57: How influencers are growing F1 audiences in the US

James Allen On F1

This week we discuss some of the significant developments that took place during the Brazil GP weekend, which saw Lando Norris take command of the F1 Drivers Championship and look ahead to the Las Vegas Grand Prix. In particular we delve into the role influencers are playing on helping F1 to reach new audiences in the United States, enlarging the fan base well beyond the traditional motorsport audiences.

We hear all the time about the growing role of influencers in the coverage of the sport. F1, the teams and brands all now regularly invite them to attend races and interact with the stars. This is especially true of influencers in the US, some of whom have followings as large as mainstream media platforms, among demographics that F1 has not previously reached. How much more growth is there in F1?

To find out more about their role and what the life of an influencer is about, James went to meet Brian Muller and Matt Elisofon, who host the popular Red Flags podcast, featuring former F1 team boss Guenther Steiner, to get their take on it.

We also welcome back our F1 writer from the Netherlands Ronald Vording,

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Send your comments or questions to: @jamesallenonf1 on X or [email protected].
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A Motorsport Studios production for Autosport