The Brand Formula for Female Fandom - Part 1: F1 State of Play
We are Brand Formula: An F1 Marketing Podcast. We, Mordecai and Elyssa, are your hosts bringing over 30 years of combined marketing experience and a passion for F1.
In Episode 3 we take our first weekend off in 2026 to focus on the primary driver of Brand Formula and F1 - Female Fans.
The rise of female fandom in Formula 1 is not just a trend; it represents a significant cultural shift in the sport. As marketers and brands adapt to this new reality, they must recognize the unique perspectives and passions that female fans bring to the table. As this is our first episode on the topic, we get right into the numbers breaking down the high YOY growth numbers of F1 female fandom and what is driving them to it. This is a global market that cannot be ignored.
We highlight, the creator community that’s doing the leg work that brands need to take notes from, not just take from. Brands get a real ROC (Return on Community) with female fans in F1. An shout outs to (just a few) of the female content creators we consider as doing the lord’s work:
@formula_dev
@fanbehaviorpodcast
@itslennaja
@tonicowanbrown
@podiumsundays
@marissakumari
In this episode, we also yellow flag a giant warning to not have the Taylor “Swift Effect” that occurred in NFL marketing strategy irreparably damage the robust conversation and diversity of female fandom when Kim Kardashian (potentially) makes her debut in the Ferrari garage this weekend.
We don’t stop with the NFL comparison as we think there are a lot of lessons to be learned, and revenue to be generated. And we highlight the marketing to female tropes that have failed female fans to date, ie. when glitter bombed with Sky's Halo.
Enjoy the episode, and as we continue to explore these dynamics, we invite all of you to follow along and engage in the convo. We are on all the platforms @brandformulapod.
Don’t forget to rate and subscribe (5 stars please.)
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