Enzo Ferrari once famously remarked that when children are asked to draw a car, they often draw a red one. Sofia Valente Pierini, as a child, perfectly embodied this sentiment. She recounted how her Sundays were spent watching Formula One Grand Prix races on a small early 2000s TV with her grandfather, who was a fan of Ferraris.
In 2025, Lewis Hamilton, Valente Pierini’s favorite driver, joined Ferrari and clinched his first Grand Prix victory with the team in June 2026. Despite the emotional challenge of being a fan of both Hamilton and Ferrari, Valente Pierini has been creating F1 content on @formulasofia since 2022, documenting the highs and lows of Ferrari fandom. Witnessing Hamilton on the winner’s podium felt like a momentous occasion for her.
Valente Pierini represents a new wave of content creators reshaping the F1 media landscape to attract a younger and more diverse audience. Their influence is akin to reviving faded Ferrari flags in their grandparents’ homes, sparking renewed interest in the sport.
In parallel with the success of the popular Netflix series “Drive to Survive,” user-generated content is playing a crucial role in engaging a fresh F1 fan base, reminiscent of how radio once drew in baseball and hockey enthusiasts through immersive storytelling.
According to Stacy Lorenz, a sociology and sports history professor at the University of Alberta’s Augustana Campus, each sport has found a unique fit with different media formats. F1’s adaptation to short-form videos and streaming services marks the latest progression in aligning sports with modern media consumption habits.
The acquisition of F1 by Liberty Media in 2017 marked a turning point for the sport, fostering a greater embrace of digital platforms. This shift allowed F1 to connect with fans in new ways, akin to how hockey transformed its fan engagement strategies by humanizing players through social media.
James Hinchcliffe, a former IndyCar driver and current F1TV commentator, emphasizes that the digital era has revolutionized F1’s media landscape, offering fans unprecedented access to drivers’ lives and race experiences. The blend of compelling personalities and intense competition makes F1 a captivating reality show for viewers.
Online content has become a significant draw for F1 enthusiasts, with creators like Cadence Willie leveraging social media to personalize and amplify fan experiences. The abundance of in-car cameras and team radios provides a treasure trove of content for creators to craft tailored narratives that resonate with diverse audiences.
As the F1 fan base expands globally, Valente Pierini envisions a more inclusive and affordable future for the sport. Despite the glamour associated with F1, she hopes that digital accessibility will make it more feasible for fans worldwide to engage with and enjoy the spectacle of Formula One racing.