In Formula One, public relations is a team sport in its own right. Drivers may be individual stars with personal brands and massive followings, but they’re also representatives of their teams, on and off the track. That means their personal image, voice and partnerships all feed into a larger, carefully managed team identity. Striking the right balance between individuality and team cohesion is a constant challenge in the high-speed world of F1 PR.

Today’s F1 drivers aren’t just athletes. They’re global influencers, businesspeople and public figures with millions of fans hanging on their every post and interview. Their social media presence, public statement, and even fashion choices shape how fans see them—and by extension, how they see the team they drive for. This level of visibility can be a huge asset to teams, strengthening loyalty and expanding reach, but it also creates potential tension if a driver’s messaging strays from the team’s overall strategy.

Teams, meanwhile, work hard to present a clear, unified identity. That includes more than just the cars and the drivers—it covers everything from sponsor messaging to internal culture. Their PR departments are constantly aligning race recaps, social content, media appearances and brand partnerships to maintain consistency and professionalism. That often means working closely with a driver’s personal PR staff to make sure everyone’s speaking the same language, even when juggling multiple campaigns or managing outside sponsors.

When it’s done well, this coordination can really pay off. A thoughtful post-race comment from a driver can echo a team’s messaging around resilience or teamwork. Shared content, behind-the-scenes videos, and joint sponsor campaigns can create a strong brand narrative that connects with fans on every platform. It’s not just about promotion, it’s about building a story that fans want to follow.

Of course, things don’t always go smoothly. Tensions sometimes flare, especially during contract talks, poor team performance or when a driver speaks out in ways the team didn’t anticipate. In those moments, both sides have to act fast to manage public perception, clarify the message and protect relationships with fans, sponsors and the broader F1 community.

There’s also a financial angle. Sponsors might come on board for a specific driver, but they expect consistency with the team’s values and voice. PR professionals have to balnce those expectations while keeping drivers authentic and true to their own brand. It’s a delicate job, and one that’s crucial in a sport where brand trust is worth millions.

In the end, driver and team PR are tightly connected. One can’t thrive without the other, and when they’re in sync, they create a powerful narrative engine that drives fan engagement, brand loyalty, and commercial success, both on the grid and far beyond it.