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Lando Norris, McLaren F1 Team, poses for pictures and signs autographs for fans
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Opinion

What's overtaken Drive to Survive as F1's biggest fan engagement tool?

OPINION: The Drive to Survive effect has been heralded as transformative for Formula 1 in attracting a bigger, and younger, audience. But is it still fuelling that fire, or was it the spark that started what has followed?

It does not take much to realise just how much Formula 1 has come on in the Liberty Media era. We almost take it for granted that grands prix are sellouts these days. There is also live television coverage every time an F1 car is running on track, and there is more content to read and watch online than ever before.

Even off the back of one of the most dominant campaigns in F1 history, as Red Bull won all but one grand prix in 2023, audience figures held up pretty well considering how dire it could have got. It’s testament to an audience that is engaged on a day-to-day basis and is not simply tuning in and out every fortnight depending on how much of an exciting battle each race looks like being.

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