Ariana Bravo on Formula 1's Growth and the Future of Fan Engagement

As part of Santander’s Driving Tomorrow series, Formula 1 broadcaster Ariana Bravo shares insights into the sport's remarkable expansion, the diversification of its audience, and the innovative ways it's fostering deeper connections with fans worldwide.

Ariana Bravo, a prominent figure in Formula 1 broadcasting through her roles with F1 TV, Track TV, and hosting the Fan Forum at Grands Prix, has witnessed the sport's transformation firsthand. Known for interviewing drivers, engaging with paddock personalities, and interacting directly with fans, Bravo highlights how Formula 1 has evolved beyond pure racing into a global entertainment spectacle.

“The sport has changed in so many different ways,” Bravo says. “We are no longer just all about racing: we're now an entertainment spectacle that travels all around the globe.”

This evolution is evident in the fanbase's growth, with Formula 1 now reaching 827 million fans worldwide—a 12% year-on-year increase and a 63% gain since 2018. Bravo notes the shifting demographics, including a surge in younger and female fans, with 43% under 35 and 42% female. “It has been so special to see,” she says. “Of course we value our hardcore long-term fans but this huge influx of young fans has brought this fresh energy to our sport.”

The sport's appeal lies in its diverse personalities, as Bravo explains: “The great thing about Formula 1 is that we are able to offer something for everyone – we have world class racing from 20 of the best drivers in the world. But along with those 20 drivers you get 20 different personalities, and these drivers all bring their own flair to the sport, which allows all of our fans to identify with a different person.”

In her role, Bravo bridges the gap between the track and the audience through various platforms. This includes traditional broadcasts, F1 TV, Fan Forum interviews, and events like F175. A memorable example is from the Sao Paulo Grand Prix Fan Forum, where driver Franco Colapinto surprised fans by disguising himself as a security guard.

Efforts to promote inclusivity are also key, particularly for women in the sport. “We have so many different initiatives to support young women who are interested in getting into the driving seat or into these engineering roles,” Bravo notes. “We have F1 ACADEMY, which of course does a fantastic job on the ladder up to Formula 1, and I have no doubt [a female Formula 1 racer] will happen.”

Technology plays a crucial role in enhancing engagement, especially for new fans. “There has always been this element of technology, but over recent years we've really seen that develop and we've been able to now use it in a way that brings fans closer to the action,” Bravo explains. Features like graphics, ghost cars, and insights on F1 TV help demystify the sport's complexities.

Looking ahead, Bravo is optimistic about sustained growth. “I think engagement is going to continue to grow,” she reckons. “I think we're on an upward trajectory that hopefully is only going to continue. I really look forward to seeing and welcoming the younger fans who are just now tapping into Formula 1, and keeping them with us as they grow older.”

Formula 1's focus on social media and reinvention ensures it stays relevant, promising an exciting future for fans of all backgrounds.