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It’s a busy time in the sports world with the NBA and NHL finals underway, MLB and the WNBA in full swing, and the golfing U.S. Open just wrapped up. Amid the frenzy, one sport that often flies under the radar in the U.S. is Formula One (F1) racing, which just concluded its Montreal Grand Prix over the weekend.
While F1 is a global powerhouse, CivicScience data show it commands notable interest among U.S. fans — an audience that presents key opportunities for retailers, brands, and marketers navigating economic uncertainty. Fresh CivicScience data show one-quarter of U.S. adult respondents report they follow F1 at least ‘somewhat’ closely. Those who follow are most likely to be Gen Z (aged 18-29), Millennials (30-44), middle-income households (earning $50K-$100K annually), and residents living in the Midwest and South.
A deeper dive finds that the majority (77%) of F1 fans report having a more general interest that is not tied to specific drivers or teams. Twenty-three percent, meanwhile, led by fans aged 30 to 44, say they follow the sport for a particular driver or team.
Answer our Poll: Are you a fan of Formula 1 racing?
What makes an American F1 racing fan? Here are four more things to know about U.S. adults who follow Formula One at least ‘somewhat’ closely:
Tariffs and general economic uncertainty are taking their toll in many areas, and CivicScience has found that this environment has lent itself to a high switching propensity. This is particularly true among F1 fans when it comes to auto insurance—54% of insured F1 fans say they are at least ‘somewhat’ likely to switch providers within the next 90 days, more than three times the rate of non-F1 fans (16%).
Use this Data: CivicScience clients have access to insights like these, allowing them to see consumer sentiments in real-time and how they vary among specific segments and customers.
The success of Formula One’s “Drive to Survive” on Netflix has helped redefine how fans discover and engage with sports, particularly in the era of cord-cutting and increased streaming. Of course, F1 isn’t the only sport that is or has used the docuseries format, but what kind of influence are these shows having on American sports viewership behavior today?
According to new CivicScience data, 42% of Americans who’ve watched a behind-the-scenes sports docuseries about a sport they don’t typically follow say it encouraged them to start watching. Only 14% said the series pushed them away from the sport, while 45% said it had no impact. The pull is slightly stronger among women and particularly notable among younger audiences, though even 36% of adults aged 45 to 64 say a docuseries inspired them to give the sport a shot.
Let us Know: Do you think Formula 1 in the US will continue to gain in popularity?
Beyond the growing U.S. interest in F1 is a fanbase that’s not only highly engaged on multiple devices but also more upbeat about the future. Despite uncertainty impacts like a high likelihood of switching auto insurance, optimism for the future often drives increased spending. This bears out with F1 fans, who are more than three times as likely as non-fans to say their spending is higher than usual over the past seven days. That confidence, paired with above-average spending, makes them a small but growing force in the broader race for consumer market share in a volatile market.
