Enzo Ferrari famously stated that children often draw red cars when asked to sketch one. Sofia Valente Pierini, recalling her childhood, mentioned how she would watch Formula One Grand Prix races with her grandfather, a Ferrari enthusiast, on Sundays. In 2025, Lewis Hamilton, Valente Pierini’s favorite driver, joined Ferrari and later clinched his first Grand Prix victory in June 2026.
Admitting the emotional challenge of being a fan of both Hamilton and Ferrari, Valente Pierini has been creating F1 content under the handle @formulasofia since 2022, documenting the rollercoaster ride of Ferrari fandom. Witnessing Hamilton triumph in a Ferrari uniform felt like a homecoming to her.
Valente Pierini represents a new wave of content creators reshaping the F1 media landscape to engage a more diverse and youthful audience, moving away from the traditional association of the sport with older generations. User-generated content, alongside the popular Netflix show “Drive to Survive,” plays a pivotal role in attracting a fresh F1 fan base, akin to how radio enhanced baseball and hockey viewership in the past.
According to Stacy Lorenz, a sports sociology and history expert from the University of Alberta’s Augustana Campus, different sports have thrived on specific media platforms over time. F1’s embrace of short-form video and streaming caters to the modern “placeless consumer,” allowing fans worldwide to experience the sport and its narratives irrespective of geographical boundaries.
The 2017 acquisition of F1 by Liberty Media marked a turning point for the sport, ushering in a digital era. Laurel Walzak, a sports media professor at Toronto Metropolitan University, likened F1’s social media initiatives to hockey’s efforts in building a more accessible and engaging fan experience.
Former IndyCar driver James Hinchcliffe highlighted the transformative impact of “Drive to Survive” in humanizing F1 drivers and creating a reality TV-like appeal for viewers. The show’s success lies in showcasing the personalities and drama within the sport, captivating audiences with behind-the-scenes glimpses of F1’s competitive world.
Online content, as emphasized by Valente Pierini and content creator Cadence Willie, plays a significant role in fostering a tight-knit F1 community. With a wealth of footage from onboard cameras and team radios, creators can cater to diverse fan interests, expanding the F1 lore through memes and personal relationships.
Valente Pierini hopes that the digital shift in F1 media will not only make the sport more inclusive but also more affordable for fans worldwide. Despite F1’s glamorous image, the evolving digital landscape offers a gateway for a broader audience to engage with the sport on various levels.