To what extent does the rising female audience in Formula 1 introducing the 'female gaze' to this traditionally male-dominated sport, and what potential does this shift have to shape the future of Formula 1?
BIBLIOGRAPHY
INTRO DUCT ION
Formula 1, long perceived as a male-dominated arena, is experiencing a significant demographic shift with the rise of a female audience. This change brings with it the concept of the "female gaze," a perspective that emphasizes storytelling, emotional connection, and inclusivity over traditional markers of competition and technical prowess. This literature review explores the extent to which the growing female fanbase is redefining the sport’s culture, aesthetics, and narratives. By examining fan engagement, media portrayals, and marketing strategies, this study evaluates the potential of this shift to reshape Formula 1’s future, creating a more diverse and holistic representation of the sport.
About Formula
Formula 1 (F1) is one of the most prestigious and popular motorsport series globally, known for its high-speed races, cutting-edge technology, and intense competition. Originating in 1950, F1 has evolved into a multi-billion-dollar industry, captivating millions of fans worldwide. The sport is governed by the Fédération Internationale de l'Automobile (FIA) and features a series of races, or Grands Prix, held on both traditional racetracks and temporary street circuits across various countries. F1 is unique in its blend of technological innovation, athletic performance, and strategic decision-making, where engineering, aerodynamics, and driver skill play critical roles in success.
The sport has a rich history with legendary drivers like Ayrton Senna, Michael Schumacher, and Lewis Hamilton, known for their dominance. Teams like Ferrari, Mercedes, and Red Bull Racing are synonymous with excellence, while manufacturers invest heavily in R&D to push speed and performance limits.
While historically viewed as a male-dominated sport, F1 is undergoing a shift, with increasing attention paid to diversity, fan engagement, and inclusivity. As the sport continues to globalize, it faces both challenges and opportunities to adapt to a broader, more diverse fanbase, influencing its future direction and legacy.
WHAT IS
HER
STORY OF F1
Known as "the first 'race queen' in Japan" Rosa Ogawa promoted an oil company. "Rosa first appeared in the late 1960s motor races in Japan to represent race winners, and make the grid girl as an icon at the race tracks" (Wong, 2012). Since then, promotional models became prominent in the 1970s and 1980s, peaking in the 1990s.
Motorsport has a habit of portraying women as passive objects rather than active. Historically, feminine representation has been restrictive, meaning that women in motorsport are never the ‘main character’, but rather as the love interest or merely just an eye-candy that the main character can flaunt over. The culture of sexually objectifying women in motorsports—or any other sport—is always common. The Professional Darts Corporation has 'walk on girls', the Tour de France has podium girls, and wrestling and boxing have ring girls. The pinnacle of motorsport, Formula One, however, has its own thing known as "Grid Girls".
As a "decorative figure" whose role it was to market the sport's experience, the Formula One Grid Girls exemplified the female passiveness in racing (Tippet, 2020).
The responsibilities of grid girls encompassed holding umbrellas or driver name boards on the grid, guiding the way to the podium during decoration ceremonies, all while dressed in minimal attire designed to appeal to the predominantly male audience and athletes. As part of their promotional activities, they typically wore apparel featuring the sponsor's name.
To start the 2018 season, F1 owner Liberty Media announced the removal of grid-girls from race weekends in January 2018. The decision affected F1, F2, and GP3 races. Sean Bratches, Formula 1's Managing Director of Commercial Operations, said: “Over the last year, we looked at a number of areas that needed updating to be more in line with our vision for this fantastic sport. The use of grid girls at Formula 1 Grands Prix has been a tradition for decades, but we believe it goes against our brand values and modern society. We do not believe the practice is suitable or relevant to Formula 1 and its supporters, old and new, across the world (F1, 2018).”
The Grid Girls' patriarchal gender and sexuality constructs are a striking representation of women being pushed to the sides of motorsport, serving only as a decorative trophies. The traditional patriarchal view that women are sexually submissive and "there to support" further supports the idea, in which masculine strength is upheld by female admiration and submission. Grid girls were associated with glamour and beauty, not ability or expertise, reflecting a cultural inclination to exclude women from motorsports' more active, executive, or authoritative responsibilities. Their presence reinforced the notion that women's value in motorsports was solely determined by their ability to be attractive and to be gazed at, rather than any intellectual or professional contribution to the sport itself.
