How Formula 1 Is Expanding Its Reach In India Beyond The Circuit
Formula 1 is increasingly relying on partnerships and consumer engagement to connect with audiences in markets where it does not host races. India has emerged as one of the strongest examples of that strategy, with the sport continuing to gain fans despite the absence of a Grand Prix for more than a decade.
Speaking about the market, Joe Selfe, Formula 1's Head of Commercial Partnerships, said, "The Indian market is really strong for us already. We have 98 million fans in India. That's 20 million more than just two years ago."
The growth is significant given that India has not hosted a Formula 1 race since 2013. Even so, the championship continues to attract a growing audience in the country.
"We are now up to 830 million fans worldwide," Selfe said. "Because we only race in 21 countries, it's really important that we find ways to engage with fans who can't make it to a circuit."
According to Selfe, partnerships play an important role in helping Formula 1 strengthen its presence in markets where races are not held.
"Our partners are strong in a lot of those markets," he said. "Therefore the partnership and the way we're able to work together allows Formula 1 to enter some of the key markets like India."
The approach has become increasingly important as fan interest in countries such as India continues to grow without a corresponding physical presence.
Viktoria Ustenko, PepsiCo's Senior Director, Global Brand Marketing – Energy, said, "Sting is a brand for the younger generation. It builds on that youth energy and sparks those moments, everyday moments with useful energy."
She explained that the partnership was built around a consumer insight that connected the Sting brand with Formula 1's distinctive engine note. What began as an observation among consumers eventually evolved into a broader collaboration involving Formula 1, Sting Energy and Alan Walker.
"We know that today consumers consume sport not only as sport," she said. "It's a much broader cultural context."
Younger audiences are increasingly engaging with brands through content, entertainment, digital platforms and cultural experiences. The collaboration between Formula 1, Sting Energy and Alan Walker reflects that broader approach.
Formula 1 believes many new fans are discovering the sport through different channels.
"A lot of that new audience is engaging with or entering this space in a new and different way," Selfe said. "We're a sport first, but we're also an entertainment platform across culture, food, fashion and music."
“The championship has already built a substantial audience in the country without a race on the calendar. Partnerships, consumer brands and digital engagement are increasingly helping bridge that gap”, he added.
For India, where access to Formula 1 has largely been digital since the departure of the Indian Grand Prix, these efforts have become particularly relevant.
"We are bringing this sport closer to the fans and talking to them in a language they understand," Ustenko said. "Music is the universal language. This is cultural language."
Speaking about the market, Joe Selfe, Formula 1's Head of Commercial Partnerships, said, "The Indian market is really strong for us already. We have 98 million fans in India. That's 20 million more than just two years ago."
The growth is significant given that India has not hosted a Formula 1 race since 2013. Even so, the championship continues to attract a growing audience in the country.
Reaching Fans Beyond The Racetrack
Formula 1's expanding global audience has increased the importance of finding ways to connect with fans outside race-hosting nations."We are now up to 830 million fans worldwide," Selfe said. "Because we only race in 21 countries, it's really important that we find ways to engage with fans who can't make it to a circuit."
According to Selfe, partnerships play an important role in helping Formula 1 strengthen its presence in markets where races are not held.
"Our partners are strong in a lot of those markets," he said. "Therefore the partnership and the way we're able to work together allows Formula 1 to enter some of the key markets like India."
The approach has become increasingly important as fan interest in countries such as India continues to grow without a corresponding physical presence.
Sting Energy Targets Younger Audiences
For PepsiCo-owned Sting Energy, the partnership with Formula 1 is designed around a younger consumer base.Viktoria Ustenko, PepsiCo's Senior Director, Global Brand Marketing – Energy, said, "Sting is a brand for the younger generation. It builds on that youth energy and sparks those moments, everyday moments with useful energy."
She explained that the partnership was built around a consumer insight that connected the Sting brand with Formula 1's distinctive engine note. What began as an observation among consumers eventually evolved into a broader collaboration involving Formula 1, Sting Energy and Alan Walker.
Sport Beyond Sport
Ustenko said changing consumer behaviour has influenced how brands engage with audiences today."We know that today consumers consume sport not only as sport," she said. "It's a much broader cultural context."
Younger audiences are increasingly engaging with brands through content, entertainment, digital platforms and cultural experiences. The collaboration between Formula 1, Sting Energy and Alan Walker reflects that broader approach.
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Why India Matters
India's importance extends beyond fan numbers. The country has one of the world's largest young consumer populations, alongside growing digital engagement and rising demand for premium experiences.Formula 1 believes many new fans are discovering the sport through different channels.
"A lot of that new audience is engaging with or entering this space in a new and different way," Selfe said. "We're a sport first, but we're also an entertainment platform across culture, food, fashion and music."
“The championship has already built a substantial audience in the country without a race on the calendar. Partnerships, consumer brands and digital engagement are increasingly helping bridge that gap”, he added.
For India, where access to Formula 1 has largely been digital since the departure of the Indian Grand Prix, these efforts have become particularly relevant.
Bringing Formula 1 Closer To Fans
For Sting Energy, the objective is to connect with consumers through formats they understand and engage with regularly."We are bringing this sport closer to the fans and talking to them in a language they understand," Ustenko said. "Music is the universal language. This is cultural language."
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