The Formula 1 paddock is increasingly resembling a fashion runway, according to Susie Wolff, former professional racing driver, managing director of the F1 Academy, and wife of Mercedes F1 team CEO and principal, Toto Wolff. “That’s where everyone makes their entrance, from the celebrities, the girlfriends and wives of the drivers,” she said, describing the exclusive area at races where teams, media, and guests converge.
Wolff, intimately familiar with the sport’s evolution, believes F1’s inherent “glamour” – a combination of precisely engineered cars and luxury brands in global cities – is being amplified by a fresh wave of celebrity interest. This shift is attracting a younger demographic, particularly those aligned with Gen Z tastes.
A key catalyst for this change is the Netflix series Drive to Survive, which is returning for its eighth season. The show’s popularity has coincided with a deliberate effort to modernize the sport following its 2017 acquisition by US company Liberty Media for $4.4 billion (£3.3 billion), according to reports. Liberty Media succeeded Bernie Ecclestone, who had led Formula 1 for nearly four decades, and prioritized digital rights, social media promotion, and new marketing initiatives.
In 2018, Formula 1 discontinued the use of promotional models, often referred to as “grid girls,” and commissioned Drive to Survive, aiming for unfiltered access to drivers, teams, and management. F1 statistics now show that 43% of its fanbase is under 35, a 30% increase since 2018. A 2023 YouGov study indicated that seven million people watched the latest series of Drive to Survive, with 31% of the audience aged between 18 and 29.
Wolff notes that teams are recognizing the value of off-track drama and personalities, understanding that “it’s more than just about the racing.” This realization has transformed access to F1 race weekends into a highly sought-after opportunity for celebrities seeking marketing and PR exposure.
The 2025 F1 Las Vegas Grand Prix saw high-profile attendees including Beyoncé and Jay-Z, with Beyoncé sporting a custom Louis Vuitton racing suit. Other recent events have attracted Jennifer Lopez, Timothée Chalamet, and members of the K-pop group BLACKPINK. The new season of Drive to Survive frequently features partners of drivers, such as Alexandra Saint Mleux, fiancée of Ferrari’s Charles Leclerc, and Rebecca Donaldson, girlfriend of Williams driver Carlos Sainz, showcasing high-fashion attire.
While celebrity presence in the paddock has been a feature for decades – with figures like Nicole Scherzinger associated with Lewis Hamilton in the late 2000s and early 2010s, and Geri Horner, wife of former Red Bull team principal Christian Horner, more recently – the current wave appears different. Matt Elisofon, co-host of the Red Flags Podcast, observed a historical prevalence of British celebrities, referencing a memorable 2003 interaction between Ozzy Osbourne and Martin Brundle during a live television broadcast. He contrasts this with the current trend towards American celebrities, citing Will Smith’s presence in Abu Dhabi.
Elisofon as well highlighted growing investment in F1 by figures like Taylor Swift’s fiancé, Travis Kelce, and Patrick Mahomes, who are investing in the Alpine F1 team. This represents a “new dimension” to the sport’s celebrity engagement.
The increased visibility of drivers’ partners, often referred to as “WAGs,” is also evolving. Brian Muller, also of The Red Flags Podcast, suggests that these figures are gaining agency in building their own brands. He describes the celebrity presence as a “gateway” to attract casual viewers, noting that 26% of Drive to Survive fans surveyed by YouGov in 2023 had no prior interest in Formula 1.
Wolff emphasizes the importance of maintaining “sporting integrity” alongside the increased glamour, stating that celebrity presence should not overshadow performance. Brad Pitt filmed scenes for a movie about F1 at the Silverstone circuit during the 2024 British Grand Prix.
The growing appeal of F1 to women is also notable. Bella James, an F1 content creator on Instagram and TikTok, believes Drive to Survive has fostered a deeper connection between fans and drivers, while also “allowed women the same access men had.” F1 reports that 42% of its fans are now women, with the 18-24 age bracket representing the fastest-growing demographic. Wolff reflects on a past perception of the sport as “very macho and very male dominated,” but notes that societal changes, as seen in the F1 Academy series, are challenging that image.
The 2026 F1 race calendar begins in Melbourne, Australia, on March 6. Speculation is already circulating about potential celebrity attendees, including Kim Kardashian, who was recently seen with Lewis Hamilton at the Super Bowl. Fans are also anticipating a repeat of the dramatic rivalry between Max Verstappen and Lewis Hamilton, particularly recalling the controversial 2021 season finale in Abu Dhabi, an event that Wolff believes “really helped open the sport up to a new audience.”