In a sport where every second counts on the track, there’s a lot that matters off it as well. Formula One is about more than racing. Behind every race car is a carefully managed brand, a strategic communications plan and a team of professionals working to keep the reputation of the team as a whole, along with the individuals that make it up, positive and strong. 

At its core, public relations in Formula One is about managing the image of drivers, teams, sponsors and the sport itself. With a global audience of over 750 million viewers annually, F1 offers a unique platform for analyzing the operations of sports PR professionals as the sport itself is so far-reaching (Nielsen Sports, 2024). The job of PR professionals in this space is not just to inform but to connect—to create emotional engagement with fans, reinforce loyalty and maintain a brand’s credibility during both success and failure.

Scuderia Ferrari, for example, has struggled over the past decade with performance and consistency over the past decade, yet they have maintained one of the strongest and largest fan bases in any sport. In a later post, we will dive deeper into the legacy of the Scuderia and the public relations strategies they currently employ, along with what the organization has done historically.

Each team in Formula One operates like a mini-corporation, complete with a media department that handles press releases, interview requests, social media strategy, and fan engagement. These departments must balance transparency with discretion—sharing enough to keep fans and stakeholders informed while protecting confidential technical developments or sensitive internal dynamics. For example, when a driver signs with a new team or when a car upgrade fails to perform on race day, PR teams must work quickly, strategically, and remain on-brand and on-message to control the narrative. 

The drivers are also major PR assets. Their personalities, interviews and online presence can significantly impact a team’s marketability. The way drivers present themselves contributes to their brand appeal. Particularly now that F1 has a bigger audience and thus more scrutiny, PR professionals are often involved in media training, managing social channels, and crafting personal statements. With sponsors investing millions into partnerships, aligning driver image with sponsor values is another critical component and is something that must be maintained through strategic PR.

Social media and the Netflix show, “Drive to Survive,” have been game-changers in F1 PR. Platforms like Instagram, TikTok, X (formerly Twitter) and the Netflix series have shortened the distance between fans and teams, allowing for real-time updates, behind-the-scenes content and direct engagement. Teams like Mercedes and McLaren have capitalized on this by creating entertaining and highly curated content that builds brand affinity. F1 has the unique aspect of only having 20 drivers in the field (not counting reserve drivers), which means that each team’s two drivers are the primary brand representatives. Having a strong and positive image for the drivers and utilizing the platforms that allow fans to connect to them play a huge role in building the likability and overall reputation for the team as a whole.

Crisis communication also plays a major role F1 PR. The F1 world is no stranger to drama, and PR professionals must work swiftly to respond, correct misinformation and protect reputations.

Formula One is a sport built on precision, and the public relations operations require the same level of finesse. It is fast-paced, competitive and constantly evolving, just like the races themselves. 

Brown, Maury. “Formula 1 Now Sees 750 Million Fans Due to Growth with Women and Middle East.” Forbes, Forbes Magazine, 3 Dec. 2024, http://www.forbes.com/sites/maurybrown/2024/12/03/formula-1-now-sees-750-million-fans-due-to-growth-with-women-and-middle-east-demo/.