Within 48 hours of this year’s Cannes Film Festival launch, two Formula One drivers were revving up the Palais carpet. Carlos Sainz and Charles Leclerc – once teammates at Ferrari – had photographers in a frenzy as they appeared at festival galas.
Cannes, as its position as the world’s leading hub for international cinema slips, is desperate for a slice of the F1 pie. Since Drive to Survive resurrected the sport in 2018, the fan base has grown by over 68% globally.
The numbers are staggering
“The F1 river has truly burst its banks,” says Rob Bloom, chief marketing officer at Aston Martin, the fastest-growing team on the grid. In 2025, 1.83 billion people watched F1, up 6.8% from 2024. Over 43% of fans are now under 35, with female representation rising to 42%.
At Aston Martin, fronted by drivers Lance Stroll and Fernando Alonso, they’re tallying 30-40% year-on-year growth.
Hollywood’s recipe
What sets Aston Martin apart is its discovery of the power of fan engagement, commercial partnerships, and the Hollywood-ization of F1.
“For years, Hollywood has honed its recipe,” says executive creative director Stu Peddie. There’s star power (the 22 best drivers in the world), gripping stories, and immersive world-building across 24 races globally. “If you think about Hollywood, it thrives because there are multiple storylines. Formula One is the same.”
Every Grand Prix feels like the Super Bowl
At May’s Miami Grand Prix alone, high-profile names trackside included Jimmy Fallon, Patrick Dempsey, Chance the Rapper, Jamie Foxx, Colin Farrell, and Lupita Nyong’o.
“Every Grand Prix now feels like a major cultural event – almost like a Super Bowl weekend,” notes Jefferson Slack, managing director for commercial at Aston Martin. “It attracts actors, musicians, athletes and global brands who want to be part of that atmosphere.”
Merch and partnerships
Aston Martin has deliberately positioned itself less like a traditional racing team and more like a modern entertainment and luxury lifestyle franchise. Examples include merchandise collaborations with The Rolling Stones and Disney’s Toy Story, an official skin care partner (Elemis), and team-ups with Breitling, Puma, and Celsius.
“Take our South Beach pop-up at the Miami Grand Prix,” says Bloom. “It was about creating opportunities for people to engage in different ways – from Pilates to HIIT classes with the team.”
The female fanbase
With F1’s growth has come an entirely new demographic – younger, female, and in the US. At Aston Martin, they’ve made role models out of driver ambassador Jessica Hawkins and F1 Academy driver Mathilda Paatz.
“We want everyone to feel like there’s a place for them in this sport,” says Peddie.
The bottom line
If F1 is the all-encompassing world of film and TV, its drivers are the A-list stars. Instead of a billion-dollar tentpole release once a year, it’s a dramatic event every other weekend. The Hollywood-ization of the sport, says Bloom, “has huge power to continue to inspire this generation.”
