Formula 1: Drive to Survive as promotional tactic and American fan identity incubator

Formula 1 has experienced a notable resurgence in the United States during the 2020s. This research examines the Netflix documentary series (docuseries) Formula 1: Drive to Survive and related US promotion as a key cause. Parasocial relationships and the documentary format itself have contributed to fan creation. The docuseries serves less as a re-enactment of a topic for historical perspective but rather as a public relations tool, garnering publicity for the sport but also creating fans. Sport promotion can use the documentary format for creating fans with little knowledge of a sport or its athletes. Research results indicated a strong positive correlation between viewership and better understanding of Formula 1 racing and its drivers, as well as becoming more interested in the sport and the lifestyle portrayed. Implications for promotions and marketing that increase use of the documentary as a dominant narrative tactic are discussed.