Saint Mleux Charles Lecler’s Partner
While similar to Grid Girls, this "accessory" is often considered to be more refined and sophisticated in their approach to motorsport. The WAGs are the name of this device.
WAGs (or Wags) is an acronym used to refer to wives and girlfriends of high-profile sportsmen and women.
WAGs, similar to Grid Girls, are the representation of women beyond grid girls as mere accessories or ornaments.
Alexandra
WAG was first used by the British tabloid press to refer to the spouses and girlfriends of high-profile football players, primarily from the England national team. Victoria Beckham and Cheryl Cole were first commonly referred to as the WAGs during the 2006 FIFA World Cup, although the term had been used on occasion before. It came up as a result of the late 20th century trend of covering athletes' partners more extensively. Many fans view WAGs with a mix of admiration and jealousy; some supporters of the sport admire WAGs because their favourite athletes are able to attract such attractive women, while some admire WAGs because they have been chosen as drivers' partners.
The media frequently paid close attention to drivers' WAGs, but this focus was usually on their connections with accomplished male drivers rather than their own accomplishments. Media outlets would focus on their beauty, fashion, and social lives rather than any professional accomplishments or personal talents. This emphasis on their beauty and appeal rather than their personality or intellectual accomplishments reinforced the idea that women were there to provide visual pleasure and support to their male counterparts, rather than to be viewed as persons in their own right.
Charles Leclerc Formula 1 Driver
Thanks for the rise in social media, fans can now follow the glamorous lifestyle these athletes’ lovers lead in private. That is why it is not uncommon for WAGs to be a star of their own, their public image created around their athlete counterparts. Charles Leclerc's girlfriend, Alexandra Saint Mleux is the perfect example of WAGs-turned-icons. Even though Charles has seventeen million Instagram followers, the real buzz has been around Alexandra's TikTok presence (Smith, 2024). Her latest campaign for cosmetic company Rhode drew the attention of thousands of fans, the campaign targeting a niche audience; female Formula 1 fans.
Just like Grid Girls, the portrayal of women in this way, while appearing to be slightly more favourable, does not benefit female representation in motorsport. Because, once again, women are viewed as attractive accessories adorning the driver's arms. These women are, at times, simply beautiful women with real-life occupations who happen to be in a romantic relationship with an F1 driver. The infatuation with WAGs is never genuinely about who they are as women, but rather about who they are dating and how great their life appears to be; a stunning, wealthy lifestyle and dating equally beautiful athletes.
Having said that, it does not mean women can't compete in Formula 1. As a matter of fact, there have been a number of female drivers who have competed in Formula 1 and other motorsport categories. However, it is important to note that there has been a historically tragic imbalance in the number of female and male Formula One drivers.
As of the
777DRIVERS
41NATIONALITIES
1,122 RACES
have officially competed in a Formula 1 Grand Prix ONLY but
5 FEMALE DRIVERS
2024 São Paulo Grand Prix
Italian Maria Teresa de Filippis pioneered women's participation in Formula One, competing in five races in a Maserati 250F in 1958 and 1959, starting three. She was the first woman to qualify for a Grand Prix, finishing tenth at the 1958 Belgian Grand Prix. Surprisingly, from the first female driver in the era, despite persevering in the face of skepticism from other drivers and race officials, she said that gender discrimination had rarely been an issue.
The only time I was prevented from racing was French Grand Prix. The race director said, helmet a woman should wear is the one at hairdresser’s." Apart from that, I don’t encountered any prejudice — only surprise success.
—Maria Teresa de Filippis
was at the "The only at the don’t think I surprise at my
Another woman entered Formula 1 15 years after De Filippis retired. At the 1975 Spanish Grand Prix, Italian Lella Lombardi scored half a point, the only woman to do so.
Her and Lombardi's participation created history as the first and
As of the Las Vegas GP in November 2024, there has been no female drivers on the grid after Giovanni Amati. There are many factors as to why there have not been any female drivers in the last 32 years. In order to be an F1 driver, the traditional path would be to start from go-karting, to F4, F3, F2, then making all the way to F1. And that is also not guaranteed, because not only is the driver’s market really competitive as there is only 10 teams and 20 drivers for F1 every season, but the number of drivers with the talent and ability to drive an F1 car is extremely limited; hence, the supply side is already constrained. (Celik, 2020).
