Lenovo and Formula 1 recently teamed up to project custom fan-designed F1 cars onto London’s Walkie-Talkie building. The large-scale projection was part of the new #RaceToCreate platform, powered by Intel, which lets fans design their own car liveries. The event aimed to highlight the rising popularity of Formula 1 in the UK, where around 16.7 million people now follow the sport.
Interest in F1 is growing especially among women, who now make up 41% of the British fan base. The sport is also attracting younger audiences, with 42% of global fans under 35. Many fans engage with the sport daily across platforms like YouTube, Twitch and social media.
Earlier this month, over 500,000 people attended the British Grand Prix at Silverstone. The sport is said to contribute £12 billion to the UK economy.
Lenovo’s involvement with Formula 1 includes projects like AI-powered PCs and a new Media & Technology Centre in Kent that processes huge amounts of race data. The #RaceToCreate campaign is another step in offering fans more interactive ways to connect with the sport outside race weekends. Fans can submit their designs on the official site until September 22.
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