New F1 fans. Everyone in the F1 paddock is talking about them, teams and sponsors want to reach them, and drivers come face-to-face with them constantly.

Brands like e.l.f. and La Roche-Posay are showing up and cashing in. 

Findings suggest that the sport's appeal is now self-sustaining, propelled by its digital engagement strategies the charismatic appeal of its drivers, and a dedicated global fanbase.