The changed face of F1: new generation of fans hits the British GP
A record-breaking crowd of more than 400,000 is expected across the 2022 British Grand Prix weekend, and the surge in demand for tickets is driven by more younger and female fans who are flocking to F1
F1's drive for more younger and female fans is reflected in the Silverstone crowd
Peter J Fox/Getty Images
You might not have been able to see Lewis Hamilton’s Mercedes approaching through the Silverstone spray, but you could hear him coming.
The crowd erupted every time the seven-time champion blasted past in qualifying, as well as when the circuit commentators announced he’d set a personal best sector.
It’s been the same since Hamilton’s first British Grand Prix in 2007 where he forged an unshakeable bond with “the greatest fans”.
But in other respects, Silverstone is barely recognisable 15 years on. It’s not just the circuit layout, new museum, and pit complex: you have to turn away from the track to see the greatest change during Hamilton’s spell in F1.
Stand in the passionate crowd even less than a decade ago and you’d be surrounded by a vast majority of men and their sons, adorned in Hamilton gear with very little variation.
Fan-favourite George Russell signs autographs
DPPI
This year, in a crowd that’s expected to top a record-breaking 400,000 over the weekend, the Mercedes driver still dominates the support (this year’s fluorescent yellow caps are particularly striking in the crowd). But there’s now a clear splattering of McLaren orange, Scuderia red and even a noticeable showing of Red Bull merchandise — although team boss Christian Horner was still hit by a barrage of hand gestures from the crowd when he appeared on the pitwall.
“I don’t understand how people from Britain can be Verstappen fans”, said one Mum half-jokingly as she gestured towards a group of young lads with ‘33’ branded merch sitting a few rows below.
Sat in the grandstand on the start/finish straight, cloaked in a Union Jack flag and full complement of Mercedes merchandise, this was her sixth time at Silverstone. Her similarly attired daughter, with a Russell cap sat alongside on her second visit to the circuit.
“She’s been following George Russell since his Formula 3 days!” said the proud mum.
They are now typical of the British Grand Prix crowd which appeared almost evenly-split by gender, and with a heavy contingent of younger fans.
F1 is benefitting from its massively increased presence on social media since Liberty Media bought the commercial rights five years ago, as well as last year’s thrilling championship battle that hooked viewers, as well as the much-lauded Drive to Survive effect.
There were cheers when Verstappen spun in qualifying...
...but he has fans in the Silverstone crowd
Don’t underestimate either the power of F1’s new generation of engaging, personable young stars who aren’t confined to pay TV and appear on the platforms used by younger generations.
Across the viewing areas, bars and queues for a bland, overpriced cheeseburger (one area where there’s still room for improvement) there were countless groups of young female fans, adorned in the merch of various drivers, in particular the younger superstars of the sport, having a great time with friends whilst taking in the sights and sounds of the F1 circus.
The atmosphere was just as electric as in the days when Hamilton was battling Sebastian Vettel or Nico Rosberg, only this time round, the boos are for Max Verstappen.
This year’s mix of fans seemed as passionate, knowledgeable and loyal to their heroes as ever, offering a positive vision of the sport’s future, one which looks likely to mean that Silverstone will continue to sell-out for years to come.
