Enzo Ferrari famously remarked that children typically draw red cars when asked to sketch a vehicle, a sentiment that resonated with Sofia Valente Pierini during her childhood. Recalling her Sundays spent with her maternal grandfather watching Formula One races, Valente Pierini’s admiration for Ferrari cars was evident. In 2025, her favorite driver, Lewis Hamilton, joined Ferrari and clinched his first Grand Prix victory in June 2026.
Despite the emotional challenge of supporting both Hamilton and Ferrari, Valente Pierini shared her passion for Formula One through her @formulasofia account since 2022, documenting the triumphs and setbacks of Ferrari fandom. Witnessing Hamilton’s victory on the podium felt like a long-awaited celebration for her.
Valente Pierini represents a new wave of content creators reshaping the F1 media landscape to engage a more diverse and younger audience, reviving interest beyond traditional fans like her grandfather’s generation. User-generated content, coupled with the success of the popular Netflix series “Drive to Survive,” plays a pivotal role in attracting a fresh F1 fan base, reminiscent of how radio once popularized baseball and hockey.
According to Stacy Lorenz, vice dean at the University of Alberta’s Augustana Campus, each sport finds a natural fit with specific broadcast technologies. F1’s embrace of short-form videos and streaming aligns with the modern media landscape, appealing to fans globally and transcending geographical boundaries, unlike traditional sports affiliations.
The acquisition of F1 by Liberty Media in 2017 marked a turning point for the sport, fostering a digital-first approach and enhancing fan engagement. Laurel Walzak, an associate professor at Toronto Metropolitan University, drew parallels with the evolution of hockey’s media strategy, emphasizing F1’s successful navigation of social media platforms to connect with audiences.
Former IndyCar driver James Hinchcliffe highlighted the transformative impact of “Drive to Survive,” showcasing the human drama and personalities behind the racing scenes. With a limited number of drivers competing in each race, F1 offers a unique opportunity to follow the sport as a narrative, akin to reality TV characters captivating viewers.
Online content has become a significant draw for fans, providing a glimpse into the close-knit F1 community and the intricate relationships among drivers. Content creators like Cadence Willie leverage multiple perspectives captured by F1 car cameras and team radios to cater to diverse fan interests, expanding the sport’s lore through memes and personal anecdotes.
Valente Pierini envisions digital accessibility making F1 more inclusive and affordable, broadening its appeal to a global audience. Despite F1’s glamorous image, she hopes that the digital revolution in the sport will democratize access and foster a more diverse and engaged fan base.