among new fans is also growing steadily.

Financial results and untapped markets

F1's financial performance and brand value have also hit record highs, with shares trading at 88 euros. Parker pointed to significant untapped potential in markets such as the United States, which now hosts three race weekends a year, saying current activity there represents only a small fraction of what's possible, and that partnerships and growth opportunities could go much deeper into that market.

Racing remains the foundation

Despite partnerships with major entertainment brands such as Disney and Lego, Parker stressed that none of these collaborations matter if the on-track product doesn't deliver. Looking ahead to the next decade and the goal of surpassing a billion fans, he said F1 would continue to offer top-level racing featuring the world's best drivers.