In recent years, the world of Formula 1 has seen an unprecedented surge in popularity, leading to a significant increase in the fanbase and a rise in individuals creating F1-related content on social media platforms like TikTok. This growth has prompted the Aston Martin Aramco Formula One® Team to launch a UK-wide talent search in partnership with TikTok, who have been official partners since 2021. Today, on January 27, the winners of this competition have been announced, exclusively revealed by Indy100. This initiative, known as the Creative Collective, marks a significant milestone in the world of F1 content creation.
How It All Began
The inception of the Creative Collective can be traced back to the early days of TikTok’s partnership with Aston Martin, where the idea of hiring a chief TikTok officer was first conceived. Kate Dalton, Head of Brand Marketing at Aston Martin, shared insights into the evolution of this concept, highlighting the initial vision and its transformation into the current collaborative platform for creators. The core aim of the programme is to provide individuals with access to the sport that they may not have had otherwise, offering mentorship from Aston Martin Aramco’s expert creative team, exclusive opportunities to create engaging content, and access to various events and community initiatives throughout the 2025 season.
Aoife Moran, Sports Marketing in Europe for TikTok, emphasized the partnership’s focus on creator growth and fan engagement, highlighting the importance of putting fans first. The competition itself garnered immense traction, with over 40 million views across the platform, showcasing the dedication and enthusiasm of participants in creating F1-related content. The engagement and creativity displayed by fans and creators on TikTok underscore the platform’s role in fostering a vibrant community around the sport.
The Rise of Female F1 Fans and Creators
The landscape of F1 fandom has undergone a significant transformation, with an increasing number of female fans and content creators actively shaping the sport’s narrative. The advent of shows like Drive To Survive on Netflix and the rise of platforms like TikTok have played a pivotal role in broadening the sport’s appeal and attracting a more diverse audience. Female content creators have emerged as influential voices within the F1 community, offering unique perspectives and engaging storytelling that resonate with fans worldwide.
The changing demographics of F1 fandom are evident in the growing presence of female fans, which now constitute 40% of the global fanbase, as noted by Stefano Domenicali, CEO of Formula 1. This demographic shift has also been reflected in the social media landscape, with a rising number of female content creators making their mark on platforms like TikTok. Prominent figures such as Toni Cowan Brown, Lissie Mackintosh, Tasia Johnson, and others have carved out a space for themselves within the F1 community, offering diverse and engaging content that appeals to a wide audience.
The challenges faced by female F1 creators and fans, including instances of harassment and discrimination, underscore the need for greater inclusivity and diversity within the sport. Initiatives like the Creator Collective and platforms like Girls Across the Grid are paving the way for a more welcoming and supportive environment for women in motorsport. Despite the progress made, there is still work to be done to address issues of sexism, racism, and homophobia within the F1 community, ensuring that all fans and creators feel valued and respected.
As the world of Formula 1 continues to evolve and diversify, the role of female fans and creators will undoubtedly shape the future of the sport. Initiatives that promote inclusivity, creativity, and community engagement are essential in fostering a vibrant and welcoming environment for all enthusiasts. The journey towards gender equality and representation in F1 is ongoing, but with the passion and dedication of fans and creators alike, the future looks brighter than ever.
