How has Aston Martin's Formula One fan base changed in the last 5 years?

Aston Martin's Formula One fan base has grown by 68% in the past 5 years, with over 54% of its fans now under the age of 35.

How has Aston Martin's partnership with ELEMIS skincare brand impacted the team's female fan base?

Aston Martin's partnership with ELEMIS was a "breakthrough moment," according to the team's head of F1 Academy and driver ambassador Jessica Hawkins, as it blended the high-performance world of motorsport with the science of skincare, resonating with the team's growing female fanbase.

Home / Sports / Aston Martin Revs Up Formula One's Youngest, Most Diverse Fan Base

Aston Martin Revs Up Formula One's Youngest, Most Diverse Fan Base

Q: What strategies has Aston Martin used to attract younger and more diverse fans to Formula One?

Aston Martin has embraced cultural collaborations in music, fashion, and beauty, partnering with global brands to offer unique experiences and merchandise that appeal to younger, more diverse fans. This includes events with Nigerian singer-songwriter Tems and a limited-edition Toy Story collection.

13 Nov

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Summary

Aston Martin's fan base grew 68% in 5 years, with over 54% under 35
Team's cultural collaborations attract younger, more female fans
Partnerships with beauty brands and social media influencers drive engagement

Aston Martin Revs Up Formula One's Youngest, Most Diverse Fan Base

In the past 7 years, Formula One has undergone a remarkable transformation, driven largely by the success of the Netflix docuseries "Drive to Survive." As of 2025, F1's social media following has more than tripled to over 100 million, with the number of fans under 35 tripling as well.

Aston Martin, the fastest-growing team on the grid, has been at the forefront of this shift. Over the past 5 years, the team's total fan tally has grown by 68%, with over half (54%) of its supporters now under the age of 35 - a significant increase from the F1 average of 44%. Aston Martin has also made strides in attracting a more diverse audience, with nearly a third of its fans being women.

The key to Aston Martin's success lies in its innovative approach to marketing and fan engagement. The team has embraced cultural collaborations in music, fashion, and even beauty, partnering with global brands to offer unique experiences and merchandise that appeal to younger, more diverse fans. From events with Nigerian singer-songwriter Tems to a limited-edition Toy Story collection, Aston Martin is redefining what it means to be a Formula One team.

Notably, the team's partnership with British skincare brand ELEMIS was a "breakthrough moment," according to Aston Martin's head of F1 Academy and driver ambassador, Jessica Hawkins. This collaboration blends the high-performance world of motorsport with the science of skincare, resonating with the team's growing female fanbase.

As Aston Martin continues to push the boundaries of what a Formula One team can be, the sport's future looks brighter than ever, with a new generation of fans eager to embrace the thrill and spectacle of the world's fastest motorsport.

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