Formula 1 isn’t just about racing — it’s about storytelling, sponsorships, and survival in the media spotlight. In this episode of F101 with Friends, I sit down with PR pro Laura to unpack how the sport has evolved from Ferrari’s cigarette barcode era to today’s world of crypto logos, luxury  moments, and sponsor-driven narratives. We dive into the Netflix effect and how it turned drivers into global celebrities, the growing influence of a new generation of fans, and why Lewis Hamilton’s move to Ferrari stands as one of the greatest PR masterstrokes in F1 history. 

To wrap it all up, Laura takes on a first ever French F101 quiz — with plenty of laughs along the way.

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https://www.nytimes.com/2018/09/14/sports/autoracing/tobacco-advertisements-formula-one.html

https://www.astonmartinf1.com/en-GB/news/feature/aston-martin-racing-green-more-than-just-a-colour

https://www.optimonk.com/almave-marketing-breakdown/

https://www.forbes.com/sites/josephwolkin/2025/04/04/formula-1-utilizes-lego-partnership-for-international-growth/