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Marketing Minute
How Formula 1 Got Young, Female and American — and What Every Brand Can Learn
A decade ago F1 was ageing and shrinking. Then came Netflix, a new generation of fans and a US boom. The sport's audience turnaround is the clearest growth story in marketing.
Oct 293 min read
Cadillac and Audi Bet Big on Formula 1 — and It's Really a Marketing Play
An American icon and a German giant joined the F1 grid in 2026. Neither is doing it just to race. For legacy car brands chasing relevance, Formula 1 has become the ultimate reinvention stage.
Oct 213 min read
Beauty Brands Discover F1 Academy — and the Sponsorship Machine Behind Women's Motorsport
Sephora, Charlotte Tilbury, Gatorade and American Express are pouring into F1 Academy, the all-female racing series. It's a sharp lesson in following the audience — and in how brand money is funding the rise of women's motorsport.
Oct 182 min read
Apple Just Bought Formula 1's American Future
Apple TV won exclusive US rights to Formula 1 in a reported $750m, five-year deal — moving the sport off traditional TV and onto a subscription it wants you to keep. The audience was the asset.
Oct 123 min read
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