The Business of F1’s Record-Breaking 2025
The numbers are in, and they're big
The 2025 season wasn’t just historic on the track with Lando Norris’s maiden title; it was a commercial juggernaut. As Formula 1 celebrated its 75th anniversary, the sport posted double-digit growth across nearly every key metric, solidifying its status as the world’s fastest-growing major sports league.
Here are the highlights of the commercial, media, and operational wins that defined the year.
Fanbase & Demographics
F1’s strategy to diversify its audience is paying massive dividends. The sport is officially younger, more female, and more global than ever.
Global Reach: The total fan base hit 827 million (+12% YoY), overtaking the NBA to become the largest international sports league by fan base volume.
Youth Movement: 43% of the fanbase is under 35. Crucially, 57% of all new fans in the last year were in this age bracket.
Female Fandom: Female fans now make up 42% of the total audience (up from 37% in 2018), accounting for nearly half (48%) of all new fan acquisition in 2025.
US Surge: The American expansion strategy remains robust, with 52 million fans (+11% YoY) and a 21% increase in live-season viewership.
Media Rights & Entertainment
The convergence of sport and entertainment reached a fever pitch in 2025, anchored by a blockbuster film and a game-changing broadcast deal.
The Apple TV Deal: In a major pivot for the US market, F1 announced Apple TV as its exclusive US Broadcast Partner for 2026–2030.
Box Office Gold: F1® The Movie shattered records, grossing $630 million to become the highest-grossing sports film of all time and the biggest opening ever for a Brad Pitt film.
Digital Dominance: F1 remains the fastest-growing league on social media for the 5th consecutive year.
TikTok: +91% growth.
YouTube: +53% growth.
Total Engagement: 2.3 billion engagements, outperforming the NBA, NFL, and Premier League.
Live Experiences & Attendance
Demand for live events outstripped supply, driving record gate receipts and attendance figures.
Record Attendance: A total of 6.7 million fans attended races in 2025 (up from 6.5 million in 2024).
Sell-Out Crowds: 19 of the 24 Grands Prix were completely sold out.
Vegas Value: The Las Vegas GP solidified its B2B value with a sold-out crowd (300k+) and the hosting of the F1 Business Summit with Liberty Media.
Future Calendar: The sport confirmed a return to Portugal (Portimão) for 2027/28 and locked in long-term renewals for key strategic markets like Miami (to 2041) and Canada (to 2035).
Commercial Partnerships
The sponsorship portfolio expanded aggressively, moving upmarket with luxury lifestyle brands and deepening tech integration.
LVMH Mega-Deal: A headline 10-year Global Partnership began, integrating brands like Louis Vuitton, TAG Heuer, and Moët Hennessy directly into the fabric of the sport.
New Entrants: The partner roster grew to include LEGO, American Express, Sony Electronics, and Santander (Retail Banking).
Portfolio Growth: Since 2020, the number of partners has nearly tripled (12 to 31), proving the sport’s diverse appeal across sectors from finance to confectionery (KitKat).
Sustainability
F1 reports it is on track for its Net Zero by 2030 goal.
Emissions Reduction: Carbon emissions are down 26% vs. the 2018 baseline.
Logistics Efficiency: A 9% reduction in logistics emissions was achieved through new freight containers and increased use of biofuels and sea freight.
On the Podcast
Former F1 and IndyCar driver, Le Mans winner, Mark Blundell
Arrow McLaren IndyCar Team Principal, Tony Kanaan