In the last few years, interest in Formula One has surged worldwide.
According to GQ, it is among the fastest-growing sports in the world and in 2022 calendar year, the sport generated a total revenue of $2.5 billion compared to just $1.83 billion in 2018.
More than 70 million people watch each Grand Prix globally, while ticket sales have soared and three years ago saw a record total attendance across all of the season’s races of 5.3 million, compared to 1.2 million in 2019.
Australian Grand Prix Corporation CEO Andrew Westacott told Sky Sports F1: “Ticket purchasing used to be 75% male to 25% female.
“Purchasing for this year [2022] was 60-40, so there is a huge increase in female purchasing.”
Part of that surge in interest has been put down to the Netflix documentary series Drive to Survive, the seventh series of which is expected to be released in February or March this year.
The show has faced criticism from the drivers over its element of reality, but fans love it and the data shows that.
According to the 2023 YouGov Sports Whitepaper, more than 6.8 million viewers tuned in to watch Drive to Survive.
Of those, 63% of viewers watched at least three episodes in a row, while 31% of the audience is aged between 18 and 29 years old.
Meanwhile, 26% of Drive Survive fans have no interest in F1, and the gender split of viewers is much more balanced than the sport itself, with 46% being female.
On the back of that has come the F1 Exhibition in London, which is about the history, present and future of F1 racing with championship-winning cars and memorabilia.
Excel London is the latest stop on a world tour of the exhibition, which heads to Buenos Aires in Argentina next and has already been to Madrid, Vienna and Toronto.
The exhibition features artefacts, interviews, and photography, including the Lotus 72, McLauren MP4.4, and the Mercedes W09 in which Lewis Hamilton won his fifth driver’s title in 2018.
I had the opportunity to attend this event, which has extended its stay in London until March.
While it is rather expensive, if you are an F1 superfan or know a superfan its perfect.
Visitors have a headset and can go around at their own pace, pressing when they want to hear the audio of the videos.
It was the perfect length, if it was any bigger I believe I would have lost all attention.
Each room had a different, theme, whether that;s the history of F1, the more mechanical aspects, or the rivalries viewers see on Drive to Survive.
Added onto this are simulators which are perfect for those adrenaline junkies, with headphones to create a surround sound plus feeling the resistance on the steering.
I did go off the track multiple times, while I do wish there was a more immersive element like this throughout the exhibition to break up the constant reading you have to do.
However, visitors can go throughout the exhibition with limited reading as they have made it very visual, not just with trophies but parts of cars including engines.
While it is advised to take an hour and a half, I went around it for two hours but I read all of the information.
One thing I did observe by those at the exhibition is that there must be an unspoken rule about having to wear your F1 merchandise to the experience too.
The F1 Arcade is for fans to experience the excitement of F1 racing with full-motion simulators. You can drive as a team or go head-to-head in a race.
The F1 Drive is the perfect opportunity to test your skills behind the wheel of an F1-snipped kart, using F1 technology, including DRS and ERS, around a track.
It consists of three different track layouts that draw inspiration from iconic F1 circuits worldwide.
It is not the only F1 event in London, as the 2025 season launch will occur in London at the O2 on 18 February.
This is the first-ever season launch event to be held at the venue and saw tickets sell out in minutes.
For the first time in history, the grid of 10 teams, their 20 drivers, and their respective team principals will be in one room to reveal their 2025 liveries to mark the sport’s 75th birthday.
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