Much like golf, where 2015 saw the successful rise of some great new talent, F1 interest has benefited from some young guns performing well, in the form of drivers Max Verstappen, Carlos Sainz Jr., Felipe Nasr and Alexander Rossi.
Repucom has recently released some data around this using their Celebrity DBI tool (which measures a person’s marketability). In Verstappen’s native Holland, for example, public perception has seen the teenager become one of the most marketable sports stars in less than 12 months. In February this year, 68% of the Dutch population knew who he was. Today awareness sits at 83%, putting him on the same level as established footballer, Robin Van Persie. Click here for more details.