F1 fan demographics by team: which audience matches your brand?

Four teams hold most of the declared support in this sport. The audience that comes with each one is a different market.

BoxBoxd

4 min read 19 August 2026

Cadillac 2026 livery, first season of the American team — The most American audience on the grid, 40.4% in the United States.

Brands still pick a team on the championship table and the budget available. Neither says anything about the public that comes with it. Read on declared allegiance, three questions separate the possible partners: where that public lives, who it is attached to and what it is willing to wear.

Who holds the audience?

Declared support concentrates on four teams. Ferrari takes 26.6% of the audience, Red Bull Racing 22.5, McLaren 17.9 and Mercedes 17.7. Williams follows at 8.5 and the remaining seven teams share less than 8% between them.

That order sets the price. It does not set the fit. A smaller audience can carry more of a specific market or behaviour than a large one, which the next three readings show.

Share of the audience that declares support for each team

Where does each team audience live?

A product sells in a country before it sells in a sport. The American share inside each team audience answers that directly. The new American team carries 40.4% of its audience in the United States, well clear of the field. Haas follows at 25.3% and the established teams run between 17 and 21.

The same calculation surfaces markets the overall ranking hides. The German share reaches 14.8% inside the German manufacturer audience against 4.4% across the sport, with a Brazilian share of 9.2% behind a local driver. A brand chasing a market buys that concentration rather than the size of the crowd.

Audi 2026 livery — A German share of 14.8% against 4.4% across the sport.

Concentration or spread, which bet fits your contract?

Inside a team audience, attachment can rest on one name or spread out. At Red Bull Racing, 82% of the public names the same driver. McLaren follows at 54.2% and Aston Martin at 52.8. Ferrari reads 45.1, Mercedes 33.8 and Williams 23.2 with no dominant name at all.

Heavy concentration makes a campaign simple to write and puts the whole audience behind one signature. A spread audience costs more to activate and survives a transfer. The choice follows the length of the contract rather than the size of the team.

Share of each team audience naming the same favourite driver

What will the audience wear and what will it back?

Two questions from the same panel separate the teams on commercial ground. The kit the audience would wear in public puts Ferrari first at 37.9% while the last team on the list stays under 1. Financial trust follows a completely different order, with 63.1% naming Mercedes as the team they would buy shares in, four times the Ferrari score.

Livery ratings add the third reading, the surface a brand would carry. Red Bull Racing scores 4.3 out of five, the new American team is second at 3.8 while finishing last on track.

The German manufacturer closes the grid at 2.5. A fashion product, a financial product and a visual product do not pick the same team.

Audience rating of the 2026 liveries, out of five

How do you match a product to a team?

The method runs backwards from the product. A product sold in the United States reads the American share, a financial product reads declared trust, a product people wear reads the kit question, a visual product reads the livery and a long contract reads how attachment spreads rather than how it concentrates.

The comparison runs team by team on the same question, which produces a ranking specific to your category instead of a general popularity table.

Three readings come out of the same measurement: the brand surface, with name, attribute, place and date the presence; the audience profile, with composition, concentration, portability and design; and the product verdict on format and broadcast.

Frequently asked questions

Which F1 team has the biggest fan base?

Ferrari, with 26.6% of declared support on this panel, ahead of Red Bull Racing at 22.5%, McLaren at 17.9 and Mercedes at 17.7.

Which F1 team has the most American fans?

Cadillac, with 40.4% of its audience in the United States, ahead of Haas at 25.3%. The established teams run between 17 and 21%.

Which F1 team should a brand sponsor?

It depends on the product. Read the market share inside each audience, the concentration on a single driver, the willingness to wear the kit and the livery rating, then pick the audience that already carries the behaviour you need.

Which F1 audience depends most on one driver?

Red Bull Racing, where 82% of the audience names the same favourite driver. The Williams audience is the most spread, with no name above 23.2%.

What are F1 fan demographics by team?

They differ sharply by market and by attachment. The German share reaches 14.8% inside one team audience against 4.4% across the sport. The American share ranges from 16.9 to 40.4% depending on the team.

Want this reading on your own brand?

The full report behind this article, with the split by team audience, market composition and the change across the season, is available to teams, brands and agencies.

Request the full report at partnerships@boxboxd.fun

Source: BoxBoxd, the motorsport social network. Every member declares a team, a favourite driver and a country. Shares are calculated inside each team audience rather than in volume.