Once a niche motorsport, now a global spectacle, the transformation of Formula One has been astonishing.

Fueled by Netflix, fashion collabs, celebrity fans, and dramatic rivalries, F1 has sped into the cultural fast lane—captivating Gen Z, packing out city circuits, and turning teams into lifestyle brands.

Brands have taken notice, and it’s a hot topic at Cannes; discussions abound on how rights holders can create and emulate the world-building success of F1, and how brands can hop along for the ride.

Check out how audiences are responding emotionally to their favourite F1 characters in our Cannes Concern – Formula One interactive neuro dashboard here.