Bloomberg Hot Pursuit!• May 1, 2026• 47:07Interview

On the Ground At Miami F1: Live from Bloomberg House Miami | Bloomberg Hot Pursuit!

From Bloomberg Hot Pursuit!

Susie Wolff•Managing Director, F1 Academy

Executive Summary

Formula 1 is experiencing a significant cultural shift, with its global fan base now being 42% female and the 18-24 female demographic growing fastest.
The F1 Academy, led by Susie Wolff, is capitalizing on this trend by lowering financial barriers for female drivers (funding over 80% of their costs) and creating a pipeline for top-tier talent.
The new Cadillac Formula One team is undertaking a massive, long-term project to become competitive, hiring around 50 people per month and establishing a large operational footprint in both the UK and the US.
Miami is solidifying its position as a key hub for both global finance ('Wall Street South') and premier international sporting events like the F1 Grand Prix, attracting significant wealth and investment.

12 quotes

Concerns Raised

Overcoming the residual 'chauvinistic opinions' and historical male dominance in motorsport.
The immense challenge and long-term commitment required to build a competitive new F1 team from scratch.

Opportunities Identified

Engaging the rapidly growing and commercially valuable female fan base in Formula 1.
Creating a successful talent pipeline for female drivers through the F1 Academy.
Leveraging F1's global platform for brand building and technological development, as demonstrated by Cadillac/GM.

Key Themes

The Rise of the Female Fan in Motorsport

Formula 1 has seen a dramatic increase in its female audience, which now constitutes 42% of the global fan base. The fastest-growing segment is women aged 18-24, indicating a significant cultural and commercial shift in the sport's appeal.

This demographic shift presents a major commercial opportunity for F1, its teams, and sponsors, particularly for female-focused brands looking to engage with a passionate and expanding audience.

Developing the Next Generation of Female Drivers

The F1 Academy is a strategic initiative designed to create a viable pathway for women into top-level motorsport. By funding over 80% of driver costs, it directly addresses the high financial barrier to entry and provides a platform to nurture the most promising talent.

This initiative is crucial for increasing diversity on the grid and aims to prove that women can compete at the highest level, with Susie Wolff predicting a female driver at the top within 5-8 years.

Cadillac's Strategic Entry into Formula 1

General Motors is making a significant, long-term investment in F1 through its Cadillac team. The focus is on a 'bottoms-up' approach to building a competitive organization, evidenced by rapid hiring (50 people/month), extensive facility development, and a plan to manufacture their own power units by 2029.

This represents a major commitment from a legacy American automaker to compete on the global stage, using F1's platform for brand building and technological development rather than direct car sales.

The Evolution of F1 Racing

The nature of Formula 1 has evolved from a pure test of a driver's raw speed to a more complex exercise in resource management, including tire degradation and fuel conservation. While some drivers lament the change, it remains a competition where the best driver-and-machine combination wins.

This evolution reflects the increasing technological complexity and strategic depth of the sport, requiring drivers to be not just fast, but also intelligent and adaptable race managers.

Miami as a Nexus of Wealth and Sport

The episode highlights Miami's emergence as 'Wall Street South,' a destination for immense wealth, exemplified by Ken Griffin's Citadel relocation. The city's hosting of the F1 Grand Prix further cements its status as a hub for high-net-worth individuals and major global events.

This convergence of finance and high-profile sport creates a unique ecosystem for luxury brands, financial services, and corporate sponsors to engage with an affluent and influential audience.

Get started free

Topics

Formula 1 F1 Academy Cadillac F1 Team Susie Wolff Dan Tauris Motorsport Female Athletes Diversity in Sports Fan Engagement Sports Business Automotive Industry General Motors Miami Grand Prix Brand Strategy Talent Development

Processed May 1, 2026 yt-dlp + mlx-whisper + Gemini

You're reading a preview

Get started free →