F1 THE BUSINESS

Summary from the TLDR Marketing newsletter

F1 has transformed its brand by embracing Hollywood and streaming. Its partnership with Netflix's Drive to Survive has doubled US viewership and grown its global fanbase to 827M. 1 in 4 fans cited the show as a major reason they follow the sport. Apple's new F1 movie continues this strategy with real race footage and star cameos. F1 is now positioned as a global brand engine, appealing to younger audiences and attracting streaming platforms competing for upcoming US media rights.