Formula 1 is no longer just a sport for technical enthusiasts and racing nerds. Thanks to shows like Drive to Survive, an explosion of content on TikTok and Instagram, and an army of influencers with paddock access, F1 has become a global entertainment product. But behind the glitter of social media lies a tension: between promotion and journalism, between fans and critics, between commercial interest and social responsibility. More and more, the question arises: is the growing influence of influencers in Formula 1 undermining independent journalism, and are they contributing to a one-sided, uncritical portrayal of the sport?
F1 now walks a fine line between tradition and transformation. Once a sport focused on technical perfection, strategic insight and physical excellence, it has evolved into a global media circus. This transformation reflects broader social trends dominated by entertainment, commerce, and fast content. But at what cost?
Influencers as an extension of the F1 marketing machine
A quick scroll through the #F1 hashtag on TikTok or Instagram immerses you in a world of glamour, rivalry, and adrenaline. Influencers like Caity (31,000 followers) and Makenna Clizer (20,000 followers) make the sport more accessible and relatable to younger audiences. Their content ranges from race analysis to memes and lifestyle shots from inside the paddock. But how independent are they, really?
"Of course, influencers are occasionally offered perks," Caity admits. "I’ve been invited by a team to a race weekend in exchange for content. But I still decide what I post." She adds, "But obviously, you're not going to make a critical video about a team if you're working with them. That would just be stupid."
F1 is big business. Teams, drivers, and the organization itself recognize that influencers help reach younger fans. But this close collaboration raises concerns about journalistic independence. A 2023 study by the University of Leicester found that 62% of sports influencers in Europe had commercial deals with teams or brands—often without disclosing them transparently. And while many influencers claim to be independent, the pressure to stay positive is strong. Paddock access is rare and valuable—those who criticize risk being shut out.
Criticism? Only on the fringes
One striking aspect of influencer content is the lack of criticism. Topics like climate impact, noise pollution, lack of diversity, or overwhelming commercialism are rarely addressed. "That kind of stuff just doesn’t perform well on social media," says Clizer. "People want fun, rivalry, drama. Not a CO2 debate." As a result, social media becomes a filter bubble—showing only the glossy, glamorous side of F1.
A key factor here is the algorithm. TikTok users who engage with F1 content are bombarded with similar videos—emotional, spectacular, hero-centric. This algorithmic logic reinforces existing preferences while pushing critical or in-depth content to the margins. The result: a polished, but one-sided fan experience.
And that, according to former world champion Sebastian Vettel, is exactly the problem. In a March 22, 2025 interview with NRC, he said: “Formula 1 pretends to be progressive, but it races in deserts, builds circuits in dictatorships, and flies around in private jets for races no one asked for. I love the sport, but I hate the hypocrisy.” His words sharply contrast with the polished image of social media. On TikTok, no smoggy skies over Singapore, no footage of the polluting logistics behind each race weekend—just smiling drivers and spectacular overtakes.
The Risk of losing journalism
Vettel’s personal reckoning goes even further. He calculated that his CO2 emissions during one season matched those of forty average people. That led to investments in carbon capture technologies and public calls for structural reform in the sport. His openness shows that change from within is possible—but only if there’s a willingness to look beyond the spectacle.
Most influencers, however, remain silent. Media analyst Bas Jansen isn’t surprised: “Influencers are not journalists. They’re an extension of the brand. They want to keep their access. Criticism doesn’t fit in.”
This shift from traditional media to influencers and creators affects how F1 information is disseminated. “The media landscape is changing,” says Jansen. “Where sports journalists once critically followed teams, now you see vloggers in the paddock taking selfies with drivers. Fans follow them more eagerly than a critical piece in NRC or de Volkskrant.”
Jansen does see a real risk: “When information comes primarily through influencers, nuance disappears. There’s less room for context or criticism. Fans are served a rose-tinted version of F1 that’s only exciting and glamorous. That shapes public opinion.” And the lines between journalism and advertising blur. When content creators are paid for their presence or content, audiences often can’t tell where promotion ends and reporting begins.
Social Media: Connection or polarization?
Influencers like f1.bv, a Dutch TikToker, acknowledge this tension. “I know my content contributes to F1’s image. But I try to stay balanced. I’ve posted about climate impact and criticism of Las Vegas. But those posts perform worse.” Algorithms reward positivity, spectacle, and familiar emotional beats. Criticism doesn’t go viral—and therefore, doesn’t spread.
Social media can connect fans around the world—but it can also drive polarization. “After watching a few Max videos, I suddenly get tons of Hamilton content. And some of those comments are so toxic, I’m just done,” fan Michel de Graaf said in an earlier interview. Algorithms amplify bubbles and rivalries—great for engagement metrics, not so great for meaningful debate. And since many fans now get most of their information via TikTok, which prioritizes short, emotional content, critical reflection often falls by the wayside.
That said, platforms like TikTok have undeniably contributed to the sport’s explosive growth—especially among younger audiences. The Dutch Grand Prix at Zandvoort is a prime example. Through targeted social media campaigns, the circuit built a young, digitally engaged fanbase. “Without social media, the Zandvoort GP would never have had this kind of impact,” said a spokesperson for the track. “It’s the engine behind our fan experience.” But who controls the narrative? A news editor? A PR team? Or an influencer granted all-access in exchange for a branded post?
Is F1 becoming an American show?
F1’s acquisition by Liberty Media and the influence of Drive to Survive have led to a shift—from motorsport to media spectacle. “Sometimes it feels more like a Netflix drama than a serious sport,” says Clizer. Vettel is less forgiving: “We’ve gone from technical perfection to Hollywood. We’re losing the soul of the sport.”
This so-called “Americanization” is a double-edged sword. On one hand, it draws in a new, younger audience who love drama and storytelling. On the other, it erodes the authenticity the sport once stood for. Rivalries are exaggerated, conflicts are scripted, and true technical and strategic mastery is often lost in the noise.
Looking ahead: responsibility in the spotlight
For many young fans, this very Hollywood vibe is what drew them to F1 in the first place. But Bas Jansen offers a cautionary note: “It’s fine that the sport is becoming more accessible. But if that comes at the cost of filtering out criticism and prioritizing commercial interests, we should be concerned.”
Initiatives like the switch to sustainable fuels and reducing the ecological footprint of races are steps in the right direction. But they only matter if teams, organizations, and content creators are willing to examine their own roles critically. The question is no longer whether influencers should have a voice in F1—they already do. The question is: who holds them accountable? And who ensures that there’s space for the sport’s shadow side, not just the shine?
As Vettel puts it: “If all we do is cheer and never ask questions, we’re not fans—we’re followers.” The future of Formula 1 lies in finding a new balance: between emotion and substance, between spectacle and depth, between business and responsibility. Only then can the sport truly move forward—without losing its soul.
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