Merch matters: the missed opportunity in F1 Academy’s growth

You can’t walk through a Grand Prix weekend (or scroll through motorsport socials) without spotting a Lewis Hamilton cap, a McLaren hoodie, or someone decked out in that unmistakable Ferrari red. F1’s merch game is big business - it’s identity, it’s belonging, it’s bragging rights. But amidst the sea of team liveries and driver numbers, there’s one glaring absence: where’s the merch for F1 Academy?

For a series built to spotlight and elevate female talent in motorsport, it’s frankly baffling that fans can’t buy a cap, a tee, or even a keyring to support the incredible young women carving out a future in Formula 1’s world. It’s about more than fashion, this symbolises visibility, opportunity, and a brand missing out on both cultural impact and commercial gain.

Why merchandise matters more than you think

In sports, merch isn’t just about wearing your team colours. It’s a statement of who you are, what you stand for, and who you believe in. That’s why you’ll find diehard fans proudly displaying 90s Williams caps or last season’s limited edition hoodies. Merchandise builds fandom. It cements legitimacy. It creates icons.

And merch matters most where fans gather. At race weekends, the grandstands, fan zones, and paddocks turn into a sea of branded caps and shirts, with supporters becoming walking ambassadors for their favourite teams and drivers. The absence of F1 Academy representation in those spaces sends a message louder than words. One that undermines the very mission the series was created to champion. Every cap in the stands, every tee on social media, every sticker on a laptop sends a message: these drivers matter. They belong. They’re here, and they have fans.

Without it, F1 (and F1 Academy) risks sidelining the very athletes it claims to uplift.

F1’s merch machine: a proven formula

Let’s not pretend F1 doesn’t know how to sell merch. From retro liveries to streetwear collabs and those now-iconic team caps, the sport has mastered the art of turning brand loyalty into tangible, sellable products. The appetite is there. Just look at how quickly limited drops sell out, or how fans hunt down vintage paddock jackets online.

What makes it even clearer is that F1 merch caters to everyone. From casual Sunday viewers to diehard trackside regulars, there is something for everyone. (Though we do wish there was more cute women-minded merch, but that’s an article in its own right.)

Caps are by far the most popular and accessible item, both in price point and visibility. They’re one of the cheapest/easiest products to produce, carry massive brand recognition, and create instant visual allegiance in the paddock and on social feeds. 

Beyond that, F1 offers a well-layered merchandise structure: entry-level items like keychains and water bottles for budget-conscious fans, mid-tier apparel and accessories for everyday wear, and luxury collaborations and limited-edition drops for the collectors and high-end market. It’s a proven formula that ensures no matter your budget or fandom level, there’s something for you; unless, of course, you’re a fan of F1 Academy.

Merch isn’t just about what you wear, it’s about where you wear it. At any Grand Prix weekend, the sight of team colours in the stands is part of the spectacle. Every cap, hoodie, and flag turns fans into part of the show, creating an unmistakable energy trackside. The absence of F1 Academy representation in those spaces sends a message louder than any press release. And that silence speaks volumes.

The merchandise strategies for teams have been higher up on the priority list with the sport’s growing presence. With all teams currently on the grid supporting an F1 Academy driver, you would think a merchandising deal would be an easy addition to the overall agreement. If you can sell a water bottle branded with a 2023 race that got cancelled, you can sell a neon pink Abbi Pulling cap.

The fans are ready, and they’re vocal

What makes this even more frustrating is that the demand is obvious. Scroll through social media and you’ll find fan-made graphics, stickers, and unofficial merch popping up for F1 Academy drivers. Communities are already building. Young girls are showing up at karting tracks wearing homemade merch supporting their heroes. Fans are ready to wear their support, they just don’t have the official options to do it.

And as history in motorsport (and frankly, every other industry) has shown us, when you ignore an engaged, passionate audience; you’re missing out on revenue and relevance.

The business and brand opportunity F1 is leaving on the table

Let’s talk numbers for a moment. Licensed merchandise is one of the most lucrative parts of any sports brand’s ecosystem. And with F1’s global audience growing and especially among women, younger viewers, and new markets; there’s a clear, untapped opportunity here.

By expanding F1 Academy’s presence in the merch world, F1 could:

• Open up a new, profitable product category.

• Build deeper loyalty with diverse audience segments.

• Strengthen its public commitment to diversity and inclusion.

• Create cross-promotional opportunities with teams and sponsors.

• Future-proof the brand by embedding inclusivity in fan culture, not just corporate comms.

And beyond profit, it’s a chance to make a statement about what this sport values and who it’s for.

So, what needs to happen?

The good news is that this isn’t a complicated fix. F1 could start small:

• Launch a capsule collection at a key race weekend (Miami, Singapore, Abu Dhabi; take your pick).

• Release driver-specific merch: caps, shirts, stickers, digital wallpapers, you name it.

• Collaborate with female designers or motorsport artists to make the drop meaningful.

• Integrate F1 Academy products into existing F1 Store promotions and trackside stands.

Besides making the teams money, a move like this would send a clear message: the future of motorsport isn’t male by default. And fans of that future deserve something to wear.

Final thoughts

F1 Academy is producing future world champions. They’re racing at the world’s best circuits, backed by F1 teams, and rewriting the rulebook on what a professional motorsport career can look like.

It’s time F1 gave fans a way to show up for them as well as show how proud they are of these young women paving their way towards the pinnacle of motorsport.