The main thing to notice, however, is the fact that most of these drivers, or at least most of the drivers on the grid started at a very young age, mostly ranges from go-karting from 3 to 5 years old. This is important to note because unlike men, most women don't have the privilege to be introduced to motorsport at such a young age due to gender roles and the history of social norms; that cars are for men.
F1, bought by Liberty Media in 2017, plans to expand diversity and inclusion “as we aim to create a diverse Formula 1 that reflects the world in which we race” according to its 2023 Gender Pay Gap Report. Their aim is to boost diversity and become more accessible and inclusive includes increasing paddock diversity and the gender pay gap. The 2018 Formula 1 gender breakdown was 72% male and 28% female. This rose to 69% male and 31% female in 2022 (F1, 2023).
Max Verstappen 4 Times World Champion
However, an ESPN survey reveal the extent of the lack of women within the sport. Although 38% of Formula One Management's 569 employees are female, data from teams is substantially lower (Lewis, 2021).
As
much as there is still to do, there was a real base of really important for us to remember. There are all these way before us, whether that was from a commercial side and even a bit on the engineering side and a little on me is F1 is not necessarily discriminatory against women.”
of women and that's something that is these incredible women who really paved the and marketing and PR, legal or business, the driving side so what that shows to women.”
POWERING F1 THE WOMEN IN STEM
With that being said, it doesn’t mean women in STEM have no place in modern F1. In 2024, women participate in other Formula 1 elements, working as engineers, directors, marketing and hospitality for teams across the rid; small numbers, but essential roles.
‘MARGA’ TORRES DÍEZ
HANNAH SCHMITZ
BERNADETTE
‘BERNIE’
COLLINS
Senior Race Strategist at Aston Martin to now SkySports Commentator
Trackside F1 Power Unit Engineer at Mercedes AMG
Senior Race Strategist at Red Bull Racing F1 Team
MARGARITA
These portrayals reinforced the idea that women in motorsports only supported men, excluding them from driving, engineering, and team leadership jobs. Women were frequently considered as neither necessary nor capable contributors in a sport like Formula 1, which values aggression, domination, and technical skill. From media coverage to the sport's infrastructure, where male-dominated drivers, engineers, and fans marginalised women. Women pursuing professional roles in F1 often encountered resistance, as they were perceived as tokens in a culture steeped in male dominance.
However, increasing visibility for women in F1 is essential to change this narrative. As Targett-Adams emphasized, having visible female figures is crucial: “The more visible females in Formula One, the more clear it is for a young girl to show that you can accomplish it from any background. It's about motivating the future generation, right? Also about providing opportunity.” (2021, Lewis).
GLOBAL F1 FANS ARE FEMALE
+8% FROM 2017
(Adgate, 2024)
F1 fans cited Drive as a major reason fandom
Drive to Survive reason for their fandom
The growth of Formula 1’s audience through streaming services and social media has been key in attracting new demographics. Shows like Drive to Survive have humanised the sport, focusing on drivers' personalities, team dynamics, and emotional highs, resonating with a wider audience, especially women.
Since Drive to Survive launched in 2019, Formula 1’s fanbase has become more diverse in gender, location, and engagement, with the sport becoming the fastest-growing league on social media for four consecutive years.
Trackside spectators' expressions reflect the fact that female Formula One fans increased. Over the past four years, the percentage of female Grand Prix attendees has increased from 20% in 2019 to over 33% (Williams, 2024).
The female gaze has gained traction in media studies as a critical framework that emphasises women's views, experiences, and subjectivities when consuming and interpreting media. Unlike the male gaze, which, according to feminist theorist Laura Mulvey, sees women primarily as passive objects of male desire, the female gaze focusses on humanising individuals and capturing them in ways that reflect their complexity. It emphasises emotional depth, personal narratives, and mutual respect instead of objectification (Gamman & Marshment, 1994).
In the context of media, the male gaze traditionally frames women in ways that reduce them to their physical attributes, reinforcing gender stereotypes and perpetuating power imbalances. The female gaze, in contrast, shifts the focus to subjectivity, empathy, and equality, offering alternative ways to engage with narratives. This lens often celebrates skill, achievement, and character over aesthetics, encouraging more inclusive representations.
When applied to sports, the male gaze might emphasize the physicality and appearance of athletes, often sexualizing female participants or ignoring women as spectators. The female gaze, however, seeks to delve into athletes' stories, struggles, and triumphs, appreciating their abilities and personalities without reducing them to mere objects of attraction.
