If you've been hearing whispers about Formula 1's growing popularity but aren't sure whether it's worth the screen time, you're missing out on one of sport's biggest success stories.
This article will help you understand the size of the prize for pubs, before providing actionable tips on how you can capitalise on this wave of popularity.
Whilst the sport struggled for relevance in the 2010s, the idea that it’s a niche interest is as outdated as cigarette sponsorship on cars.
In terms of searches on FANZO, F1 is the third-most-searched annual competition, behind the Premier League and Champions League.
Netflix's wildly successfull Drive to Survive has been watched by more than 700 million people globally since 2019, with 26% of viewers having no real interest in F1 before watching.
This documentary series has fundamentally changed F1's audience, bringing in younger demographics and casual viewers, whilst the recently released ‘F1’ movie will only cement that shift further.
Starring Brad Pitt, the film is on course to gross somewhere between $500/600 million at the Box Office (for context, that’s in the same ballpark as The Simpsons Movie).
For dedicated fans, it drives both incremental visits AND dwell time.
And here's where many pub operators miss out. F1 isn't just about Sunday's two-hour race. Smart venues are capitalising on the entire race weekend format.
Qualifying sessions on Saturday often generate as much excitement as the main event, whilst sprint races and practice sessions add extra layers of engagement. That's potentially three separate opportunities to drive footfall from a single Grand Prix weekend.
Combine that with the fact that F1 fans stay in the pub 30% longer than any other sports fans and spend 15% more, hopefully the high-value opportunity here becomes crystal clear.
Crucially, fans expect atmosphere and they demand commentary.
The technical nature of the sport means sound is crucial; fans want to hear team radio communications and expert analysis.
The next five races take place in Europe, guaranteeing UK-friendly broadcast times. This summer scheduling eliminates the awkward 3am start times that plague other US-focused sports, making F1 perfect for afternoon and early evening trade.
The British Grand Prix this week is a flagship opportunity - one that broke records for the most watched European race ever in 2024 with 2.19m live viewers. With a grid full of British drivers, now is the time to turn that domestic enthusiasm into pub viewership - give patriotic fans that chance to support their home race in a social setting.
Here's your competitive advantage: most pubs aren't maximising F1 yet. Whilst every venue shows Premier League matches, fewer are creating dedicated F1 experiences.
This presents a golden opportunity to differentiate yourself and capture new customer segments. Consider promotions that span the race weekend. F1 fans appreciate venues that understand the sport's format and reward their loyalty accordingly.
You're already paying for comprehensive Sky Sports coverage; F1 is included in that subscription.
With viewing figures climbing, weekend-friendly scheduling and less wide-spread competition from other venues, Formula 1 represents one of the best value opportunities in your sports programming.
The question isn't whether F1 is growing in popularity; the data confirms it is. The question is whether your venue will capitalise on this growth or watch competitors steal a march whilst you're still unsure.
Start with the British Grand Prix, measure the response, and build from there. Your Sky Sports subscription is already covering the costs, now make it pay.
