Formula 1’s partnership with Fortnite marks a strategic push to reach younger fans, expand its digital footprint, and evolve beyond traditional racing. By integrating F1-themed items and challenges into Fortnite’s vast gaming ecosystem, the sport turns visibility into active engagement. This move supports F1’s broader goal of becoming a year-round entertainment brand that thrives both on the track and across virtual worlds.

2025 brings an FIA election and two women are on the ballot. Here's what that means for inclusivity and new leadership at the height of motorsport.

Fan art is a growing part of Formula 1’s global culture, with fans producing everything from illustrations to apparel. Despite this, F1 has been slow to officially support or license fan creators. By embracing this community, F1 could unlock new revenue, deepen engagement, and modernise its brand. Other industries like gaming and sports have already proven the value of fan-driven content. F1 now has the chance to turn passion into lasting partnership.

Motorsport viewing is evolving fast. While TV still matters, younger fans are turning to platforms like Twitch and TikTok for highlights, live streams, and behind-the-scenes content. Gen Z prefers quick, interactive, and on-demand experiences over traditional broadcasts. Broadcasters and teams are adapting by blending live coverage with digital content. The future of motorsport lies in reaching fans across multiple platforms, creating deeper engagement and broader appeal.

Sponsorship in motorsport is evolving beyond logos to shape fan engagement and audience identity. Formula 1’s journey, from tobacco to tech, finance, and now beauty brands, reflects shifting demographics and cultural values. As F1 embraces diversity and younger fans, MotoGP, IndyCar, and NASCAR can also innovate sponsorships by partnering with wellness, education, and sustainability brands. This evolution drives growth, relevance, and deeper fan loyalty in motorsport’s future

There’s nothing quite like standing at Eau Rouge, heartbeat sync’d to the roar of engines, surrounded by a sea of color-coded allegiance....

In 2013, Claire Williams became one of the few women to lead a Formula 1 team, stepping into Williams Racing as it faced deep decline. Despite her efforts to modernize and rebuild, she inherited a struggling organization with limited resources. Her leadership was harshly scrutinized, and her eventual exit reflected the “glass cliff” phenomenon, where women are handed high-risk leadership roles and blamed when things collapse. Her story reveals systemic barriers, not personal

Lella Lombardi made history in 1975 as the only woman to ever score points in Formula 1. Nearly 50 years later, that record still stands. Why? This article explores her remarkable journey and the barriers still facing women in motorsport today, and what it will take to finally see another woman break through.

You can’t walk through a Grand Prix weekend (or scroll through motorsport socials) without spotting a Lewis Hamilton cap, a McLaren...

A look at the evolution of female drivers presence in motorsport in the Middle East. From invisible to the trailblazers that are changing the game for women.

There’s a reason motorsport has been capturing hearts (and brand dollars) at record speeds lately. Beyond the screeching tires and...

Overview the history of women engineers in Formula One and learn about Laura Muller, F1's first ever woman race engineer. Partnering with Esteban Ocon, Laura will be on the Haas f1 pit wall for the 2025 season.

In November 2024, F1 introduced a formal Diversity and Inclusion charter, but what exactly does it do and how? 

F1 has made a commitment to becoming more inclusive and diverse. Here are the initiatives that will make that happen.