Fame before finish lines: How the internet decides the next F1 star
- Kavi Khandelwal
- 1 day ago
- 7 min read
Written by Kavi Khandelwal, Edited by Julia Bissessar
The crowd roaring, the cameras flashing and the trophies glinting against the lights – these have always been the hallmarks of Formula One stardom. Though, in recent years, a new force is rapidly reshaping the basis of this sport: the Internet. In the modern F1 world, drivers are crowned not just by chequered flags and polished trophies on the podium, but by likes, shares and viral moments.
How does the Internet affect the happenings of F1 ? Let's take the instance of Oliver Bearman, the British Formula 2 driver, being called up at the last minute to race for Ferrari in the 2024 Saudi Arabian Grand Prix to replace Carlos Sainz. Bearman drove exceptionally, and secured P7 in the race, claiming points on debut.
Fans, ex-drivers, commentators, journalists - people across the world were impressed by the young driver, and fans even voted him as “Driver of the Day”. Social media praised his drive, calling his debut a “masterclass”. The young driver’s performance underscored the internet’s capacity to create immediate myths around a driver based on a single, compelling performance.
Another example to take into consideration is that of Andrea Kimi Antonelli. Before the young Italian driver even sat in an F1 car, he was lauded for his prodigious ability. The rumors of him being the next Max Verstappen were not only heard around the paddock, but around every corner of the Internet. The hype surrounding the barely legal driver was so significant that the FIA granted him a special dispensation for his super license.
Amongst the pre-race anticipation, many reporters suggested that Mercedes had strategically offered Lewis Hamilton a shorter contract to keep their options open for Antonelli. These two instances, separated by experience but united by the speed of digital dissemination, emphasised the fundamental shift in how the future stars of F1 are made.
In modern F1, a driver’s online persona outruns their track record. The people behind the screens aren’t just reacting. Instead, they’re shaping the grid.
This new era of the pinnacle of motorsport is defined by the immense and unpredictable power of digital fandom, the growing significance of a driver’s physical image and online appeal, the pervasive influence of meme culture and the rapid cycles of online hype and criticism, which can make and break careers in the blink of an eye.
The traditional path to F1 glory had been a rigorous climb through the ranks of junior motorsport, where the drivers honed their skills in feeder series such as Formula Three and Formula Two. They demonstrated their tenacity through consistent podium finishes and victories, as success in the feeder series served as a primary indicator of potential to compete at the highest level.
The digital age has created a new reality where the path to laurels has been heavily influenced by online factors. These include single well-crafted quotes, like Oscar Piastri’s tweet about Alpine, or an exhilarating onboard camera clip, like Isack Hadjar’s quick save in Monaco in F2, or even a race radio sound bite that can generate online buzz.
This is especially evident with drivers who actively engage with their fan bases online like Lando Norris. His Twitch presence allowed him to connect directly with viewers, showcasing his personality and building a loyal following before his F1 debut.
The myriad of social media platforms have essentially become a new kind of talent scout. Platforms like TikTok, X, Reddit, Instagram and YouTube now function as “narrative factories” with constant contributions from fan communities, media outlets and drivers themselves constructing online personas and storylines.
Teams have recognised the increasing power of these online narratives and the potential effect on driver’s marketability. The marketing teams actively monitor online chatter regarding their drivers to maintain their carefully curated images. .
This digital landscape has democratised the evaluation and promotion of drivers, empowering the fans to play a bigger role in determining who captures the spotlight. These drivers have a dual challenge: excel on track and cultivate a compelling online presence to resonate with the digitally engaged audience.
The interplay between the online hype and the on-track performance of the drivers is complex, and it brings forth fascinating case studies of drivers whose careers have been significantly shaped by the very thing that could lead to their downfall.
Norris was the Internet’s golden boy. Not just for his talent on track, but also for the charming personality seen on his Twitch streams. His relatable personality, vulnerability, funny online antics and collaborations with popular internet personalities gathered a vast audience. However, in 2024, the tide shifted. After his first win in Miami 2024, the perception of him twisted into something darker.
People called him “arrogant” when he performed well and “bottler” when he did not. The British driver was thrust into a championship battle woefully unready and under immense pressure from the fans and media to win every race thereafter as critics claimed he lacked the “championship mentality” when he failed to do so. The famous “Lando NoWins” meme, which had begun as a lighthearted banter between the driver and his fans, had turned into a tool to discredit his achievements almost overnight.
Norris finds himself under fire from the same fans who once idolised him. It just goes on to show that online fame is a fickle mistress: the Internet that can build you up also has the power to drag you through the mud.
