🟠 News Club - Inside F1's drive to survive

Inside F1’s Drive to Survive

When Kate Watson and I recorded the Weekly Wrap podcast on Friday, we got to the part where we talk about what’s coming up - and the big event on Sunday was the Australian Grand Prix, the season opener for the 2025 F1 season (go Lando…).

Kate threw over to me to explain because since discovering the Netflix show Drive to Survive during the pandemic, I’ve followed the ups and downs of the drivers and their teams pretty closely. Some people love the Housewives franchise; my reality show of choice is based around the highest class of international racing for open-wheel single-seater cars. 

I used to work with a guy who was obsessed with F1 pre-Netflix taking to the world. He’s excited that the sport is now being recognised for all the things he loves about it, but also a bit sceptical of the attention the last 6 years have brought. 

So yes, I enjoy the spectacle - but I’m also intrigued by the reshaping of a 75yo sport with the use of modern audience engagement techniques. Levers have been pulled to turn something that was seen as niche and elite into a product with mass-market appeal. 

This week, our Club Picks pull that threat:

1. According to F1’s parent company Liberty Media, 6 million fans attend F1 races, and there are 1.5 billion global television viewers and 70.5 million social media followers. Since 2019, its fanbase is younger (more than 40% are under 35yo) and more female. As this terrific piece in Esquire explains, F1’s rise is down to more than just the show - it’s also the clever use of social media and brand collaborations that has supercharged it. 

2. Sounds great if you’re involved in the sport - but on the weekend, McLaren driver Lando Norris was scathing of Drive to Survive, accusing the producers of “lying” and creating “fabricated nonsense” to better portray the drivers’ trials and tribulations for dramatic effect. And he called out that the drivers aren’t paid for their participation… 

3. Continuing with the commercial model… There’s a big movie called F1 coming out in June starring Brad Pitt (who is being paid for his on-screen contribution to the tune of US$30 million…). As this Financial Times article explains, it’s got some big names attached to it and is part of a strategy to get more American fans and “use show business to widen the sport’s appeal beyond its traditionally strong European market.” The trailer (released last week) is here. 

And before I sign off - thanks for your participating in last week’s poll. You’ll remember it was our 8th birthday and we asked why you Squiz. As Squizers have always told us, it isn’t one thing, but a combination of utility and fun. One comment I enjoyed:

Waking up and reading the Squiz is the modern equivalent of being brought a cup of tea and the morning newspaper. 

I hope you still get a cuppa in there too…