We Are Social Sport Spotlights the new Era of Female F1 Fandom

Jun. 15, 2026

We Are Social Sport, the sports division of socially-led creative agency We Are Social, has launched "Fandoms You Need To Know About", a new editorial series that foregrounds under-researched sports subcultures and helps brands maximise sponsorship impact. 

We Are Social Sport argues with fandoms and culture around sports evolving faster than ever, marketers that frequently engage with sports partnerships using surface-level insights, are creating generic campaigns. It's only by tracking emerging trends and behaviours that you can get to the best creative work. By exploring the deep subcultures, behaviours, and nuances of modern fan bases, "Fandoms You Need To Know About" provides the intelligence to participate meaningfully in sports culture.

The inaugural edition of the series is authored by creative duo and F1 fans Nikki Bosier and El Roberts, created in collaboration with the agency’s Cultural Insights team. The piece tackles the rapidly evolving world of female Formula 1 fans - a demographic that currently accounts for three out of every four new fans entering the sport. Deconstructing persistent industry myths that female fans only engage with the sport superficially, it maps out a sophisticated ecosystem of digital creators, technical purists, and real-world communities that are actively reshaping F1 culture on and off the track.

Gabriel Noble, Cultural Research & Insight Director at We Are Social, said:

"The way people fall in love with sport has fundamentally changed, but too many brands are still playing by an outdated rulebook. Modern sports culture is built on social. It's alive in the comment sections, the TikTok edits, and the niche communities redefining what it means to be a fan. We launched this series to stop brands from standing on the sidelines and show them how to actually show up with the fans."