Formula One is experiencing a remarkable surge in popularity across the Middle East, with younger female fans emerging as the sport’s fastest-growing demographic globally, according to a report by Nielsen Sports released on Tuesday.
With four Grand Prix events now hosted in the Gulf region—surpassing the United States’ three—F1 has firmly established itself as a significant presence in the Middle East. The 2024 season concludes this weekend at Abu Dhabi’s Yas Marina Circuit, where McLaren and Ferrari are vying for the constructors’ championship title.
Expanding Demographics and Local Engagement
The Nielsen report revealed an 11% increase in female fan interest in Saudi Arabia compared to last year, alongside a 10% rise among male fans. Notably, the 50-69 age group showed the most substantial growth. Saudi Arabia’s burgeoning role in the F1 ecosystem began in 2021 with Jeddah hosting its inaugural race. The nation’s involvement extends to sponsorships, with energy giant Aramco backing both Aston Martin and the sport at large.
“New sponsor categories are opening up. We’re seeing a significant shift in the brands engaging in the sport attracted to this changing fan demographic,” said Jon Stainer, global general manager of Nielsen Sports.
Global Trends and Netflix Effect
Nielsen’s findings also highlighted the impact of Netflix’s docuseries Drive to Survive, which has drawn one in four F1 fans globally. The data shows that 41% of F1’s fanbase is now female, with the 16-24 age group leading growth.
Formula One has grown to become the most popular annual sporting series worldwide, amassing over 750 million fans. Global interest has risen by 5.7%—equivalent to 50 million new fans—since 2021.
Sponsorship Evolution and Economic Impact
The financial landscape of F1 has also evolved dramatically. Average team sponsorship deals have risen by 56% since 2019, climbing from $2.87 million to $5.08 million. The range of sponsors has diversified, including cryptocurrency firms and luxury brands such as LVMH. Technology sponsors now account for 20% of spending, up from 3% in 2019, while financial services’ share has increased from 2% to 17%.
According to Nielsen, title sponsors of top teams generate an average of more than $6 million in media value per race.
Broader Market Growth
F1 continues to expand its footprint in established European markets, with interest rising by 2.3% in Britain and 4.5% in Germany. Despite being home to automotive giants like Mercedes and Audi, Germany currently lacks a race and a dominant driver.
“Formula One is a perfect example of a rights owner innovating its relationship with fans,” Stainer noted. “Growth of interest, especially among women and newer markets like Saudi Arabia, can be attributed largely by a shift in how the teams and drivers are profiled today, and the access they are affording global audiences.”
The growing interest in Formula One underscores its ability to adapt and thrive in an increasingly diverse and globalized sporting landscape.
