For a country that is captivated by indoor sports, how did F1 gain such traction?
As the 74th season of Formula 1 unfolds, the sport is witnessing its global appeal enjoying a notable surge in popularity, drawing in a large and passionate fanbase beyond its European roots, particularly in the Philippines. For a country that is captivated by indoor sports, how did F1 gain such traction?
The birth of a new era
By 2017, Formula 1 had seen a sharp decline in viewership, dropping from 500 million in 2010 to 390 million in 2016. Fans cited a lack of competition and accessibility issues as key reasons for tuning out. While Lewis Hamilton’s loss of the 2016 championship might have stirred some excitement that year, the overall decline in viewership had already begun years earlier.
That same year, the US-based company Liberty Media acquired the rights to Formula 1, aiming to expand the sport on a global scale, and that’s exactly what they did.
Liberty Media quickly implemented a rebranding strategy aimed to attract a younger audience and focusing on fans outside Europe. The changes included the new and fresher F1 logo, the iconic F1 theme that fans know today, and the launch of the popular Netflix documentary series Drive to Survive.
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F1’s personality
Before Liberty Media’s takeover in 2017, the experience of watching a Formula 1 race was largely confined to the event itself. Fans would tune in to witness the high-speed action, relying on commentators to feed them information throughout the race while eagerly anticipating the crowning of the winner.
This somewhat alienated casual fans. But this would drastically change with the launch of the documentary series Drive to Survive.
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Through the documentary series, the sport was able to perfectly highlight and showcase what it desperately needed to attract more viewers. The 10-part documentary series showcases the intense rivalries among drivers and teams, including the dynamic between Max Verstappen and Daniel Ricciardo, the competition between Red Bull and Renault, and the infamous rivalry between Mercedes and Red Bull.
“It showed me a new angle to attract a new audience, different from how I previously perceived F1,” remarked Mercedes Team Principal Toto Wolff.
This engaging portrayal not only captivated audiences but also earned the documentary a Sports Emmy win in 2022 largely due to the controversial ending of the rivalry between Mercedes and Red Bull, which saw Red Bull’s Max Verstappen winning his first of many World Drivers’ Championship, thwarting Lewis Hamilton’s bid to become the first-ever eight-time World Champion in the sport’s history.
Being available on-demand, the documentary quickly gained traction in the Philippines, with fans and casuals eagerly anticipating the renewed rivalry between Max Verstappen and Lewis Hamilton for the upcoming season.
One of our own
Although Formula 1 has been present in the Philippines for years, it garnered only a small following due to limited media exposure. In 2012, however, that narrative slightly shifted when Filipino racer Marlon Stockinger became the first Filipino racer to compete in and win an F1 event.
He claimed victory in the GP3 Series, a support series for F1 (now known as F3) at the iconic Monaco Circuit, recognized as one of the most challenging tracks in F1 due to its narrow layout that limits overtaking and increases the likelihood of crashes. While this victory provided some media recognition for the sport in the Philippines, it was not until 2023 that F1 truly captured the nation’s attention.
As Formula 1 continues to gain traction in the Philippines, the sport’s popularity surged when then 18-year-old Bianca Bustamante made history as the first and only Filipino driver to race in and win the F1 Academy, a category specifically designed for women drivers. This historic win was celebrated amongst the Formula 1 fanbase in the country, even including some news media such as ABS-CBN and GMA.
In August 2024, both drivers hosted a fan meeting at the Mall of Asia during an event called Race to Inspire. The event was such a success that it exceeded expectations, extending beyond its scheduled time due to an overwhelming influx of F1 fans.
“My heart is so full [right now]! Thank you to everyone who came out for Day 1 of the fan meet. I enjoyed meeting each one of you and [am] so grateful for all your support. A two-hour signing session turned into four hours!” Bianca shared in an Instagram post.
With the momentum gained from Drive to Survive and the achievements of Marlon Stockinger and Bianca Bustamante, Filipino fans quickly embraced the excitement surrounding the sport. Many fans, including notable personalities such as influencer Macoy Dubs, Gerald Anderson, Julia Barretto, and even Philippine President Bongbong Marcos, attended the Singapore Grand Prix. This turnout highlights the growing passion for motorsport in the Philippines.
Formula 1 in the Philippines
Given the increasing exposure Formula 1 has been receiving in the Philippines, several clubs and bars dedicated to the sport have emerged, with Monza Barcade in Arcovia Pasig standing out as a prime example. The venue caters to the ever-growing F1 fanbase, creating a community where enthusiasts can watch live races and connect with fellow fans.
Formula 1 races are now accessible to stream on platforms like beIN and Tap Sports, offering high-quality service to fans across the country.
