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F1 paddocks transform into celebrity hotspots
Formula 1's exclusive paddock areas have evolved into high-profile social stages, drawing A-list stars and Gen Z icons alongside traditional motorsport crowds, industry insiders say.
From grid girls to global influencers
Susie Wolff, former professional driver and managing director of the all-female F1 Academy series, describes the sport as uniquely glamorous. "It's one of the few truly global sports, and that glamour is part of its appeal," she told The Meta Times. Wolff, also married to Mercedes F1 CEO Toto Wolff, notes the shift toward a younger, more diverse audience.
This transformation gained momentum in 2017 when Liberty Media acquired F1 for $4.4 billion, replacing longtime chief Bernie Ecclestone. The new owners prioritized digital engagement, social media expansion, and strategic partnerships-including the 2018 decision to end the use of "grid girls" and launch the Netflix documentary series Drive to Survive.
Netflix effect fuels fan growth
F1's official data shows 43% of its fanbase is now under 35, a 30% increase since 2018. A 2023 YouGov survey found the latest Drive to Survive season reached 7 million viewers, with 31% aged 18-29. The show's behind-the-scenes access to drivers and team dynamics has been credited with humanizing the sport.
"Teams now realize it's about more than racing-it's the off-track drama and personalities,"
Susie Wolff
Celebrity attendance has surged, with 2025 races hosting Beyoncé, Jay-Z, Jennifer Lopez, Timothée Chalamet, and K-pop stars Rosé and Lisa from BLACKPINK. Matt Elisofon, co-host of the Red Flags F1 podcast, contrasts today's "global, Hollywood-driven" scene with the Ecclestone era, when British celebrities like Ozzy Osbourne dominated.
WAGs and social media amplify reach
Drivers' partners, such as Ferrari's Charles Leclerc and his fiancée Alexandra Saint Mleux, now feature prominently in Drive to Survive, often in high-fashion looks. Podcast co-host Brian Muller calls this a "gateway" for casual fans, noting that 26% of Drive to Survive viewers previously had no interest in F1.
Muller, based in the U.S. where F1's fanbase has grown to 52 million, highlights the role of stars like Beyoncé in sparking curiosity. "When she was in the paddock, friends who don't follow F1 sent me clips," he said.
Wolff emphasizes balance: "Celebrities are great for the sport, but performance comes first. It's about maintaining sporting integrity."
Women drive fastest-growing demographic
F1 reports 42% of its fans are now women, with the 18-24 age group expanding fastest. Content creator Bella James credits Drive to Survive with democratizing access. "It opened up the sport-showing personalities, fashion, and brands alongside the racing," she said.
Wolff, who leads the F1 Academy, notes a cultural shift: "The sport was seen as macho, but now you can be feminine and fierce. Society has changed."
2026 season kicks off amid high expectations
The upcoming season begins in Melbourne on March 6, with fans hoping for drama akin to the 2021 Abu Dhabi finale. That race, where Max Verstappen controversially overtook Lewis Hamilton for the title, drew global attention-even among non-fans-after its retelling in Drive to Survive.
"What happened in Abu Dhabi, everyone knew about it. Those moments help open the sport to new audiences,"
Susie Wolff
