Formula 1 was a niche sport in the U.S. in 2019, with limited awareness and an underdeveloped brand presence. Fast forward to today, and F1 has seen explosive growth in viewership, event attendance, and social media engagement. All of this has been largely fueled by the Netflix phenomenon Drive to Survive.
But how has F1’s brand perception evolved beyond the raw numbers? And how does it stack up against its biggest U.S. competitor, NASCAR? Using BERA’s data, we analyze F1’s transformation in brand strength, audience appeal, and competitive positioning.
F1’s Brand Surge: A Strategic Partnership Moves F1 From Obscurity to Recognition
Prior to the Netflix series launch in Q1 2019, Formula 1 was a virtual unknown in the U.S., ranking at just the 25th percentile in brand equity. This is a stark contrast to Netflix, which dominated at the 98th percentile.
The partnership was a game-changer. By leveraging Netflix’s storytelling expertise, Formula 1 transformed from a niche motorsport into a gripping, high-stakes drama that captivated new audiences. The result is that casual viewers became engaged fans, fueling a surge in awareness, engagement, and brand momentum.
Today, F1’s brand trajectory is on the rise, climbing to the 38th percentile in brand equity. Notably, BERA.ai data highlights F1’s strong uniqueness, which is a crucial asset in distinguishing it from competitors. The sport has also advanced in the consumer relationship stage, shifting from “Boredom” to “Dating,” signaling growing emotional investment and long-term potential.
With positive momentum on its side, Formula 1 is expanding its presence and accelerating toward deeper consumer connection and broader cultural relevance.
F1’s Funnel Gains: Stronger Awareness, Consideration, and Usage
Brand funnel metrics tell the story of F1’s rising mainstream appeal. BERA.ai data shows that since the debut of Drive to Survive, Formula 1 has seen big increases in Awareness, Consideration, and Usage. These big increases impact the volume in the funnel from top to bottom.
While this progress is notable, the sport’s overall Meaningfulness score—which measures deep emotional connection—remains an area for improvement. This indicates that while more people are aware of and considering F1, the brand has yet to cement itself as an indispensable part of consumers’ lives.
The F1 vs. NASCAR Showdown: Who Wins the Race for Brand Equity?
Among men aged 18-49, F1 remains in close competition with NASCAR but still trails slightly in overall brand equity.
However, the differentiation factor works in F1’s favor:
- F1 is seen as more unique and aspirational than NASCAR.
- NASCAR is better known and generally more liked due to its longer U.S. presence.
- F1’s growing sophistication and excitement associations have helped attract a younger, higher-income, and college-educated audience, signaling a demographic shift that could drive long-term brand value.
Final Takeaway: The Road Ahead for Formula 1
The Netflix effect has been undeniable. Formula 1’s brand equity, awareness, and audience engagement have all surged since Drive to Survive hit screens five years ago. The sport has successfully moved from niche to mainstream, but the challenge ahead is clear:
- Deepen consumer loyalty by building more emotional attachment.
- Leverage uniqueness to further distinguish itself from NASCAR.
- Continue broadening U.S. appeal without losing its premium, global allure.
The race for brand dominance is far from over, but one thing is certain: Formula 1 is no longer just a European obsession. It’s now a growing force in American sports culture, and it’s all thanks to a strategic vision and partnership.
