One driver carries 82% of the Red Bull Racing audience
82% of the Red Bull Racing audience names Max Verstappen as its favourite driver.
The audience of a motorsport team is not evenly attached to it. On the 2026 reading, 82% of the Red Bull Racing audience names Max Verstappen as its favourite driver, against 45.1% for the leading name inside the Ferrari audience.
The number comes from the favourite driver each respondent declares on BoxBoxd, cross referenced with the team they support. It answers a question a sponsorship contract never asks: how much of the audience a brand is buying is attached to the badge and how much to one person wearing it.
Across the platform Max Verstappen is the most named driver at 25.2%, ahead of Oscar Piastri on 14.2% and Charles Leclerc on 13%. Inside a single team audience the concentration goes much higher.
Red Bull Racing
McLaren
Aston Martin
Ferrari
Mercedes
WilliamsWhat a concentrated audience is worth
Red Bull Racing is the extreme case. 82% name Max Verstappen and the second name in that audience, Oscar Piastri, takes 5.1%. Ferrari spreads across Charles Leclerc on 45.1% and Lewis Hamilton on 19.3%. McLaren splits 54.2% and 28.2% across its two drivers.
Williams is the opposite profile. Its leading name takes 23.2%, the lowest of the large audiences and the next two names take 19.1% and 14.3%. No single departure unsettles that audience.
For a partner the two profiles buy different things. A concentrated audience delivers reach and sentiment that travel together, quickly, in one direction. A spread audience delivers durability across a driver market that reshuffles every two seasons.
The name that appears in every audience
Max Verstappen is the second or third most named driver inside audiences that support a rival team. He takes 12.4% of the Ferrari audience, 15.4% of the Audi audience and 13.4% of the Cadillac audience, a team he has never raced for.
A brand signing any team on the grid inherits an audience where part of the attention points at someone else. That is a cost for ten teams and a premium for one and it is measurable per team rather than assumed.
Audi
Visa Cash App RB
CadillacAston MartinFerrari
HaasMcLarenWhat the number changes in a negotiation
A team sells an audience. The audience is priced on size and size is the only figure in the room. Concentration is the second figure and it decides what happens to the value of the deal if a contract on the driver market changes.
The reading works in both directions. A team with a concentrated audience can price the driver association it holds today. A team with a spread audience can price the years its partnership will outlive any single seat.
Neither of those arguments exists in a media value report, because a media value report counts exposure and this counts attachment.
Frequently asked questions
How concentrated is the Red Bull Racing fan base?
82% of the Red Bull Racing audience names Max Verstappen as its favourite driver on the 2026 BoxBoxd reading. The second name takes 5.1%.
Which F1 team has the most spread out audience?
Williams. Its leading name takes 23.2% of the audience, with the next two on 19.1% and 14.3%.
Why does audience concentration change what a sponsorship is worth?
It measures how much of the audience is attached to the team and how much to one driver. A concentrated audience travels quickly with the driver market. A spread audience holds its value across seat changes.
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.
Source: BoxBoxd, the motorsport social network. The Brand Recall Index is measured on the BoxBoxd audience through the 2026 season, where a blurred sponsor logo is shown with no name attached and three questions follow: name the brand, name the team, place the branding on the car. The one number version of this reading, for citation, is at boxboxd.fun/brand-index/most-concentrated-f1-team-audience.