1 September 2023

All the information is made available by ChainOn, and to download it you just need to register to the marketplace: the data are the result of the Sponsor Value research by StageUp and Ipsos, considered the auditel of Italian sports and entertainment events that has been monitoring, since 2001, the following, the media attitude, the image, the sponsors’ return and the fan bases of the main Italian and international sports events such as, for example, Serie A Football, Basketball and Volleyball, passing through F1 and MotoGP.

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The study reveals the presence of 27,385,000 interested in Formula 1. Only the Serie A of football did better with 29,309,000 interested. The growth in the last three years (+2% compared to the May 2020 survey) is dictated by various factors, first and foremost the change in the rules. Weekends have become more exciting and full of twists thanks to the introduction of the Sprint Race and the increase in the number of races. The Formula 1 audience is predominantly male (57%), but with an important and growing share of women and aged between 35 and 44 (24.0%).

Giovanni Palazzi, President of StageUP, commented on the outcome of this research: “Formula 1 is confirmed as the second most followed sport by Italians, with an acceleration of interest, despite the pandemic in the last three years, thanks to the will to innovate and the drive to the globalization desired by the President and CEO Stefano Domenicali, and supported by the Liberty Media property. This strategy, in addition to increasing interest in Italy and in the world, has also brought important economic results”. Again Palazzi adds: “The challenges that await the Circus in the coming years are the retention of new interested parties, the continuation and strengthening of the attraction towards Generation Z and the protection of the competitive level of the Championship throughout the year. The low contestability of races, as happened in the past in the history of Formula One, risks having a negative impact on attractiveness and following”.