Leading Formula 1 academic Professor Paolo Aversa believes the sport remains firmly in a growth phase, with no signs of stagnation as it heads toward a major regulatory shift in 2026.
Speaking in a wide-ranging interview, regarding Ferrari, McLaren, Max Verstappen, Lewis Hamilton's Ferrari move as well as the global boom in Formula 1, Aversa analysed the surge in popularity of the sport in recent years, particularly since Liberty Media took over the commercial side of the business.
Aversa observed: “Formula 1 is nowhere near a plateau. It’s in a growth phase. With a new movie coming up and new initiatives this year. The following years will consolidate this positive trend but there are no signs of plateau. Of course the rate of growth cannot be at the same rate as the first few months, indeed years, of
Drive to Survive from Liberty Media.
“But it’s definitely going in the right direction and I don’t think there is a plateau. Formula 1 has to embrace a change in 2026 as there will be the Cadillac team coming into the circuit and the new fuel regulations will also spark new interest.”
A global Super Bowl: Formula 1’s commercial partnerships to drive growth
Aversa highlighted how Formula 1’s expansion strategy is embracing younger and more diverse audiences through gaming, exhibitions, and brand partnerships: “Formula 1 is still a development phase of positive initiatives that will help build on its success, like transforming each Formula One Grand Prix into a global Super Bowl where individuals join a spectacle that goes beyond the racing.
“Engaging in newer generations through social media and gaming, with EA Sports, in an interactive way. That will help. So will creating franchises to provide entertainment that spans beyond watching the race, like the Lego and Hot Wheels partnerships to bring Formula 1 to toys and gaming.
“If you look at the Lego partnership, Formula One has placed products at every level of Lego, for different ages. It shows there is a diversification of the experience because Formula 1 these days is not necessarily about watching races in full, but it can also be about playing with realted toys and games.
“Plus the sport has people engaging with the Formula 1 exhibition with key locations like the Formula 1 arcade.” Aversa also pointed to the growing appeal among female audiences and underrepresented communities: “Then of course you have the Drive to Survive series, which has been phenomenal.
“You also have a big expansion into the female audience by creating a product appealing to women, and also by nurturing a new generation of female drivers they will eventually land on the race track as official drivers and this will increase the appeal of Formula One massively, bringing in different drivers.
“This brings huge product and sponsorship opportunities, new interest, similar to how Lewis Hamilton did an amazing job of bringing interest from communities of colour. Now Formula One is not bound to being a ‘white sport’. The same thing can happen to other drivers who can represent other backgrounds in society," ventured Aversa.
Formula 1's oldest rivalry: McLaren versus Ferrari
With Formula 1's oldest rivalry between McLaren and Ferrari reigniting interest in 2023, Aversa expects further growth when Cadillac and Audi join the grid in 2026: “Competitive seasons will always have higher quantity in terms of watching races.
"Last year the competition between McLaren and Ferrari sparked a lot of interest, and also competition with drivers will always be welcomed.
“Underdogs like Brawn GP in 2009 also spark huge interest, they are narratives that can be portrayed in movies. But I don’t think it’s necessary that competition is very tight, because it will always be tight at some point on the grid.
"While there has been a domination in the last two eras of Formula One, Mercedes and then Red Bull, there was so much competition in the midfield. The fact Netflix managed to bring that to the surface with Drive to Survive proved that competition doesn’t have to be at the top spot for people to tune in.
“I also think having more cars on the grid with the arrival of Cadillac, with Audi too, will spark increased competition because these are big brands that are there to win and it will raise the bar. I also think the new regulations will create a more competitive season.”
Acersa: Hamilton is a larger-than-life character
Reflecting on Ferrari’s decision to bring in Lewis Hamilton for 2025, Aversa believes Charles Leclerc will remain the team’s lead driver, with Hamilton’s arrival motivated by commercial appeal: “I feel Hamilton is a larger than life character and has been hired by Ferrari more on his marketing potential than his driving potential.
"He is of course exceptional who holds records, however, he is arguably in his decline phase. He doesn’t have the consistency he had when he was younger. Hamilton repays his costs purely with glamour and the potential for a wonderful narrative that fits with Ferrari.
“He brought 280,000 followers alone to Ferrari’s social media account, and merchandise sold out in minutes so it shows there’s an army of individuals that follow and cheer for Hamilton regardless of the team he’s in or his performance.
“He clearly brings experience, however, the ability for Ferrari to win depends on creating a winning car. If they have a top-performing car, I think Charles Leclerc will be the favourite, the quickest to secure a top spot.
"But Hamilton can help and I can see him winning a few races this year if Ferrari have a high-performance car," said Aversa, who was proven right as Hamilton powered to Sprint Race victory at the Chinese Grand Prix after this interview happened.
Aversa: I believe Verstappen is the favourite for the 2025 F1 title
While McLaren and Ferrari are tipped to challenge, Aversa expects Red Bull's Max Verstappen to take another title in what he sees as the final season of the current Formula 1 regulatory era: “This will be the last Formula 1 season of an era. The eras are defined by technology and regulations.
"They change [slightly] every year but they change more radically every six or seven years. When this change happens, usually one or two teams manage to better interpret the potential of the regulations and create a competitive car, giving them a huge advantage.
“But as years pass the others learn the tricks of the trade and close the gap. This is what happened with Mercedes, but then the gap becomes smaller before they overtake. This year will probably be the final year of this kind of car, and we can expect tight competition between McLaren and Ferrari.
“I believe Verstappen is the favourite for the championship while Mercedes, McLaren and Ferrari compete to be the best team. But from 2026 we will have radical change and a reshuffle," predicted Aversa.
Aftr two Grand Prix weekends, Verstappen is P2 in the 2025 Formula 1 Drvers' standings. The Red Bull ace is targeting a fifth title in a row, an achievement only ever accomplished by the great Michael Schumacher when he and Ferrari 'owned' F1 from and including 2000, until the end of 2004. (Interview by Prime Casino Media team)
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