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.