Enzo Ferrari once famously remarked that if you asked a child to draw a car, they would likely draw a red one. Sofia Valente Pierini, as a child, exemplified this sentiment.
She recalled how every Sunday, her maternal grandfather would have the Formula One Grand Prix playing on his small tube TV from the early 2000s. Valente Pierini’s eyes were always fixed on the Ferraris during those moments.
In 2025, Lewis Hamilton, her favorite driver, donned the iconic red Ferrari uniform for the first time. By June 2026, he secured his first Grand Prix victory as a Ferrari driver.
Valente Pierini openly admitted the emotional challenge of being both a Hamilton and Ferrari fan. Since 2022, she has been creating F1 content under the username @formulasofia, showcasing the rollercoaster ride of Ferrari fandom. Witnessing Hamilton stand on the top podium step felt like a heartfelt reunion for her.
Valente Pierini represents a new wave of content creators reshaping the F1 media landscape to appeal to a younger, more diverse audience. This demographic might have only seen F1 as a distant memory symbolized by an aging Ferrari flag in their grandfather’s living room.
In addition to the popular Netflix show “Drive to Survive,” user-generated content plays a pivotal role in engaging a fresh F1 audience, reminiscent of how radio once drew in baseball and hockey fans.
Stacy Lorenz, vice dean at the University of Alberta’s Augustana Campus, specializing in sport sociology and history, underscores how each form of media has uniquely suited specific sports over time. F1’s online content represents the latest evolution in leveraging media synergy to propel the sport to broader cultural significance.
Lorenz draws parallels between how radio catalyzed baseball’s popularity in America and television’s impact on sports like basketball and football. He believes F1’s shift towards short-form video and streaming aligns with this historical progression, catering to a geographically diverse audience of sports enthusiasts.
The acquisition of F1 by Liberty Media in 2017 marked a significant turning point, according to former IndyCar driver James Hinchcliffe. The new ownership brought a fresh approach to digital engagement, transforming the sport’s media landscape.
Laurel Walzak, an associate professor at Toronto Metropolitan University, compares F1’s media evolution to hockey’s strategic shifts in engaging fans. She praises F1 for embracing social media to humanize the sport and connect with audiences on a more personal level.
Hinchcliffe highlights how “Drive to Survive” revolutionized the portrayal of F1 drivers as compelling characters, akin to reality TV stars. With a limited pool of 22 drivers competing each race weekend, the paddock becomes a treasure trove of captivating content.
Online content has emerged as a key attraction for F1 fans, as highlighted by content creators like Cadence Willie, whose F1-focused social media presence resonates with thousands of followers. The plethora of footage available from onboard cameras and team radios allows creators to tailor content to niche interests within F1 fandom.
Valente Pierini envisions a more inclusive and affordable future for F1, hoping that digital accessibility will make the sport more attainable for fans globally. Despite its glamorous image, she believes F1 should be accessible to a wider audience, transcending barriers of location and socioeconomic status.