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Home » Reports » On The Racing Line: Pole Positions and Podium Ambitions

On The Racing Line: Pole Positions and Podium Ambitions

In the realm of high-octane excitement and cutting-edge engineering, Formula 1 reigns supreme, captivating millions worldwide. We want to navigate the twists and turns of this thrilling sport and delve into the elements that keep fans on the edge of their seats and how brand partnerships drive fan engagement.

From the roar of the engines to the art of the of the perfect pit stop, let’s accelerate our understanding of what fuels this relentless passion and how it steers the future of fan interaction.


Our main objective was to delve into the understanding and perception of Formula 1. We aimed to identify the elements that drive their engagement and interest, discern their preferences for drivers and circuits, examine their off-track engagement methods, such as social media, and understand the impact of brand associations on their support for teams and overall interaction with Formula 1.

Methodology and Audience

Using a detailed chat guide, BoltChatAI engaged with a diverse group of Formula 1 fans across the United Kingdom. The participants, aged between 18 and 75, provided rich insights into their engagement with the sport. Our chat guide covered topics such as teams and drivers, favourite circuits and opinions on brand associations within the sport.

The Allure of Formula 1

The discussions revealed an overwhelming passion for Formula 1, driven by the sport’s dynamic nature and the personalities of its drivers. Fans expressed their excitement about watching their favourite drivers like Lewis Hamilton, Max Verstappen and Charles Leclerc. The thrill of the races, combined with the strategic elements and the skill of the drivers, keeps fans hooked.

The sense of community and national pride, especially around iconic circuits like Silverstone and Monaco, adds to the overall excitement. Fans are eager to see their favourite teams and drivers perform, creating a vibrant atmosphere of anticipation and engagement.

The Role of Brand Associations

Brand associations play a significant role in shaping the support and interaction of UK Formula 1 fans with the sport and the teams. Many fans highlighted that their support for teams are strongly linked to the brands that sponsor them.

Positive brand ethics and values are crucial, with many stating they would reconsider their support if a team were associated with a brand they perceive as unethical. Brands like Red Bull and Oracle are viewed favourably due to their positive image and alignment with the sport’s values.

The reputation of a brand can influence fans’ purchasing decisions, with some fans more likely to buy products from brands that sponsor their favourite teams. However, there are fans who are indifferent to brand associations, focusing on just the drivers and the racing itself.

Engagement Beyond the Track

Fans engage with Formula 1 content beyond the races, particularly on social media platforms like Instagram, Facebook and TikTok. They follow drivers and teams for updates, personal content and race highlights. We think nearly every F1 fan has seen Sebastien Vettel listing all F1 world Champions from 2020 back to 1950 on Grill the Grid!

The type of content that fans prefer includes behind-the-scenes looks at teams and drivers, personal lives of drivers and insights into the races, which enhances their connection to the sport.

Preferences for Drivers and Circuits

When it comes to drivers, Lewis Hamilton, Max Verstappen and Charles Leclerc are among the favourites, admired for their skills, personalities and sportsmanship. Fans support drivers based on their on-track performance, off-track personalities and sometimes their nationality.

Silverstone and Monaco are frequently mentioned as favourite circuits. Silverstone is favoured for its atmosphere and national pride, while Monaco is admired for its visually stunning setting and challenging street circuit. These preferences are influenced by a combination of on-track excitement and personal connections to the venues.

Innovative Engagement Strategies

Fans appreciate when brands and teams offer incentives, such as loyalty discounts or giveaways, which can deepen their engagement with the sport. The use of popular celebrities in team advertisements and promotions is seen as an effective way to engage fans and attract attention to both the team and the sponsoring brands.

Innovative engagement strategies, including fan incentives and celebrity endorsements, are key to maintaining and enhancing fan loyalty.

On The Home Straight

As we navigate through another thrilling Formula 1 season, the insights from UK fans reveal the deep connection they have with the sport. The combination of driver charisma, race excitement and strategic brand associations drives fan loyalty.

Whether through traditional media, social media or event-related activities, fans are gearing up to engage with Formula 1 in a way that celebrates the sport’s rich heritage and dynamic future.

Ready to explore how these insights can drive your brand growth? Click here to dive deeper into our full report. Keen to accelerate your engagement strategies? Hit the ‘Book A Demo’ button in the top right corner and let’s see how BoltChatAI can get your brand on the racing line!

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