DRIVING TOMORROW: Ariana Bravo on the future of F1 fan engagement

Ariana Bravo, a prominent voice in Formula 1 broadcasting, discussed the sport's dramatic growth and evolving fanbase as part of Santander's Driving Tomorrow series. Bravo highlighted F1's transformation into a global entertainment spectacle, attracting a younger and more diverse audience, with 43% under 35 and 42% female fans. She noted the championship's record global viewership of 827 million, a 63% increase since 2018. Bravo emphasized how F1 now offers a sense of belonging for fans through diverse driver personalities and behind-the-scenes content. She also underscored the role of technology in enhancing fan engagement and accessibility, making the sport understandable for new viewers. Bravo expressed optimism for F1's continued upward trajectory, welcoming new generations of fans and adapting to their evolving interests, including through social media, while supporting women's involvement on and off track.