Formula 1 has released its half-year review for the 2025 season, presenting strong growth in live event attendance and the expansion of its commercial partnerships.
The season began with F1 75 Live at The O2 in London, celebrating the sport’s 75th anniversary. All ten teams unveiled their new cars during the sold-out launch event, attended by 16,000 fans. The showcase reached millions worldwide through F1’s broadcast and digital platforms.
Across the first 14 races of the season, a record 3.9 million fans have attended events, the highest mid-season figure in Formula 1’s history. Eleven of the 14 Grands Prix were sold out, with six circuits setting new attendance records. The Australian Grand Prix welcomed 465,000 attendees, while the British Grand Prix recorded the season’s largest crowd with 500,000. Other major weekends, including Spain, Canada, Austria and Belgium, each drew more than 300,000 fans.
Formula 1 also expanded its portfolio of global partnerships. In the first half of 2025, the sport welcomed LVMH as a global partner in a 10-year agreement, with Louis Vuitton, TAG Heuer and Moët Hennessy introduced across events. PepsiCo joined as an official partner until 2030, with brands including Sting Energy, Gatorade and Doritos. LEGO marked its collaboration with the Drivers’ Parade at the Miami Grand Prix and by creating trophies for the British Grand Prix to celebrate the sport’s 75th anniversary.
Other partnerships announced include Barilla, PwC, Allwyn, ALT Sports Data and Michelin-starred chef Gordon Ramsay, who has introduced premium culinary experiences across selected Grands Prix. F1 Academy, the all-female series, also secured new partners, with TAG Heuer, TeamViewer, More than Equal, Wella Company and Gatorade joining in 2025.
Several activations reinforced the partnership strategy. At the Australian Grand Prix, LVMH introduced the Louis Vuitton Trophy Trunk and TAG Heuer Pit Lane Clock. In Miami, drivers paraded in life-sized LEGO cars built from 400,000 bricks each, an initiative that generated record digital engagement. LEGO also produced specially designed podium trophies at Silverstone, while Barilla launched its partnership in Bahrain with an event led by chef Massimo Bottura. At the British Grand Prix, Qatar Airways created a paddock barbershop in collaboration with stylist Sheldon Edwards.
Alongside partnerships, race contracts have been extended across key global markets. The Miami and Austrian Grands Prix will remain on the calendar until 2041, the Canadian Grand Prix until 2035, and the Mexican Grand Prix until 2028. The Belgian Grand Prix has been confirmed through selected years until 2031. The 2026 calendar, already announced, will feature a new circuit in Madrid.
Formula 1’s global fanbase now stands at 827 million, a 12 percent year-on-year increase. Growth has been seen in both established markets, such as the United Kingdom, Italy and Brazil, and in new markets including the United States and China. Younger audiences and female fans continue to represent an increasing share of the fanbase, reflecting the sport’s expanding appeal.
The second half of the 2025 season begins this weekend in Zandvoort, as Formula 1 continues to focus on delivering record live experiences and strengthening long-term partnerships.
