Formula 1 Brief
The Best F1 Audience Report Just Came from Pinterest
The Summer 2026 Trend Report shows what today's F1 fan actually does on a race weekend: searches, wears, eats, and posts the sport into their feed.
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Field Notes
Quick takes, observations, and analysis from the grid. For deeper dives delivered right to your inbox, head over to our Substack newsletter.
Formula 1 Brief
Gucci’s $150M Turnaround Bet on Formula 1
Kering paid a reported $150M to put Gucci’s name on a fifth-place F1 team. The deal is turnaround infrastructure for the house as much as sponsorship for Alpine.
Formula 1 Brief
Victory Tastes Like Milk
How a thirsty driver, his mother, and one orange-juice heresy turned a glass of milk into the holiest ritual in American sport
Formula 1 Brief
A Racer to the Last Lap
Kyle Busch (1985–2026) won more races than anyone in NASCAR history. The only word that ever really fit him was the simplest one.
Formula 1 Brief
Who is Katherine Legge and What is the Double?
The business of speed is now playable
Formula 1 Brief
Anduril's #24 Paint Scheme Drops for San Diego
BoS got the exclusive first look at the paint scheme William Byron will run at the inaugural Anduril 250
IndyCar Brief
V8s are coming back to F1 while NASCAR's Anduril 250 finds a circuit partner
Jeff Gordon to Bloomberg: F1's U.S. boom is the rising tide lifting NASCAR, IndyCar, and every series in between
Formula 1 Brief
Italy Is Back
The Italians may have their saviour, and he's not wearing red
Formula 1 Brief
The Broadcast is the Least Interesting Part
Nico Rosberg on a video game, Times Square on race day, IMAX at 50 locations. Apple's F1 machine is bigger than the race
IndyCar Brief
He Likes Winners.
The Business of Chip Ganassi
Formula 1 Brief
The Unreasonable Man
The Man Who Flipped the Commercial Model of Formula 1 and Built the Fastest-Rising Team Valuation in the Sport's History
Formula 1 Brief
Ocean's Next Heist at the Monaco Grand Prix?
OpenAI all Indy. Barilla Pasta becomes F1's cheapest merch.
Formula 1 Brief
The Comeback Kid Becomes the Capital Kid
From public humiliation to cross-sport investment portfolio
Formula 1 Brief
Resurrecting NASCAR
Lesa France Kennedy Spent $600 Million on a Sport Everyone Else Was Abandoning
Formula 1 Brief
Could F1 Ditch the 2026 Hybrids for a Roaring Sustainable V8?
The sustainable V8 turbo rumors heating up right now
Formula 1 Brief
The Art of Buying at Rock Bottom
Lawrence Stroll Will Wait Longer Than You
Formula 1 Brief
F1 Tripled its Overtakes. Its Biggest Stars Want You to Know That's a Problem
Max Verstappen thinks you’re an idiot for enjoying it.
IndyCar Brief
The Standard
Roger Penske has a standard he's applied without exception for 60 years.
Formula 1 Brief
Is F1's Commercial Model Built for China?
Making an impact in China has proved a challenge
IndyCar Brief
"I thought it was an F1 event"
Roger Penske Found a Cheat Code Sitting in Jerry Jones' Parking Lot
Formula 1 Brief
What the Bahrain and Saudi Arabia Cancellations Reveal About F1 Calendar's Weakest Link
The Middle East pays the most to host Formula 1. Now missiles are landing where the paddock sleeps.
Formula 1 Brief
How FinTech is Taking Over Formula 1 Sponsorship
Finance and fintech sponsors on the F1 grid grew 70% in a single season. The money is real, the strategy is deliberate, and the mix tells you where financial services marketing is headed.
IndyCar Brief
From £9.61 to the Indy 500 Podium: The Omologato Story
Watches and racing have shared DNA for a century. Shami Kalra built a brand that proves you don’t need six figures to carry it.
Formula 1 Brief
The Man from Muncie
Pricing out risk as an investment strategy
Formula 1 Brief
A Beginner's Guide to Formula 1: Part 3 — The Culture
The Sport, the Business, the Culture
Formula 1 Brief
A Beginner's Guide to Formula 1: Part 2 — The Business
The Sport, the Business, the Culture
Formula 1 Brief
A Beginner's Guide to Formula 1 Ahead of the 2026 Season
The Sport, the Business, the Culture
Formula 1 Brief
Why is McLaren Betting on Golf?
F1 and golf share the same customer. McLaren wants to sell to them twice.
Formula 1 Brief
The Value of a Well-Timed Exit
Nico Rosberg and the Luxury of Control
IndyCar Brief
IndyCar Just Gave Honda and Chevrolet Something No Series Has Ever Offered
And that single move may have solved motorsport’s most persistent business problem
IndyCar Brief
The Andretti Name is Back in Formula 1
The most interesting things I've stumbled across this week
Formula 1 Brief
Apple's New F1 OS
What a $150M-a-year platform bet actually looks like.
Formula 1 Brief
The numbers behind F1’s biggest financial year
$3.87B in revenue, 6.75M fans, and a stacked 2026
Formula 1 Brief
The Town Square That Racing Never Replaced
FOX brings back SPEED
Formula 1 Quick Hit
Etihad becomes Official Partner of McLaren F1 and McLaren United Autosports WEC Hypercar
Three developments in the last week have reshaped the Formula 2 silly season. Here is what moved and why it matters for the F1 pipeline.
Formula 1 Brief
What's Past is Prologue
Lewis Hamilton wants to be unavoidable
Formula 1 Quick Hit
The Power Struggle Red Bull Won't Talk About
The internal tension between Red Bull's chassis and powertrain divisions is shaping their 2026 campaign more than any regulation change.
Formula 1 Brief
Apple Bringing F1 Races to IMAX
Apple is building F1’s first three-tier distribution architecture
Formula 1 Brief
The Case for Creative Directors in Motorsport
Why creative leadership is no longer optional in motorsport, especially for F1.
IndyCar Deep Dive
IndyCar's TV Deal Is Better Than You Think
The numbers everyone is citing miss the structural advantages baked into IndyCar's new media agreement. Here is what the deal actually does.
Formula 1 Brief
They Spent $3 Billion and Never Won. Now They're Back
Is Toyota Buying an F1 Team Without Buying an F1 Team?
Formula 1 Quick Hit
McLaren's Quiet Engineering Revolution
The turnaround at Woking is not about one hire or one concept. It is about a systematic rebuild of engineering culture that took three years to show results.
Formula 1 Brief
The Fernando Alonso Ecosystem
He's preparing racing for life after him
Formula 1 Brief
Aston Martin Isn’t Sleeping on Silicon Valley. It’s Sleeping With It.
Eight Sleep x Aston Martin partnership signals something bigger
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