The future of F1 with Aston Martin Aramco F1 CMO Rob Bloom, Cadillac F1 Team CMO Ahmed Iqbal and F1 commentator Toni Cowan-Brown

Beyond the Track: F1’s Explosive Growth, Inclusivity, and the Future of Fan Engagement at Web Summit Vancouver 2026

Formula One is experiencing an unprecedented boom, particularly in North America, driven by “Drive to Survive,” a successful F1 movie, and pervasive social media. Mr. Rob Bloom, CMO of Aston Martin Aramco F1 Team, called F1 “the new Hollywood,” adept at engaging Gen Z and B2B tech. Aston Martin actively leverages this growth, building a robust fan engagement and commercial portfolio with an “F1 for everyone” philosophy, extending experiences beyond traditional trackside events.

Mr. Ahmed Iqbal, CMO of Cadillac F1 Team, affirmed F1’s momentum, highlighting Cadillac’s unique position as a new team built from scratch. Their strategy focuses on advancing the sport, especially in North America, by catering to a diversified, emerging fandom. Cadillac provides accessible content and brand experiences, exemplified by their livery reveal in Times Square and community-focused events in Miami, aiming for a fandom that reflects “all of America.”

Ms. Toni Cowan-Brown, F1 & Tech Commentator, expressed enthusiasm for F1’s current popularity and its embrace by the American audience. She noted a significant shift from a historically narrow demographic to a diverse fanbase, now featuring a young average age of 31-33 and a substantial 41-43% female following. This demographic contributes considerable economic value and utilizes F1 as a platform for discussions on representation and diversity.

New fans are deeply interested in the “how and why” of the sport, not solely race results, opening numerous storytelling avenues for teams and partners. Ms. Cowan-Brown cited a Salesforce white paper indicating only 1% of F1 fans attend a race, highlighting the critical need for teams to engage the remaining 99% through diverse digital and community initiatives. Emotional connection remains paramount for fandom, evolving through varied content and collaborations. Mr. Iqbal noted that while performance is crucial, tech storytelling and fan experiences can thrive independently of immediate race outcomes. Mr. Bloom highlighted Aston Martin’s 15x commercial growth as evidence that brands seek adjacency to F1’s powerful narrative, valuing the journey as much as the destination.

Regarding AI, Mr. Iqbal detailed its role in enhancing creative production, providing audience insights for tailored content, and optimizing media strategies. Ms. Cowan-Brown observed the emergence of realistic AI-generated influencer content, prompting creators to discern what AI can replace versus unique human elements. The panel agreed that F1, as a pinnacle of technology, naturally embraces AI to create richer, more diverse fan experiences.

The increase in female fans was attributed by Mr. Bloom to “Drive to Survive” as a catalyst, unleashing F1’s dramatic potential and aligning with Gen Z’s platform preferences. Ms. Cowan-Brown added that women, historically present in F1, “self-organized” via platforms like TikTok, driving conversations and significant investment. Cadillac’s success in increasing female attendees at their Miami fan activation to 52% demonstrates the effectiveness of targeted, inclusive engagement strategies.