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Formula 1 has won the battle for attention. Now it needs to win the battle for loyalty.

F1 has mastered the art of attracting a new generation of fans — but turning that surge in attention into lasting loyalty will be the defining challenge for teams, sponsors and the sport itself.

Published 10 Sept 2026Curated by Transfer Window
Formula 1 has won the battle for attention. Now it needs to win the battle for loyalty.

Summary

F1 has mastered the art of attracting a new generation of fans — but turning that surge in attention into lasting loyalty will be the defining challenge for teams, sponsors and the sport itself.