The roar of the engines, the smell of the rubber, the energy of the fans – it was all pulsating under a clear blue sky at the Formula 1 United States Grand Prix in Austin, TX, last month.
Formula 1 is the fastest-growing global sport, and it’s attracting a diverse fan base from every part of the world. An emerging and less talked-about F1 fan base, however, comprises Black fans – who initially may have become aware of the sport because of star driver Lewis Hamilton but are now here to stay as part of the larger F1 community. In a sport that has historically been known for its lack of diversity, it’s heartening to see Black fans becoming more front and center – and that was very clear at the Grand Prix in Austin.
Jasmine Wright, a business analyst who lives in the San Francisco Bay Area, first became an F1 fan when she watched Netflix’s “Formula 1: Drive to Survive,” a behind-the-scenes documentary series following the sport’s top drivers. As she puts it, “I was hooked and became excited by the engineering behind it all. I’m a math nerd, so [I like] the fact that there is so much data and so little can affect so much – like tire type or weather.”
But beyond the mechanics of it all, Wright just loves the competition. “The adrenaline the sport provides to fans is like no other,” she says. “With every race, something exciting happens . . . every moment is thrilling.”
Hatcher Purnell, a university administrator from Los Angeles, shares a similar sentiment. For him, “It’s the Super Bowl every week.”
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The Evolving Demographics of F1 Fans
Black women were visibly present at the Austin Grand Prix, redefining what we might imagine is a stereotypical F1 fan. In general, the increase in women fans has made headlines in recent years. About 40 percent of fans are women, up from just 7 percent in 2017, and the sport has been drawing more diverse racial viewership, CNBC reports.
In recent years, F1 has committed to increasing its efforts in the areas of diversity and inclusion, including by launching the #WeRaceAsOne initiative, designed to expand the diversity of its pool of drivers; creating a program to encourage young children to pursue STEM fields; and starting up F1 Academy to advance women in the sport.
It’s no secret that Hamilton – who’s Black and hails from England – also deserves a lot of credit for paving the way for diversity and inclusion within F1. He created The Hamilton Commission to examine diversity within British motorsports and invited Black women engineers to join. In 2019, a report from the commission estimated that less than 1 percent of F1 employees were Black. Throughout his career, he’s also specifically championed Black women; last year, he celebrated Stephanie Travers, who became the first Black woman to stand on an F1 podium as a member of Hamilton’s Mercedes team.
Hamilton’s outward support for Black women has translated to a legion of Black women race fans who travel to F1 to cheer him on. For Meleata Pinto, a senior marketing director who lives in Durham, NC, Hamilton was a huge factor in her interest in Formula 1. “Hamilton is a trailblazer in the sport – and is the first and only Black driver on the circuit and perhaps the greatest driver of our generation,” she says. “He continues to break barriers, both on and off the track.”
“The only thing missing is a race on the continent of Africa.”
Hamilton’s global appeal, popularity, and use of his social media to champion racial equity make him the most visible and recognized F1 ambassador for diversity and inclusion. Looking to the future, he is hoping to continue to expand F1’s reach globally. In a recent interview, Hamilton said, “We can’t be adding races in other locations and continue to ignore Africa.”
Fans agree. As Sean Brown, an F1 aficionado from Los Angeles, says, “I love the global reach of F1 as a sport, lifestyle, and cultural experience. The only thing missing is a race on the continent of Africa.”
How Black F1 Fans Come Together IRL
The sense of community among Black fans was palpable in Austin. Brown attributes the growing in-person community to bonds first built via social media. For example, Black fans gather and talk about all things F1 through identity-specific social media groups on Facebook, fan-initiated group chats, city-based fan groups, and podcasts like “Quick Stop,” one of the first podcasts aimed toward Black F1 fans.
These connections then extend beyond social media, where members will travel to meet up and watch the action live on the circuit. Gen Z and millennial fans, in particular, are traveling more to enjoy sports experiences like F1.
There were plenty of fan experiences on deck in Austin, courtesy of F1 global sponsor American Express. Fans at the Austin Grand Prix were able to fully explore and enjoy the sport in a range of ways, from taking a Hot Lap spin with an F1 professional driver at the Amex Pit Stop, to creating a driver intro video at the Fan Experience to share on social media, to taking in the iconic views at the COTA Tower.
F1 fandom is also passed down through generations. Take Kevin A. Jenkins, a US Department of Justice public engagement and outreach director who lives in Washington DC. He says he’s been inspired by Hamilton’s career for many years but began to follow F1 more closely when his 12-year-old son got interested in the sport.
“F1 is an everyday conversation in our household, and the sport is what the two of us bonded together over,” he says. “As a father, I try to connect F1 to the values we hold as a family. Watching the drivers exhibit teamwork or how a driver carries himself in winning or defeat is important to us as a family and as fans, but also important lessons and takeaways in discussions with my son.”
For Kevin Jr., F1 is everything. “From the drivers to the pit crew, the teams, to their social media accounts, to the fashion . . . . F1 is amazing,” he says. “I love watching the race with my dad and other F1 fans, and when my driver is doing great, I feel pride, like in a small way I helped them to get there.”
Attending the Grand Prix in Austin indeed provided insight into how diverse and loyal the fans are, and also how the sport offers a fan experience that reaches beyond the race itself. With every race – the next is in Las Vegas on Nov. 23 – Black fans are continuing to grow their presence. As Pinto says, “There is something for everyone, and the global reach of F1 will continue to amplify the sport.”
Ralinda Watts is an author, diversity expert, consultant, practitioner, speaker, and proven thought leader who works at the intersection of race, identity, culture, and justice. She has contributed to numerous publications such as PS, CBS Media, Medium, YahooLifestyle, and the Los Angeles Times.
