PLAYING WITH THE BIG BOYS: F1 VERSUS THE WORLD

Image credit: The Prince of Egypt (MakeAGIF.com)

One interesting conversation that gained quite some traction across digital spaces earlier this year suggested that Formula 1 had surpassed the Premier League as a bigger sports league. Sometimes framed as a debate on popularity, other times as a matter of reach and engagement, this claim appears to trace back to a report by Nielsen. I never saw the full report that was cited, but I was curious about its validity, so I conducted a simple independent analysis, and the findings were quite interesting.

In comparing Formula 1 and the English Premier League, it is important to acknowledge the fundamental differences between these sports assets. While Formula 1 and the Premier League operate as full-season leagues, each with its own structure, frequency of events, and audience engagement dynamics, the UEFA Champions League is a seasonal tournament which I’ve included as a measure of comparative reach and engagement.

Here are some key points to note:

- F1 trails far behind the English Premier League by number of followers on social media across multiple platforms, the same trend is revealed when comparing the top F1 teams to the top EPL football teams.

- Despite F1’s rapid growth on social media, its biggest team, Ferrari, has fewer followers than mid-tier European football clubs e.g. Manchester United (I kid! 😅😅)

- Formula 1’s most-followed driver, Lewis Hamilton, has far fewer Instagram followers than multiple footballers, including Cristian Ronaldo, Neymar Jr, Kylian Mbappé, and even retired players like David Beckham.

- *Bonus point not shown*: Premier League generates just over twice more revenue than F1, based on 2023 figures.

To be truly global, a sport must have a firm hold on Africa, whether through on-ground operations or by leveraging its vast fanbase digitally. The EPL’s dominance isn’t a coincidence; it’s the result of an unparalleled global play which includes a very strong Africa strategy.

It must be understood though, that premature comparisons between Formula 1 and the English Premier League risk positioning Formula 1 as a lesser asset, inadvertently shaping consumer psychology to devalue the sport. Perception is a powerful force, especially among young people who are forming their sense of identity and personal taste. If scrutiny of these assertions continually shows Formula 1 as falling short in comparison to the EPL, it could influence how aspirational audiences engage with the sport. For many, the brands, activities, and cultural touchpoints they align with reflect the kind of person they aspire to be. If Formula 1 is seen as less relevant, less dominant, or less “cool” than football, it risks losing potential lifelong fans to a sport that has already cemented itself in the global consciousness, especially in new markets where Formula 1 would otherwise stand a strong chance of amassing new fans.

P.s. What did you think of my reference to "The Prince of Egypt"? 😉