For decades, Formula 1 was known mainly as a high-speed technical sport for dedicated racing fans. But after Liberty Media bought the commercial rights in 2017, Formula 1 transformed into a worldwide entertainment and lifestyle brand.

A bold rebrand that changed everything

Soon after the takeover, Formula 1 went through a major rebrand. The old, traditional logo and style were replaced with a clean, modern design that looked fast, simple, and global. This change was not just about looks. It signaled a shift in how Formula 1 saw itself. It was no longer only a motorsport. It became a global entertainment brand built for modern audiences.

Along with the new design came a new voice. Formula 1 started telling stories about the people behind the sport, not just the machines. It built a strong digital presence on social media, creating daily content that made fans feel closer to the action.

From race cars to human stories

Liberty Media understood that storytelling could turn casual viewers into fans. The biggest breakthrough came in 2019 with the Netflix series Drive to Survive. The show gave people a behind-the-scenes look at the rivalries, pressure, and drama of the sport. It turned drivers into personalities and races into emotional journeys.

This new approach worked. The average age of fans dropped, more women began following the sport, and a new global audience started to see Formula 1 as something bigger than racing. It became a mix of sport, entertainment, and culture.

From circuits to a global brand

With its fresh image and focus on media, Formula 1 became attractive to brands, sponsors, and investors. It created new opportunities for merchandise, fashion, and licensing deals. The sport became a platform for storytelling and global marketing.

Formula 1 is now a year-round entertainment product. The races are only part of it. The social media clips, interviews, and behind-the-scenes videos keep fans engaged long after the checkered flag falls.

Why it matters

Today, Formula 1 is more than a sport. It is a global brand that connects people through stories, style, and emotion. By combining design, media, and human storytelling, Formula 1 managed to reinvent itself for the digital age.

From its early Grand Prix roots to its current global reach, Formula 1 has shown that even the most traditional sports can evolve into modern, powerful brands that capture the attention of the world.