The landscape of Formula One fandom is undergoing a transformation, but this change isn’t related to gear shifts. Back in 2017, only around eight percent of worldwide F1 enthusiasts were female, as stated by F1 Chief Executive Officer Stefano Domenicali. However, by the end of 2022, that statistic skyrocketed to an impressive forty percent.
In the following year, a research sponsored by Heineken disclosed that 65 percent of newly acquired Australian Formula One fans are women. It's clear as day: the enthusiastic female supporters have made their voices heard, making F1 distinctly driven by females—no pun intended—as never before. If you remain unconvinced, consider looking into F1’s collaborations.
Last year, Charlotte Tilbury made history as the first female-founded beauty brand to secure an F1 sponsorship. The White Lotus Actor Alexandra Daddario serves as an ambassador for TAG Heuer, a brand long associated with Formula 1. She has been part of their team since 2016 when she became the official timekeeper and partner of the Oracle Red Bull Racing Formula 1 Team. In her role representing the revamped edition of the new TAG Heuer Carrera Date, Daddorio showcases this model perfectly. The watch embodies both tradition and modernity; it features a fresh femininity through delicate pastel hues like soft powder pink adorned with diamond indices, along with a soothing shade of lilac.
Women are moving away from the traditional dainty, delicate watches often promoted to them, and the Carrera Date is becoming popular as an option for making a bolder fashion statement. Similar to how large timepieces were once considered exclusive to men, they're now appealing to a broader audience. This shift mirrors changes within Formula 1, where collaborations aren’t what we’d expect compared to previous eras when events had “Ladies Days” that implied women belonged only beside male partners rather than participating directly. These days, initiatives such as eliminating "Grid Girls" reflect progress beyond these old stereotypes about women's roles in motorsports.
This partnership is ideal for Daddario, who frequently appears at racetracks. For TAG Heuer’s The Chase for Carrera campaign, she exudes a sporty-chic sophistication, complementing her pink Carrera Date watch with a leather racing jacket. Similarly, many Gen Z and millennials would recognize popular racecar drivers like Daniel Ricciardo, Lewis Hamilton, and Max Verstappen as favorites among women of their generation.
What exactly transpired here? How did Formula 1 manage to boost its dwindling audience numbers and transform into the coolest sport in contemporary culture? It surely helps that many of its well-known personalities resemble stars fresh from a boy band. We can't overlook how this heartthrob factor might have contributed to an unexpected surge in female fandom (there's even a successful line of F1-inspired romantic novels called "Dirty Air").
Next comes the Netflix phenomenon. With the debut of "Drive to Survive" in 2019, Formula 1 racing surged into mainstream culture, overshadowing former staples of reality television such as shows about housewives, budding models, and romance series.
The hint lies within: although attractive drivers undoubtedly add appeal, the female fanbase isn’t merely present for visual stimulation. Women who are passionate about Formula 1 would readily share that what truly captivates them is the intense political drama, strategic gameplay, and exhilarating performances of the race. Historically, observers often underestimate the influence young women wield over culture. Consider the case of Beatlemania, Taylor Swift obsession and general stan culture.
However, women frequently lead the way in defining the spirit of the times. The F1 seems not to deviate from this norm. This year marks a continuation with just two female drivers recorded historically: Maria Teresa de Filippis in 1958 and Lella Lombardi from 1974 to 1976, indicating they could use some more representation.
The sport is addressing this underrepresentation issue. In 2022, Formula 1 unveiled the F1 Academy, a gender-specific championship aimed at giving women a clear route towards excelling in motorsport. Round one kicks off in Shanghai later this month. Off-track and online, the number of female fans has surged dramatically within the F1 community. Thanks to these dedicated supporters, should this pattern persist, we can expect more women occupying racing seats soon. Women in F1 are not merely competing; they're flourishing.
The article initially appeared in the March edition of ELLE Australia.
The post How Formula One Has Become The World’s Most Fashionable Sport appeared first on ELLE .
