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Formula 1 appears to be experiencing a vibrant resurgence in celebrity culture, signaling the start of a new era for the sport. Susie Wolff, a former professional racer and current managing director of the F1 Academy, describes the atmosphere at race events as akin to a “catwalk,” where celebrities and the partners of drivers make their grand entrances in the paddock—the exclusive hub where teams, media, and guests converge. Wolff highlights F1’s unique global status and inherent glamour, which have always been key elements of the sport’s charm and spectacle.
This allure is deeply rooted in F1’s 76-year history, characterized by its combination of finely tuned engineering, premium luxury brands, and illustrious locations worldwide. However, recent years have witnessed a shift, with younger generations, particularly Gen Z, driving a renewed wave of interest. The arrival of more prominent entertainers and influencers has played a significant role in reshaping Formula 1’s image, aligning it more closely with contemporary pop culture.
A pivotal factor contributing to this transformation is the Netflix documentary series Drive to Survive, which, now entering its eighth season, provides viewers with unprecedented behind-the-scenes access to drivers, teams, and the intense off-track drama. Since Liberty Media’s acquisition of Formula 1 in 2017 for $4.4 billion, the sport has embraced modernization, increased digital engagement, and revamped marketing strategies. Notably, they also discontinued the use of grid girls in 2018 and partnered with Netflix to highlight the sport’s candid and personal stories, making F1 more relatable and appealing to a broader audience. According to Wolff, this approach has led teams to appreciate that the appeal extends beyond racing itself, encompassing the personalities and narratives off the circuit.
Celebrity attendance at F1 events has skyrocketed, establishing a new social hotspot that offers immense promotional opportunities. The 2025 season, in particular, saw a remarkable influx of global icons such as Beyoncé and Jay-Z, Jennifer Lopez, Timothée Chalamet, and members of BLACKPINK attending races. This marks a shift from past decades when celebrities and WAGs (wives and girlfriends of drivers) were present but less prominently featured. Famous figures like Nicole Scherzinger and Geri Horner were associated with drivers and team personnel, and even in the 1970s, personalities like James Hunt attracted media attention for their off-track lives. Today’s spotlight extends to partners like Ferrari’s Charles Leclerc’s fiancée Alexandra Saint Mleux and Williams driver Carlos Sainz’s girlfriend Rebecca Donaldson, who are frequently showcased in high-fashion settings on Drive to Survive.
In all, Formula 1’s evolving combination of sport, celebrity, and entertainment is helping the racing series engage younger, more diverse audiences and secure its place in the global spotlight for years to come
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