Opinion: F1 today is different but no less special

There was a time when F1 felt like a Mayfair men-only members club. It was as intriguing as it was alienating. The paddock was full of engineers, cigarette smoke and team principals deep in thought, holding clipboards; and drivers who were ready to wrestle a car, but would be way out of their depth walking a red carpet.

These days the sport manages to blend elite athleticism with the atmosphere of Fashion Week, Coachella and the Champions League final all at once. On any given race weekend you will find A-list musicians, Premier League footballers, NBA stars, supermodels, influencers and royalty mingling on the grid.

Perhaps this is the genius of modern F1. It no longer simply sells racing; it sells access. You are not just watching 22 drivers circulate a track. You are buying into a world.

Netflix’s Drive to Survive accelerated the explosion. Team principals became household names, and tyre strategy became office water cooler chat. It opened up the sport to audiences who previously didn’t know, let alone care, about undercuts and parc fermé rules. Fans became emotionally invested in every element.

Now we have a young generation of committed fans and more women watching than ever before. Races are sold out a year in advance, in every corner of the world, with an unprecedented demand from sponsors vying to associate with the coolest property in global sport.

Miami felt like a music festival with racing on the undercard. In Vegas, expect a hybrid of a nightclub and a Super Bowl. Monaco remains the jewel in the crown – as absurd as it is irresistible – and financially the sport is booming. Team valuations have skyrocketed, and with manufacturers piling in, there still feels like a way to go.

Technology is deepening engagement too. There is scope for immersive broadcasts, and AI-driven data experiences which takes fan interaction to a whole new level. This at least means that if you can’t afford to be in the paddock, or even the grandstands, you can still feel a part of the sport – from the comfort and convenience of your own home.

Perhaps this is the genius of modern F1. It no longer simply sells racing; it sells access

There will be the purists and naysayers who wonder if F1 has lost its way. Has the sport become too manufactured? Too polished? Too awash with celebs whose publicists have insisted on the invaluable PR of ‘bumping into’ Martin Brundle on his grid walk? Have we lost the slightly chaotic authenticity of the old F1? After all, we never want the racing to play second fiddle to the show.

I’m not worried. There are enough brilliant minds in F1 to protect its sporting credibility. The 2026 regulations with lighter, more nimble cars, and consistent efforts to improve wheel to wheel racing, suggest that F1 is still on track and recognises that protecting racing is sacrosanct. For me, the magic of F1 is that it’s managing to preserve its racing soul, whilst simultaneously embracing a modern entertainment culture around the sport. This makes it globally irresistible.