Formula 1 is more than a sport. It is a living, breathing experiment in how to make millions of people feel something profound—excitement, awe, tension, delight—all at once. Every Grand Prix is an adrenaline-fuelled phenomenon, where sound, danger, devotion, and technology synchronise in perfect harmony. Long before Silicon Valley coined the phrase “experience design,” Bernie Ecclestone was already pioneering it. For him, Formula 1 transcended speed; it became a meticulously orchestrated invitation to feel alive. ​

At the heart of this emotional mastery is Ferrari—a brand that has always understood that every car is designed not just to perform, but to give a unique feeling. This commitment to emotional resonance remains at the forefront of their work as they enter the e-performance car market, proving that engineering emotion is as crucial as engineering speed.

Ecclestone didn’t just sell motorsport—he sold access to emotion, to memory, to moments that millions could share in real time across the world. And beneath the billion-dollar spectacle lies something elemental: a sport that still begins in childhood, on karting tracks and racing simulators. Formula 1 remains one of the few global industries that truly invests in grassroots. Without karting and racing culture at the base, there would be no F1 at all—the dream must scale from imagination to the world’s fastest stage.

Bernie Ecclestone and Ferrari didn’t just build a sport—they cultivated a 1% community of people who were emotionally connected to engineering, design, elegance, and the thrill of unique, exclusive firsts. This wasn’t accidental; it was pure genius. They saw the future in the 1960s and 1970s, decades before the rest of the world caught up. At a time when global connectivity was limited to elite travellers and the specialised workers who supplied their industry, Ecclestone and Ferrari were already laying the foundations of the modern global world we all now live in.

Their vision was rooted in a deep understanding of emotional alignment. They recognised that the true value of Formula 1—and the Ferrari brand—wasn’t just in speed or technology, but in the emotional resonance they created. This resonance attracted a community of passionate fans, engineers, and decision-makers who shared a commitment to excellence, innovation, and the pursuit of something greater than themselves.

Ecclestone’s ability to unite teams, sponsors, and fans into a global machine was a masterstroke. He created a culture where exclusivity and emotional connection were paramount. Ferrari, with its legacy of craftsmanship and performance, became a symbol of this 1% community—a brand that stood for more than just racing, but for a way of life defined by elegance, innovation, and the pursuit of perfection.

This 1% community wasn’t just a byproduct of their success; it was the engine that drove it. By fostering a sense of belonging and shared purpose, Ecclestone and Ferrari created their own markets—markets built on emotional loyalty, not just transactional relationships. Their foresight and vision laid the groundwork for the global, interconnected world we now take for granted, a world that was once known only to a select few.

Ecclestone’s revolution in the 1970s and 1980s transformed Formula 1 from a niche European circuit into a global powerhouse. He united teams, networks, and sponsors into a sleek global machine, architecting a rolling culture of VIP suites, iconic partnerships, and a hospitality model that today’s leagues emulate. By the 1990s, over 180 countries tuned in simultaneously. Brands like Marlboro and Shell constructed modern mythologies around speed and ambition, layering engineering, commerce, and raw emotion into an unforgettable package.

Fast forward to 2017: Liberty Media acquires F1 for $8 billion, transforming it from a protected circuit into a global media ecosystem. Between 2021 and 2024, annual revenue jumps from $2.1 billion to $3.6 billion; by 2025, F1 Group’s market cap exceeds $100 billion—a twenty-fold leap. Formula 1 isn’t selling advertising; it’s selling alignment. “Drive to Survive” turned viewers into believers and data into devotion. Each race is now a global, cinematic event: addictive, monetisable, and emotionally charged.

Formula 1 runs on the razor’s edge between perfection and disaster. Athletes race at the boundary of their physical and mental limits, while fans feel every apex and daring overtake. But tragedy—for example, Senna, Ratzenberger at Imola, Lauda’s accident at Nürburgring—forges unbreakable bonds, exposing the heart beneath the spectacle.

The sport ignites something unique. Elite drivers and their fans share intensity, passion, and pursuit of greatness. In F1, spectators become part of the elite pursuit. The best never stop asking questions, and the greatest never stop learning. Curiosity is fuel, and that’s why Lewis Hamilton partners with Perplexity AI—to keep the engine of learning and discovery running.

Ecclestone built the hardware; Liberty activated the software—global streaming, social engagement, and a new wave of passionate fans. “Drive to Survive” didn’t just explain F1—it remade it, turning casual viewers into loyalists, particularly young and female audiences. Race weekends now blend film premiere and music festival, where engineering meets entertainment and every driver generates headlines. F1, Formula E, and the F1 Academy now create a living ecosystem of speed, intelligence, and emotion, tailored to the impulses of risk, innovation, and inclusion.

McLaren, under CMO Henry Chilcott, moved storytelling beyond branding. “Papaya” used orange as optimism and movement as message. Performance became coherence: story, system, and soul as a living culture. Formula E added a “quiet revolution”—innovation through proximity, sustainability, and empathy, showing progress can be quiet and profound.

