Periods of sustained dominance by a single driver or team have historically characterized Formula 1, with notable runs by Michael Schumacher and Ferrari, Sebastian Vettel and Red Bull, and more recently Lewis Hamilton and Mercedes. However, the landscape of the sport appears to be shifting towards greater competitiveness, a development that is reshaping its commercial appeal.
Following McLaren’s Lando Norris securing the world championship last season, there is now the prospect of a second consecutive year with a new driver claiming the title. As the 2026 season enters its final stages, Mercedes’ Kimi Antonelli leads his teammate George Russell by 84 points heading into the Singapore Grand Prix, with seven races still to come. This growing competitiveness has resulted in six different race winners so far, expanding the roster of potential champions.
Industry experts point to this increased unpredictability as a key driver behind Formula 1’s rising commercial value. Scott Branch, senior vice-president at sports agency The Team, notes that while dominant champions like Hamilton and Verstappen have been marketable global stars, prolonged supremacy can reduce fan engagement because the outcome becomes more predictable. A close, multi-contender championship offers richer narratives that can maintain viewer interest throughout the season and attract more diverse audiences for broadcasters and sponsors.
Broadcasters such as Sky Sports emphasize the benefits of variety and new storylines. Billy McGinty, Sky’s F1 director, highlights how having multiple drivers capable of winning creates fresh content not just during the races but across social and digital platforms. The personal journeys of younger drivers contesting established names add further layers to the sport’s storytelling.
Antonelli, a 20-year-old Italian driver and current points leader, exemplifies this dynamic. Initially seen as the secondary driver to teammate Russell, he has emerged as a front-runner both on track and commercially. His success challenges traditional loyalties in Italy, where Ferrari commands a passionate following. Ahead of the Italian Grand Prix at Monza, a poll showed 58.3% of fans supported Ferrari, while 41.7% backed Antonelli, who drives for Mercedes. Antonelli’s first Italian Grand Prix victory since 1966 drew 4.46 million viewers on Italian television, a significant increase from the previous year.
The broader range of winners has coincided with an overall rise in viewing figures. Last year’s championship, won by Norris after Verstappen’s four-year dominance, became the most-watched Formula 1 season in the UK and Ireland on Sky Sports, with 162 million viewer hours and a 14% viewership increase compared to the previous year.
From a commercial standpoint, this competitive environment is advantageous for sponsors as well, providing more teams with credible opportunities to associate with race wins and success. Branch explains that this distribution of potential victories enhances cultural relevance for partner brands.
Nonetheless, the sport’s growth cannot be attributed solely to on-track competitiveness. The addition of new races, especially in the US and Middle East, an expanded digital presence, and efforts to promote drivers as personalities have also played significant roles. Moreover, periods of dominance have historically drawn large audiences and created compelling narratives of whether a champion’s streak can be broken.
Ultimately, the ideal commercial scenario for Formula 1 may lie not in a single dominant figure or complete unpredictability, but in a grid filled with recognizable stars capable of challenging each other. This balance generates sustained fan engagement and makes the championship a more marketable spectacle, shifting the focus from “Can anyone stop the champion?” to “Who will win this weekend?”