“F1: The Movie” has been a digital marketing masterclass for the sport of F1. It impacted a big audience and received a lot of praise, going further than the Netflix series “Drive to Survive”. “How they adapted the script was fantastic because it was credible […] It’s good entertainment.” said Toto Wolff, Austrian Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team.
From “Drive to Survive” to “F1: The Movie”
Since the beginning of the Netflix docuseries “Drive to Survive” in 2019, it has revolutionized the entertainment of F1. It revealed the behind-the-scenes world of F1, an aspect never seen by the audience giving them a glimpse of what is going to happen. It has created a very own authenticity, giving each driver, constructor and circuit an own story, image and personality to tell. This digital marketing entertainment has reshaped the Formula 1 fandom and racing culture. Formerly, fans supported F1 teams by family preferences or race performances. Nowadays, it is based on share values, resemblance with the pilots or teams’ principals and more.
Nevertheless, as seasons have passed, the docuseries has been heavily criticized as giving priority to fabricated content over authenticity, including editing conflicts and false personalized pilots. Lando Norris, an F1 champion, said, “I’m not a fan of fake stuff. I want facts, I don’t want made-up scripts and fabricated nonsense, which there is.” Which brought some attention to the truth about entertainment on formula one.
After several seasons on Netflix, F1 arrived in the big world of Hollywood, entering the big theatres with “F1: The Movie” which played a big role in the digital marketing entertainment of motorsport.
The impact of a partnership between the 7th World Champion and the Big Tech Company
Lewis Hamilton has expressed his passion for the world of cinema by participating in Cars 2 to create his own cinema production company, Dawn Apollo Films. His project is to promote diversity in the industry of cinema and the ambition to produce an authentic F1 movie.
In 2025, Dawn Apollo Films, Apple Original Films and Scott Free Productions released the big movie “F1: The Movie” which was filmed during actual Formula 1 Grand Prix weekends, giving a real dive into the F1 world. The impact created by the movie has been numerous and very successful.
In an economic aspect, it was in the top 10 of the highest-grossing movies at the box office worldwide in 2025, with a total of 631.63 million U.S. dollars.
In addition, the film received four Oscars nominations and won Best Sound in 2026, which significantly increases its global exposure and media attention. It reinforces its value as a strategic digital marketing entertainment in Formula 1.
Moreover, the movie has contributed to expanding Formula One’s audience, more precisely in the United States, where the average TV audience has increased by 20% over the previous years. The presence of a well-known and diverse cast like Brad Pitt, Kerry Condon, and Damson Idris has helped attract a broader audience. Thus, F1 has a more male fan base; the film industry has a more balanced audience, bringing more females and young fans to motorsports. As a result, this digital marketing entertainment widens Formula One’s popularity and reach.
To a new era of digital F1
What will be the next move for Formula 1 digital marketing entertainment, as we are currently in the 8 seasons of “Drive to Survive” showing the epic battle between Verstappen, Piastri and Norris for the championship of 2025. Apple has made a partnership with F1 for the next five years to broadcast the races in the U.S., which will help to grow motorsports significantly. As we have also seen a bigger presence on social media like TikTok and Instagram, using the last trends to target specific audiences. As well as influencer partnerships focused recently on social-first content to target younger individuals. Which of them will be the most important to attract a bigger audience.
Bibliography
Formula 1. (n.d.). How Drive to Survive has changed F1 fandom and racing culture. https://www.formula1.com/en/latest/article/how-drive-to-survive-has-changed-f1-fandom-and-racing-culture.2sIawNwTgDiKRGGe9TZ3N9
Motorsport Network. (n.d.). Brad Pitt not impressed with Lewis Hamilton comment that prompted F1 movie rewrite. https://www.motorsport.com/f1/news/brad-pitt-not-impressed-with-lewis-hamilton-comment-that-prompted-f1-movie-rewrite/10767744/
Statista. (n.d.). F1 TV audience in the United States https://www.statista.com/statistics/1461725/f1-tv-audience-us/
Statista. (n.d.). Box office revenue of the top-grossing movies worldwide https://www.statista.com/statistics/1551951/box-office-revenue-top-grossing-movies-worldwide
The Guardian. (2025, March 15). F1: Lando Norris hits out at ‘fabricated nonsense’ in Netflix Drive to Survive. https://www.theguardian.com/sport/2025/mar/15/f1-lando-norris-hits-out-at-fabricated-nonsense-in-netflix-drive-to-survive