In the FP1 in Monza 2024, Antonelli’s performance did not live up to his early hype, with him crashing into the barrier instead. This led to a dip in online favor and increased criticism. It seemed that people had forgotten that the young Italian driver had just sat in an F1 car for the first time.
The fans not only called him a “bad investment” from a team perspective, but also blamed Toto Wolff, the team principal of Mercedes Petronas AMG, for making such a misjudgement. Yet, once the 2025 season began, the narrative quickly reverted to more online praise and Antonelli was dubbed “the future of Mercedes”. This essentially demonstrates the internet’s capacity for a “boomerang” effect, where the initial high expectations might face a temporary setback, only to return with renewed vigor based on the perceived potential.
A cautionary tale that many have forgotten is that of Nyck de Vries. His fall from grace was just as meteoric as his rise to fame. After his stunning debut at Monza in 2022, there was an instantaneous paramount of online frenzy, with fans advocating for him to secure a full-time F1 drive.
However, the initial way of support dissipated when the results of the 2023 season failed to live up to the expectations as that of Monza 2022. The internet darling was dropped by Racing Bulls, known as Alpha Tauri at the time, and faded from the public eye.
As Will Buxton said, “F1 has short term memory so you’re only as good as your last race,” a truth that resonates deeply with the fleeting and fickle nature of online favour in the absence of sustained on-track success.
Zhou Guanyu’s experience showcases a different side of the internet’s influence. Despite being a consistent and solid performer, the driver rarely generates any online buzz beyond his loyal fanbase in China.
The absence of viral moments or strong online narratives have resulted in limited internet visibility. In F1 today, being faster than the other drivers gets you points, being fascinating gets you followers and followers are what bring in money from sponsors to help truly secure your seat.
Daniel Ricciardo is one of the very few, if not only, drivers who has an enduring popularity even when his on-track performance was not up to the par. This illustrates the power of a meme-able and charismatic personality in building a loyal fanbase. His infectious smile and memorable moments like the “shoey” have kept him relevant in the fandom.
The commitment of his fans know no bounds as they demand the new F1 team, Cadillac, to offer him a seat, therefore, providing the narrative of a comeback. This shows the staying power of a driver who resonates with online audiences through their personality, even when their performance fluctuates.
Beyond the track heroics, the true reality of modern F1 is that the drivers’ attractiveness plays a big role, no matter how unspoken it may seem. The online “hot driver discourse” is more than just casual jokes now, and there are tangible effects on fan engagement, which fuels the passionate fan culture, drives merch sales and commands the attention of people watching.
Drivers like Hamilton, Sainz and Leclerc are some who benefit from their physically aesthetic appeal. This amplifies the visibility of the drivers and solidifies the oftentimes parasocial connections between drivers and their fans.
The F1 industry is keenly aware of the power that the internet holds and actively participates in feeding the algorithms. The teams monitor online trends and fan perspectives, recognising the immense value of digital engagement. The drivers who generate more online buzz and engagement are more likely to be promoted and featured, which leads to more interviews, merchandise opportunities and more screen time during race broadcasts.
Brands and sponsors have also broadened their focus from traditional performance statistics and choose to chase the hype and dedicated fan bases that the online traction provides. This symbiotic relationship between online trends and the established structures of the sport demonstrates how the digital realm has become an undeniable force in shaping the commercialisation of the sport.
The bottom line is that the digital age has irrevocably altered the nature of the sport. Social media wields more influence in determining which drivers capture the collective imagination of the fans, garner fervent support and are remembered or relegated in the history of this sport.
The central question is whether modern F1 drivers should be judged more on their inherent talent and on-track accomplishments or their ability to create a charming and intriguing online persona and ride the waves of internet trends. The Internet has moved beyond being a mere reporter of the sport; it is now an active author that shapes narratives, influences fan perceptions and decides who gets the seat at the table of motorsport’s most elite.
However, the control of the online fandoms is a double edged sword, as potent as it is unstable. False narratives can flourish in the echo chambers of the Internet, spreading rapidly and overshadowing factual accounts, leading to biases and unfair perceptions.
The Internet has such a tight grip on the necks of these drivers that they are reduced to simplistic buzzword judgements of being “washed” after one bad qualifying, or being “mid” for finishing in a points position. The drivers are not just racing the 19 other cars on the grid, but also racing the algorithm, constantly fighting against it to maintain favour in the ever shifting tides of the opinions of people behind blue screens.