As Formula 1's female audience grows, the sport is undergoing subtle yet significant changes. Traditionally shaped by a male-dominated view focused on technical prowess and raw competition, F1 is now embracing a more balanced perspective. Female fans bring fresh insights, valuing the blend of engineering, strategy, and emotional resilience. Their interest challenges stereotypes, shifting focus from drivers’ appearances to their skills, dedication, and ability to thrive under pressure.
Additionally, women highlight the personalities and values behind the sport. Drivers like Lewis Hamilton and Sebastian Vettel are celebrated not just for racing but for their advocacy and activism, reflecting a broader, more inclusive narrative for F1.
Female Gaze Consumption
Female-led communities and media also reshape narratives around drivers, emphasizing humanitarian work, personality, and leadership. For example, Carlos Sainz's humility and Daniel Ricciardo's humor are widely celebrated in female-driven fan spaces, contrasting traditional focuses on physical prowess and competitiveness.
The rise of female content creators aligns with F1's push for diversity through initiatives like “We Race As One” and increased female representation. Female fans often advocate inclusivity, highlighting underrepresented groups such as female engineers, journalists, and diverse drivers.
F1’s marketing has also evolved, offering inclusive branding, women-focused merchandise, and campaigns celebrating diversity. Partnerships with organizations like the W Series reflect the values female fans bring to the sport.
Like team wear and the Swiftie-inspired bracelets, these fan and community-created merchandise lines, of which there are many, are now common sights at the races, acting as social signals and giving this new wave of fans a sense of presence, visibility and belonging in real life (Faulkner, 2024).
Drive to Survive is not the only factor contributing to the rise of female fans, but also social media and the rise of the creator economy. Because these virtual online communities would not exist unless creators on social media discussed F1 and created contents about it.
Women are engaging with the sport not only as spectators but also as active participants in online communities, fan forums, and social media discussions. The growing presence of female content creators, bloggers, and influencers dedicated to Formula 1 has further amplified this trend, creating inclusive spaces for discussions and fandom. Platforms like Instagram, Twitter, and TikTok show disproportionately higher engagement rates for posts focusing on driver personalities, lifestyle content, and community interactions.
The new female fans of Formula 1 bring something completely new to the traditional Grand Prix. Instead of just enjoying the race on the track, the Formula 1 Grand Prix now has the fashion, vibe, and energy that were akin to a musicfestival and everyone was gathered to catch a glimpse of their favourite motorsport superstar. Making special glittery outfits inspired by their favourite team or driver, bringing their own giant printed heads of drivers and handmade posters.
Oscar Piastri, a young McLaren driver, left the Australian Grand Prix with “at least 50” bracelets, a trend inspired by the Taylor Swift Eras Tour. Popularized by Swifties and embraced by younger female F1 fans, this marks a unique example of the "fangirlification" of Formula 1, blending Swift's influence
“THE PALE, MALE AND STALE-NESS OF F1 MADE IT RIPE FOR DISRUPTION,”
says Cowan-Brown, who also created Sunday Fangirls, a brand that speaks to the growing number of ‘fangirls’ within sports. Like team wear and the Swiftie-inspired bracelets, these fan and community-created merchandise lines, of which there are many, are now common sights at the races, acting as social signals and giving this new wave of fans a sense of presence, visibility and belonging in real life (Faulkner, 2024).
Carlos Sainz Jr. Formula 1 Driver
Fan Culture of F1 Online Community
Drive to Survive is not the only factor contributing to the rise of female fans, but also social media and the rise of the creator economy. Because these virtual online communities would not exist unless creators on social media discussed F1 and created contents about it.
Women are engaging with the sport not only as spectators but also as active participants in online communities, fan forums, and social media discussions. The growing presence of female content creators, bloggers, and influencers dedicated to Formula 1 has further amplified this trend, creating inclusive spaces for discussions and fandom. Platforms like Instagram, Twitter, and TikTok show disproportionately higher engagement rates for posts focusing on driver personalities, lifestyle content, and community interactions.
Dedicated F1 fan accounts, podcasts, and female-led content creators have built online communities, fostering inclusive dialogues. For instance, hashtags like #WomenInMotorsport and #F1Girl have created a sense of belonging for women in what was historically a male-dominated fanbase. Short, engaging videos on TikTok have introduced F1 to a younger demographic. Female fans, in particular, resonate with videos showcasing humorous or emotional moments, helping humanize the sport.
