As the 2024 Formula 1 season concludes this weekend in Abu Dhabi, the sport has already achieved remarkable growth across several key demographics. A new study by Nielsen Sports, released on Tuesday, highlights F1’s growing popularity, particularly in Saudi Arabia and across the Middle East.
The sport’s global fanbase has surpassed 750 million, reflecting a growth of 50 million since 2021, driven by increasing interest in the Middle East and among young female fans, according to a Nielsen Sports report.
Saudi Arabia emerged as a standout market, recording an 11% fanbase growth over the 2023 season, with notable increases among women, men, and older audiences aged 50-69, whose enthusiasm surged by 22%. The UAE also experienced a 6% rise in interest, reinforcing the Middle East’s status as a pivotal region for the sport’s expansion.
Globally, F1’s audience has grown by 5.7% since 2021, with women now accounting for 41% of fans. Young women aged 16-24 represented the fastest-growing demographic, highlighting the sport’s broadened accessibility and appeal. According to Nielsen, 25% of the 46,000 respondents surveyed across 37 international markets credited the Netflix docu-series Drive to Survive for sparking their interest in Formula 1.
Jon Stainer, Nielsen Sports’ global general manager, credited this growth to innovative fan engagement strategies. He noted that Formula 1’s approach to profiling teams and drivers, along with increased audience access, has significantly boosted its appeal, particularly among women and emerging markets like Saudi Arabia.
“Growth of interest, especially among women and newer markets like Saudi Arabia, can be attributed largely to a shift in how the teams and drivers are profiled today, and the access they are affording global audiences. Stainer said.
“New sponsorship categories are opening up. We’re seeing a significant shift in the brands engaging in the sport, attracted to this changing fan demographic,” he added.
https://twitter.com/BizballMaury/status/1863864914663842032
While the Middle East drives the surge in new fans, F1 remains strong in its traditional heartlands, with fan interest climbing by 2.3% in the UK and 4.5% in Germany.
The Gulf region hosts four races, one more than the United States, in a season concluding this weekend at Abu Dhabi’s Yas Marina Circuit, where McLaren and Ferrari are battling for the constructors’ title. Jeddah made its debut as a race host in 2021, with Saudi energy giant Aramco serving as a sponsor for both Aston Martin and Formula 1 itself.
Read More: Max Verstappen Goes All In On George Russell, “Lost All Respect”
Mohd Faisal Hakak is a sports author from Kashmir. He likes to keep tabs on the sporting world with a keen interest in football, motorsports, NBA, and other marquee sports. He is a science graduate from Islamia College Srinagar.
