It’s one richest sports in the world but it still needs to adapt to the times.
F1 is now trying to appeal to a younger fan base through deals with Netflix and Lego.
Plus it's trying to break that lucrative US market with races in Las Vegas and huge broadcasting deals.
We hear from the key figures at F1 and from former F1 driver David Coulthard, who witnessed the end of tobacco sponsorship and saw the likes of Red Bull coming into the paddock.
If you'd like to get in touch with the programme, our email address is businessdaily@bbc.co.uk
Presented and produced by Victoria Turner
(Image: Max Verstappen races down the Las Vegas Strip during the Formula 1 Las Vegas Grand Prix on 22 Nov 2025. Image credit: Getty Images)
