Why are Formula 1 drivers seen as some of the hottest athletes in sport, and why has that always been part of the business of F1?

With glossy hair, gym physiques, and the global obsession with drivers like Charles Leclerc, fan attraction has become a huge part of modern Formula 1 culture. But this trend didn’t start with social media or  Drive to Survive.

In this episode of The Grand Pricks Culture Files, we dive into the history of the “F1 Hot Guy Complex” and explore how driver attractiveness has influenced sponsorship deals, brand marketing, fan engagement, and the sport's commercial growth for decades.

We discuss how long F1 drivers have been used in advertising and sponsorship campaigns, which current drivers generate the most revenue through social media and global popularity, which driver fans rate as the most attractive, and why charisma and image can matter just as much as speed in modern Formula 1. 

Plus, in our new debate-style format, expect fun questions, pop quizzes, hot takes, and our own attractiveness rating challenge (spoiler: one of us scored higher than Charles Leclerc!) 

This is more than just a funny conversation. It’s a deep dive into how looks, fame, and marketing shape Formula 1.

Subscribe now to Grand Pricks for more F1 culture, history, analysis, and off-track discussions while we wait for racing to return in May.

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