Chilcott’s lesson: the most powerful engines in modern sport are emotional ones. Leaders design experiences, not campaigns; feelings, not slogans. The future belongs to those who align story, system, and soul.

The Miami GP proved how a city can synthesise tourism, aviation, and collective excitement into a new emotional infrastructure: physical and experiential architecture that generates feeling at scale. Every race is a human and engineering triumph, synchronising continents through movement and purpose.

McLaren’s Papaya proved that at 200 mph, emotion remains the most powerful signal. Every frame was intentional: orange as optimism, speed as persistence, engineering as empathy. F1 is not just machines—it’s the conversation between logic and feeling.

F1’s logistics—1,400 tonnes of freight per race, $8M+ per team in annual costs, and net-zero innovations with DHL—reveal a “hidden universe” of specialists coordinating awe at global scale. Every race is a human and engineering triumph, synchronising continents through movement and purpose.

Graeme Lowdon, former Marussia F1 boss and now with Cadillac, calls F1 “the ultimate team game.” Empathy, alignment, shared purpose, and survivable risk are the real high-performance ingredients. Empathy-driven teams and belief-based systems are now the new differentiators—coherence, not chaos, marks this next era.

Ferrari is more than a racing team—it’s a global symbol of passion, legacy, and emotional resonance. The Scuderia’s story is not just about podiums or technological innovation; it’s about engineering the very feeling of excitement, anticipation, and belonging for millions around the world. From the roar of the engine to the flash of red, Ferrari has always understood that the heart of its appeal lies not in the stats, but in the emotional experience it creates.

The transition to electric racing is the ultimate test for Ferrari’s emotional engine. As the roar of the V12 gives way to the silent power of electric motors, the challenge is to maintain the emotional connection that has defined the brand for generations. How do you evoke the same sense of awe and excitement without the iconic sound? Ferrari’s answer is to double down on design, storytelling, and sensory experience—engineering not just the car, but the entire ecosystem of feeling around it.

Ferrari’s approach is a masterclass in emotional infrastructure. Every detail—the livery, the sound design, the fan engagement, the narrative around each race—is orchestrated to create a visceral, memorable experience. The team knows that the true measure of success is not just winning races, but winning hearts. In a world where technology is increasingly ubiquitous, Ferrari reminds us that emotion is the last, and perhaps most powerful, differentiator.

This is the lesson for all brands and leaders: greatness is not just about being faster or smarter—it’s about being felt. Ferrari’s legacy is proof that when you engineer emotion, you create something that transcends competition and becomes a shared cultural touchstone.

At the core of Formula 1’s legacy is a vibrant ecosystem of grassroots communities, parents, children, and local sponsors who keep the dream alive. Karting tracks, racing simulators, and local events are the starting points for every champion, but they are also the lifeblood of the sport’s future. These communities are not just about nurturing talent—they are about fostering connection, resilience, and shared purpose.

Parents and families play a crucial role in supporting young athletes, often making significant sacrifices to keep up with the growing demands of the sport. The increasing regulations imposed by governments and insurance companies have made it harder for families to afford the fees and meet the requirements. These regulations, while well-intentioned, can sometimes stifle the very spirit of grassroots racing, pushing it out of reach for many who cannot keep pace with the rising costs and bureaucratic hurdles.

Local communities and sponsors—estate agents, small businesses, and passionate individuals—step in to fill the gap, providing the capital and support needed to keep the sport accessible. Their contributions are not just financial; they are emotional investments in the future of the sport and the well-being of the next generation. These grassroots efforts are the foundation upon which the global spectacle of Formula 1 is built.

However, the challenges are real. The need to protect athletes and ensure safety is paramount, but the current system often places an undue burden on families and communities. The fear of media scrutiny and the pressure to be politically safe can lead to overreaction and a culture of risk aversion. This is where mindset change is essential. Formula 1, boxing, and MMA all accept that danger is an inherent part of high-performance sport. We protect our athletes, but we must also extend this protection to each other, fostering a culture of collective responsibility and mutual support.

The solution lies in raising the capital to cover the fees and regulatory costs, but it also requires a shift in mindset. We need to move away from fear and overreaction, and instead embrace the spirit of resilience and shared responsibility. By supporting each other and working together, we can ensure that the sport remains accessible and that the next generation of champions has the opportunity to thrive.

In 2025, Lewis Hamilton’s partnership with Perplexity AI fused relentless learning and curiosity with F1’s spirit of experimentation. Fans now access real-time insights and AI-powered knowledge—reflecting Hamilton’s ethos: “Curiosity is fuel.” Legacy, alignment, exposure, and resonance—these are the ingredients of progress in F1 and beyond.

Formula 1’s secret is emotional alignment—turning engineering, logistics, and leadership into unforgettable shared feeling. For the next era, resonance will be the ultimate performance metric. When we align and uplift each other, excellence is everyone’s victory.