Jing Daily | Who’s speaking to China’s 221 million F1 fans?

There is a number I find myself returning to whenever I sit across from a luxury brand executive and the conversation turns to China. It is not a revenue figure, or a market share projection. It is 221 million. That is the number of declared Formula 1 fans in China as of 2025, a figure that grew by 39% in a single year. For context, it is larger than the entire population of Brazil, a country where the sport borders on a national religion. I have spent the better part of my career at the intersection of Formula 1 and brand strategy, and I cannot recall a market signal quite this loud being met with quite this much commercial silence. READ MY FULL COLUMN HERE