Enzo Ferrari once famously remarked that when children are asked to draw a car, they often draw a red one. Sofia Valente Pierini, as a child, was a prime example of this. She vividly recalls watching Formula One Grand Prix races with her grandfather, who had a small tube TV perched in the kitchen, with her eyes naturally drawn to the Ferraris on screen.
In 2025, Lewis Hamilton, Valente Pierini’s 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. Despite the emotional challenges of being a fan of both Hamilton and Ferrari, Valente Pierini has been creating F1 content on @formulasofia since 2022, capturing the essence of Ferrari fandom.
Valente Pierini is part of a new wave of content creators reshaping the F1 media landscape to appeal to a younger and more diverse audience. This shift is crucial in engaging individuals whose exposure to the sport may have been limited to a fading Ferrari flag in their grandparents’ living rooms.
In addition to the popular Netflix series “Drive to Survive,” user-generated content plays a significant role in attracting a fresh F1 audience, reminiscent of how radio once drew in baseball and hockey enthusiasts.
Stacy Lorenz, a vice dean at the University of Alberta’s Augustana Campus specializing in the sociology and history of sport, highlights the correlation between different sports and media platforms. F1’s embrace of short-form video and streaming represents the next logical evolution in this trend, catering to a global audience of fans irrespective of geographical boundaries.
The acquisition of F1 by Liberty Media in 2017 marked a pivotal moment for the sport, as it signaled a shift towards digital and online platforms. This transformation has allowed F1 to connect with fans on a more personal level through social media and other digital channels.
James Hinchcliffe, a former IndyCar driver and F1TV commentator, emphasizes how the change in ownership ushered in a new era of F1 media. The sport’s increased online presence has enabled fans to follow drivers as characters in a captivating narrative, akin to reality television stars.
Online content has become a major draw for F1 enthusiasts, offering a glimpse into the close-knit community of drivers who often share lifelong friendships forged during their junior racing days. Creators like Cadence Willie leverage social media platforms to delve deeper into the nuances of F1, catering to a diverse range of interests within the fan base.
As digital accessibility in the F1 space continues to expand, Valente Pierini hopes for greater affordability and inclusivity within the sport. Despite its glamorous image, she envisions a future where F1 becomes more accessible to a broader audience, transcending traditional barriers to entry.