Kim Kardashian has become a prominent presence in Formula 1 (F1), drawing significant media attention and potentially contributing to renewed interest in the sport amid declining viewership numbers. Her attendance at the Singapore Grand Prix, where she supported her boyfriend, seven-time world champion Lewis Hamilton, underscored her growing association with F1’s high-profile events.

At the weekend race, Kardashian’s fashion choices—from a sheer pink Alaia dress during qualifying to a floral corset outfit on race day—captivated onlookers and photographers, often overshadowing even top competitors such as Red Bull’s Max Verstappen. Hamilton, who recently joined Ferrari after a long tenure at Mercedes, finished sixth at the Singapore GP, a result affected by a strategic decision to forgo a final pit stop.

Despite a challenging start at Ferrari, Hamilton remains third in the championship standings, a performance boost he has partially credited to his relationship with Kardashian. The couple, publicly dating since early 2023, have been frequently seen together during romantic trips to locations including the Cotswolds, Tokyo, Lake Como, and London. Hamilton has also been reported to be exploring property options in Los Angeles to be closer to Kardashian, seeking a balance between his racing commitments and her life, which is often under the constant gaze of reality TV cameras.

Kardashian’s involvement with F1 arrives amid concerns over dwindling viewing figures. In the United States, the sport’s transition to Apple TV has coincided with a significant drop in audiences, while in the United Kingdom, viewer numbers for Sky Sports’ F1 coverage have fallen by over ten million since the races moved away from terrestrial television in 2018. By contrast, Kardashian commands a massive social media following of 343 million Instagram followers, vastly surpassing F1’s official account, which has around 44 million followers.

Speculation has emerged about Kardashian potentially deepening her investment in F1, including the possibility of owning a racing team after Hamilton’s current contract with Ferrari ends in 2027. Sources suggest that the couple might consider launching a team together, leveraging both her financial resources and Hamilton’s extensive racing experience.

While some F1 fans compare Kardashian to previous notable figures associated with the sport, such as Nicole Scherzinger—Hamilton’s former partner known for her passionate displays—observers acknowledge the unique role Kardashian plays in bringing celebrity glamour and wider attention to F1. Reports also indicate that Hamilton prefers maintaining some distance from Kardashian’s public reality TV life, opting for a private residence nearby rather than fully integrating into her high-profile household.

Friends and insiders describe the relationship as genuine and mutually supportive, with discussions of future plans including celebrating the upcoming holiday season together in Hamilton’s London mansion. Though the full impact of Kardashian’s influence on F1’s popularity remains uncertain, her presence is an example of how the sport continues to intersect with broader entertainment and celebrity culture.