I’ve been a Formula 1 fan since 2016, and like many others, I’ve watched the sport undergo a massive transformation over the past few years—not just on the track but in how it connects with its audience.

The purpose of this blog is to explore the unique and complex world of public relations in Formula 1—a sport that operates at the intersection of global entertainment, elite competition, and high-stakes branding. As the sport has grown rapidly in popularity over the last few years (thanks in part to Netflix and a booming online fanbase), the role of PR has become more central and more fascinating than ever before.

Together, we will look into the intersection of Formula 1 and public relations—two fast-paced, strategic worlds that rely on precision, performance, and perception. As a PR student, I’ve spent the past few years studying the mechanics of effective communication. As an F1 fan, I’ve become increasingly interested in how that communication plays out in one of the most image-conscious sports on the planet.

In this blog, I’ll analyze the layered world of PR in F1: how teams build brand loyalty, how drivers manage personal and professional narratives, and how the sport as a whole markets itself on the global stage. From Lewis Hamilton’s fashion partnerships and activism to how Red Bull handled the media following the various team controversies in the past few seasons, there’s no shortage of case studies to unpack.

What fascinates me most is how PR in F1 works on multiple levels. There’s the team-level branding, like Mercedes’s shift toward sustainability or Ferrari’s emphasis on legacy. There’s also the personal branding of drivers—how Lando Norris leverages Twitch to connect with younger fans or how Daniel Ricciardo’s “Honey Badger” persona became a marketing goldmine (we miss you, Danny Ric!). And then there’s crisis communication, like how Haas navigated the Mazepin controversy, how McLaren restructured its messaging during a tough season and how Red Bull dealt with the ramifications of allegations being made against the team principle, Christian Horner.

Formula 1 isn’t just about engineering excellence—it’s about emotional investment. PR professionals play a crucial role in shaping the stories that make fans care, stay invested and engage. Whether it’s managing sponsor relationships, responding to controversy or crafting content that builds fandom, PR is one of the engines that keeps the sport running.

Lights out and away we go—behind the scenes.