Drive to Survive

The 2025 Formula 1 season is here, and it’s safe to say that this is one of the most anticipated campaigns in years. 

Lewis Hamilton’s high-profile switch to Ferrari sees the seven-time champion take on a new challenge at the age of 40, while Max Verstappen is chasing a fifth consecutive title – something only the legendary Michael Schumacher has managed to achieve. Add to that the reemergence of McLaren as a front-runner on the grid, and the stage is set for another fascinating season.  

Things are no less exciting beyond the track, either. Formula 1 is experiencing a renaissance in popularity, thanks in large part to strategic changes implemented since Liberty Media’s acquisition of the sport in 2017. Under the leadership of CEO Stefano Domenicali, the organisation has embraced innovative approaches to fan engagement, including Netflix’s Drive to Survive series and a dynamic social media strategy.

This combination has transformed the sport’s image, attracting a diverse and global audience. According to a 2023 YouGov Sports Whitepaper, more than 6.8 million viewers have tuned in to the Netflix series since it premiered in 2019, with 31% in the highly desired 18-29 age bracket, and 46% being female.  

So, how have storytelling and social media engagement impacted Formula 1’s sponsorship landscape? And what lessons can other sports organisations learn from this evolution?  

A growing commercial giant 

Looking purely at the numbers, Formula 1’s commercial trajectory in recent years has been nothing short of remarkable: 

• Record-breaking revenue of $3.65 billion in 2024, with sponsorships contributing $634.4 million – a significant rise from $272.9 million in 2017. 
• Sponsorship now accounts for 18.6% of F1’s total revenue, up from 15.3% in 2017. 
• The sport’s global fanbase has expanded to over 750 million, bolstered by increased interest from younger and female audiences.  

The takeaway? Formula 1’s brand is more robust than ever, attracting sponsors who previously might not have considered the sport. 

How Drive to Survive and social media changed the game 

Before Drive to Survive, Formula 1 faced challenges in penetrating new markets – particularly in the US – and in expanding beyond its core motorsport audience. The 2019 debut of the series marked a turning point: 

• F1’s US viewership has surged by 62% since 2019, with average audiences increasing from 680,000 to 1.1 million per race. 
• The series introduced the personalities underneath the helmets, transforming drivers into household names beyond the racetrack. 
• The sport’s overall female fanbase has grown by 25% since 2017, with women now making up 41% of F1’s global audience 

Complementing the docuseries, Formula 1’s strategic use of social media platforms has been instrumental in engaging a younger demographic: 

• TikTok followers for F1 teams increased by 64.4%, with the organisation itself seeing a 51% rise, reflecting a targeted effort to reach younger fans.  
• Instagram achieved over two million video views per post, underscoring the platform’s effectiveness in fan engagement.  

The secret sauce? A blend of drama, personalities, behind-the-scenes access, and a strong social media presence. Formula 1 is no longer just about lap times and podiums – it’s a year-round narrative where rivalries, triumphs and challenges keep fans engaged long after the chequered flag. 

A more diverse sponsorship landscape 

A broader audience translates to new commercial opportunities. In 2017, Formula 1 had six global sponsors, primarily in the automotive, finance and aviation sectors. Fast forward to 2025 and the sport boasts 11 global partners, 11 official sponsors and four official providers across luxury, tech, entertainment and FMCG (fast-moving consumer goods) brands: 

• Consumer brands like KitKat, Lego and McDonald’s now view Formula 1 as a mainstream entertainment property
• Luxury brands such as Louis Vuitton, Tag Heuer and Moët Hennessy reinforce the sport’s high-end appeal. 
• Tech and fintech sponsors like Crypto.com, AWS and Salesforce align with Formula 1’s innovation-driven image. 

And it’s not just about placing a logo around a track. Sponsors seek to be part of the narrative. Formula 1 has evolved into a year-round content machine, offering brands innovative ways to engage fans beyond race weekends. 

Lessons for other sports organisations 

Not every sport will have a Netflix series, but every sports organisation can apply the Drive to Survive playbook to enhance audience engagement and sponsorship value:

1. Put athletes at the centre of the story – Fans connect with personalities, not just performances.
2. Go behind the scenes – Reveal the human side of the sport.
3. Emphasise rivalries and drama – Conflict and competition create compelling narratives.
4. Leverage social media platforms – Engage with fans where they are most active to amplify reach and interaction.
5. Think beyond the live event – A sport’s appeal isn’t confined to game day; it encompasses everything leading up to and following it.
6. Make sponsors part of the story – Effective sponsorships align brands with the emotions and moments fans cherish. 

How Touchline Activate can help 

The success of Drive to Survive and F1’s social media boom prove that storytelling is one of the most powerful tools in sports business today. The combination of compelling narratives and digital engagement has transformed the sport’s commercial potential – and this model can be applied to any sports organisation looking to grow its sponsorship value. 

At Touchline Activate, we help sports organisations: 

• Showcase sponsorship impact – Crafting stories that highlight a sponsor’s role and value.  
• Turn reports into marketing tools – Producing visually engaging reports that prove ROI and secure sponsor renewals.  
• Extend sponsorship visibility – Developing content that keeps partners relevant beyond event day.  
• Strengthen fan engagement – Creating content that connects sponsors with audiences in meaningful ways.  
• Build strategic narratives – Helping rights-holders communicate their partnerships effectively. 

Formula 1 has shown what’s possible when a sport embraces storytelling and digital engagement. The question is: how will your organisation tell its story?