Axios House: The fight over FI's remote audience

CANNES, France — Only 1% of Formula One fans will ever attend a race in their lifetime — and the brands, broadcasters and drivers scrambling to reach the other 99% are just getting started, industry leaders said at Axios House Cannes.

Why it matters: Drive to Survive helped turn a niche European motorsport into a global cultural phenomenon and opened a commercial opportunity that nobody has fully cracked yet, said McLaren Racing CMO Louise McEwen.