Officially unofficial: The business case for fan art in F1

Community is at the heart of the modern Formula 1 engine. While the roar of track and drama of race weekends remain its core, F1's cultural footprint has extended far beyond the paddock. One of the most passionate and creative expressions of this fandom, and one that has expanded significantly in recent years, is fan art: illustrations, apparel, collectibles, and digital content made by fans, for fans. We are confident there is a business case for F1 fan art.

Unlike other global entertainment brands, such as Marvel, Disney or even the NBA, Formula 1 has been slow to recognise and embrace fan creators in any official capacity. Our argument is this is a missed opportunity for both sides of the coin. In a version of the world where F1 licenses and legitimises the existing space for fan-made art and merchandise, the revenue streams could be massive. Turning this growing, unofficial industry to an official one, could deepen fan engagement and modernise its relationship with its growing global audience.

An F1 fan art engine waiting to be powered

The rise of F1’s global fandom under liberty media has brought a surge of creative people into the motorsport fold. Social media platforms are filled with high-quality fan illustrations, alternative team merchandise, meme art, zines, enamel pins, and digital wallpapers. Artists are filling the visual gap between official branding and what fans actually want to wear, post, and support. 

While Formula 1 Academy and some teams on the F1 grid employ these talented artists for project work, F1 itself maintains a tight grip on intellectual property. While enforcement has been inconsistent, artists often operate in a grey area, vulnerable to takedown notices or copyright strikes. Recently, TikTok saw it own version of a mass username changing because of this. You could oppose this approach by saying it discourages grassroots creativity, but beyond that, we say it leaves money on the table.

The precedent: F1 fandom as business

F1 would not be the first to capitalise on the potential of fan art, other industries have already laid the groundwork. Companies like Lucasfilm (Star Wars) and Blizzard (Overwatch) have selectively licensed fan creators through official programmes, while platforms like Etsy and Patreon have proven the viability of fandom-driven microbusinesses. In publishing, a number of popular authors also have started issuing licences to artists producing fan art of their books.

Even major sports leagues have started to evolve. The NBA’s collaboration with streetwear designers, or WWE’s licensing of independent merchandise makers, shows that the wall between official and fan-created can be both porous and profitable.

F1’s own audience skews younger and more digitally native every year, creating ideal conditions for a fan art economy. These creators are building communities within communities and shaping the aesthetic narratives that then bleed back into F1.

Licensing F1 fan creators: the business breakdown

So what would a business model look like?

• Official fan creator programmesF1 could develop a tiered licensing system allowing vetted artists to produce limited merchandise using specific team or driver branding, in exchange for a royalty fee or profit share. This would give creators legitimacy and legal security, while providing F1 with curated, brand-safe fan content.

  
  

• Marketplace integrationSimilar to platforms like Redbubble or Shopify, F1 could host its own curated fan marketplace under the official F1 Shop banner, allowing the sale of co-branded, fan-created items. This would keep quality control centralised while empowering independent creators.

  
  

• Event CollaborationsGrand Prix weekends could include limited edition fan-made merchandise drops or workshops with licensed creators. This would deepen the emotional connection between fan and sport and bring a fresh, inclusive energy to the race-day experience.

  
  

The risk of standing still

F1 has always balanced tradition with innovation. But when it comes to fandom, tradition is no longer a business advantage. The younger, global audience F1 now attracts and expects participation beyond consumption. They want to remix, reimagine, and represent their love of the sport on their own terms.

If Formula 1 continues to treat fan art as a nuisance, or worse, a threat, it risks alienating a powerful creative base. More importantly, it leaves cultural capital untapped, while other sports and entertainment brands are ready to seize the moment.

In short, unofficial does not mean unimportant. And in an era where authenticity and community drive brand loyalty, licensing fan creators may be one of the most strategic moves Formula 1 can make.

Author’s Note: This article is not affiliated with Formula 1 or any F1 team. All opinions are independent and rooted in admiration for the creativity of the F1 fan community.