Women are not just consumers of F1 content—they are increasingly shaping the narrative around the sport through creative and analytical outputs
By embracing their roles as content creators, women are challenging traditional representations of F1 fandom. These creators are expanding the sport’s cultural reach, amplifying voices that have historically been sidelined, and fostering a more inclusive environment.
Female influencers like commentators, and TikTok how F1 is consumed. commentary, behind-the-scenes relatable content, making accessible for women. YouTube, and Instagram TikTok creators focus on while Instagram influencers on race-day fashion, driver sustainability efforts. Many explain F1's technical aspects, or tire strategy, making approachable for newcomers. only empowers new fans their connection
@alessandragiiovanna
like vloggers, Instagram TikTok creators are reshaping consumed. They offer race behind-the-scenes insights, and making the sport more Platforms like TikTok, help redefine F1 fandom. on light-hearted content, influencers share curated posts driver personalities, and F1's Many women creators aspects, like aerodynamics making the sport more newcomers. This approach not fans but also strengthens to the sport.
Dedicated F1 fan accounts, podcasts, and female-led content creators have built online communities, fostering inclusive dialogues. For instance, hashtags like #WomenInMotorsport and #F1Girl have created a sense of belonging for women in what was historically a male-dominated fanbase. Short, engaging videos on TikTok have introduced F1 to a younger demographic. Female fans, in particular, resonate with videos showcasing humorous or emotional moments, helping humanize the sport.
A deep dive into Formula 1 newly exist stan culture
Stan Twitter is a popular platform for fandoms, and F1 has its own presence known as #F1TWT. Since F1 doesn’t have an official fandom name, fans identify themselves by the platform they use, such as "F1TWT" for those active on X (formerly Twitter).
On X, “twt” is shorthand for “tweet,” and fans use the #F1TWT hashtag to connect and find mutuals (moots). Profiles often follow a consistent format: pronouns, age, favorite drivers, and interests, making it easy to connect with others who share similar passions.
Monthly Trend
The F1TWT community joins a monthly trend inspired by K-pop's #SelcaDay, where fans share selfies paired with a driver's photo, often mimicking their pose. It’s a fun, optional activity that started in K-pop and has spread to F1 fans.
ing feud between Nicki Minaj's Barbs and Cardi B's fans.
In F1, rivalries are more complex, rooted in on-track action and intense competition. These rivalries fuel the sport’s drama, captivating fans worldwide. The 2021 battle between Max Verstappen and Sir Lewis Hamilton was a prime example, thrilling and controversial, but it also sparked toxic online behavior (F1,2021)
By 2024, a new rivalry between Verstappen and McLaren’s Lando Norris has reignited such toxicity on F1 Twitter (F1TWT), with arguments escalating to death threats and doxing. While rivalries drive sports, how fans engage—especially online—can overshadow the competition, raising questions about fostering respect within sports communities.
The introduction of the female gaze into Formula 1 represents more than just a demographic shift—it signals a cultural transformation. By valuing personal stories, emotional connections, and inclusive representation, female fans are broadening the appeal of F1 and challenging its traditional image. This shift encourages the sport to evolve in ways that resonate with a wider audience, making it more relatable and socially relevant. As female fans continue to engage with the sport, their influence could lead to changes in how F1 is marketed, presented, and consumed. The focus on drivers’ skills, narratives, and contributions to society, rather than purely their performance or physical appearance, could set a new standard for sports media, making Formula 1 a leader in inclusivity and progressive representation.
The increased interest among women is also linked to a gradual shift in representation within the sport. As the female fanbase has grown, so has the representation of women in a wide range of roles within racing, both on and off the track. Although historically a male-dominated environment, the presence of female role models has increased in recent years. The inclusion of women in leadership positions, engineering teams, and initiatives such as the W Series, a women-only racing competition, has signalled a progressive trend towards inclusivity.
In 2023, Liberty Media launched an F1 Academy with the goal to give female drivers the chance to compete in higher levels of auto racing for women between the ages of 16 and 25. Another initiative has been adding more women to the staff of racing teams. In addition, there has been an influx of younger F1 drivers helping to attract new fans. This visibility has encouraged more women to see themselves as part of the sport, whether as fans or as professionals.
