Formula 1 has long been defined by speed, spectacle, and a distinctly masculine ethos: on the track, behind the scenes, and throughout its culture. But that narrative is changing. And increasingly, it’s women, both fans and professionals, driving the shift.
According to the 2025 Global F1 Fan Survey, women now represent over 40% of the sport’s global fanbase. In key demographics like the 18–24 age group, female fans are approaching parity with male counterparts in several markets. These are not passive viewers. Social platforms, particularly TikTok and Instagram, have become hubs of commentary, analysis, and fan-led media that dissect strategy, performance, and team dynamics with fluency and precision.
This audience is also commercially influential. From merchandise to luxury co-branded campaigns, women are now key drivers of engagement and brands are taking note. Media coverage, team content strategies, and sponsorship deals are shifting accordingly, reflecting a new fan profile: digitally native, detail-oriented, and actively shaping the sport’s cultural and commercial footprint.
Historically, the record of women competing at the highest level of Formula 1 is sparse. Of the 775 drivers in the sport’s history, only five have been women. The last to start a Grand Prix was Lella Lombardi in 1976.
Progress is slow in part because the financial and structural barriers to entry, especially in junior karting, remain high. Access to early training, sponsorship, and mentorship has long favored male drivers, shaping the gendered pipeline before talent is even fully formed.
The F1 Academy, launched in 2023 and now under the leadership of Susie Wolff, aims to address that pipeline from its foundation. Unlike previous standalone initiatives, this all-female feeder series is backed directly by Formula 1 and its ten teams, providing young women with full season racing seats, high-performance training, and, crucially, visibility. In 2024, each of the ten F1 teams committed to sponsoring a driver, formally linking the Academy to the broader competitive ecosystem.
Wolff’s role is particularly significant. A former professional racing driver herself, she became the first woman in 22 years to take part in a Formula 1 race weekend when she drove for Williams in practice at the 2014 British Grand Prix. She later served as Team Principal and CEO of Venturi Racing in Formula E, leading the team to its most successful season before stepping into her current role as Managing Director of F1 Academy. Her leadership reflects a broader shift: women not only competing but shaping the institutional future of motorsport.
It’s not just drivers changing the face of the sport. Hannah Schmitz, principal strategist at Red Bull Racing, has played a pivotal role in championship-winning seasons, known for her composed, high-stakes decision-making under pressure. Her presence on the pit wall has become one of the most visible symbols of technical leadership in modern F1.
Women in engineering, communications, and executive leadership roles are becoming more visible, though they remain underrepresented. Figures like Bernie Collins, former Aston Martin strategist turned broadcaster, have helped bridge the gap between operational expertise and public recognition, broadening the perception of who belongs in motorsport.
Representation matters, but it’s only part of the story. What’s unfolding is a broader convergence of audience interest, professional participation, and commercial strategy. Luxury sponsors, media outlets, and governing bodies are adjusting, not to court a hypothetical demographic, but to reflect a constituency already present and active.
Participation and fandom are mutually reinforcing. As more women enter karting, junior formulae, and technical roles, a broader and more diverse audience begins to see itself reflected in the sport. Visibility builds not just aspiration, but infrastructure.
Formula 1 will not transform overnight. But the momentum under way is structural.
Sources:
BBC Sport, “'In 10 years you'll see a woman starting an F1 race'" by Matt Warmick, December 2024.
BBC Sport, " Meet the women helping to drive change in F1" by Werrda Ali, May 2025.
Glamour, "F1 Is For the Girls Now," by Stephanie Mcneal, June 2025.
Sports Tourism News, "2025 Global F1 Fan Survey: Key Insights," July 2025.
