Formula 1 Drive to Thrive - How to Handle Success

Abstract: The popularity of the Netflix series ‘Drive To Survive’ has almost doubled the amount of Formula 1 (F1) fans thanks to its great storytelling and compelling narratives about the drivers, teams, the rivalries between them and challenges they tackle. The first season aired in 2019 and it is estimated that more than 6.8 million people have watched the show. As a result, the F1 brand is stronger than ever which has increased the demand for live tickets and inflated the prices, something that old fans are annoyed about. F1 now has a clash of two fan bases and their respective different expectations. Some are watching F1 for the love of the cars and the sport, some are watching for the storytelling and humanising of drivers and teams. The gained strength of the brand is a fact, but what happens when a brand growth happens this fast? Will F1 be able to accommodate and nurture the needs and wishes of both old and new fans?