The Astonishing Transformation: How F1 and Drive to Survive Revolutionize the Way We Experience Sports

The narrative of the underdog, the triumph over adversity, the magical moments, the age-old rivalries, the unwavering regional allegiances - sports possess an allure that extends beyond the actual game. The desire for such stories has transcended the realm of sports and permeated various forms of entertainment, offering audiences an abundant feast of docuseries, TikTok videos, TV specials, and more. Now, an entire genre of entertainment dedicated to sports has emerged, delving into the captivating tales that captivate our attention. Examples include ESPN's "The Last Dance" and Netflix's "Formula 1: Drive to Survive."

The draw of the content is reminiscent of reality television, as it captivates and compels viewers, offering a vast array of characters to cheer for or despise.

A well-liked post on X, the platform formerly referred to as Twitter, expresses a desire for football matches to incorporate player confessionals, akin to those seen on reality TV shows. The suggestion is that this addition would greatly enhance the level of intrigue and engagement.

Sports entertainment isnt just live sports anymore

The growing popularity of sports-adjacent content can be attributed to the Covid-19 pandemic, which temporarily halted live sports events. Instead, we were introduced to sports docuseries such as ESPN's "The Last Dance," a captivating portrayal of Michael Jordan and the iconic Chicago Bulls season. These shows gained tremendous popularity, with "The Last Dance" breaking records as ESPN's most-watched documentary of all time.

However, it is important to note that this genre did not originate solely from the Covid-19 situation. Its origins can be traced back to the NFL Film-produced series "Hard Knocks," which made its debut on HBO in 2001. (HBO and CNN are part of the Warner Bros. Discovery parent company.)

"Hard Knocks" is a reality TV docuseries that follows an NFL team as it prepares for the upcoming season. The show introduces various characters including a talented rookie, a star quarterback, and a struggling lineman, allowing viewers to become invested in their stories. NFL Films, established in the 1960s by the NFL, was initially created to provide content for non-game days. This content evolved from weekly highlight reels to comprehensive documentaries and profiles, helping to increase the NFL's popularity and keep fans engaged outside of live events.

"(NFL Films) not only humanized the game but also promoted it extensively throughout the week," stated Vogan.

"Hard Knocks" was introduced later, solidifying the show and NFL Films as an internal public relations team. This approach successfully attracted viewers to the league and transformed them into devoted fans.

A scene from this season's "Hard Knocks: Training Camp with the New York Jets," featuring Aaron Rodgers, right.

HBO

The main purpose of "Hard Knocks," Vogan says, isnt to tell heartwarming stories about a team. Its to "glorify pro football." Other sports entertainment is built around the same objective.

"Theyre trying to sell us stuff," he said. "Thats the point. Theyre promoting these organizations through human drama."

Leagues use entertainment and stories to create more fans, and thus make more money

Formula 1, an international racing competition with single-seater cars, employs a similar approach to expand its viewership.

The docuseries "Drive to Survive" on Netflix captures the F1 season with a focus on creating drama. F1 is inherently thrilling and perilous, but "Drive to Survive" elevates it to the level of a television soap opera. It emphasizes the significance of events occurring outside the racing circuit. Long-standing conflicts between teams take center stage, while tensions between drivers and managers are revealed. The aim is to deliver a highly dramatic experience, and that is entirely intentional.

F1 enjoys immense popularity in Europe and countries like China and Brazil, where its drivers have achieved superstar status. Lewis Hamilton, for instance, boasts an Instagram following that is more than twice as large as Tom Brady's. Similarly, Sergio Perez's face can be seen prominently displayed across his home country of Mexico.

However, the same cannot be said for the US, where the sport has encountered significant challenges. Despite F1's efforts to penetrate the American market, it has largely struggled to gain traction, according to James Gay-Rees, co-founder and executive producer at Box To Box Films, the production company behind "Drive to Survive."

"Drive to Survive" has become a popular Netflix hit, airing its fifth season earlier this year. This show has significantly benefited F1, as demonstrated by the remarkable increase in attendance numbers at the US Grand Prix. While only 263,000 people attended the event in 2018, the number skyrocketed to an unprecedented 440,000 in 2022. Numerous individuals credit this surge to the popularity of "Drive to Survive."

Netflix has welcomed several docuseries, including "Drive to Survive," "Break Point," "Full Swing," and "Tour de France: Unchained," all of which are produced by Box to Box Films. According to Gay-Rees, these series serve as a means to an end, aiming to expand the reach of these brands in the United States and bring attention to stories that American audiences may not be familiar with.

Haas F1 Team's Mick Schumacher races during the first practice session for the Formula One United States Grand Prix in Austin, Texas.

The strategy works like an escalator, according to Cody Havard, a sport commerce professor at the University of Memphis. Initially, people start by watching an engaging show related to the sport, gradually progressing towards eventually consuming the product - in this case, actually watching the live sport.

In addition to Formula 1, other sports such as golf, tennis, and cycling have experienced a decline in popularity in the US, according to Vogan. These sports no longer have the prominent figures of the past, like Tiger Woods, the Williams sisters, or Lance Armstrong.

Vogan mentioned that while dedicated fans will continue to follow the sport regardless, casual fans require someone or something to capture their attention and spark their interest. This could be a polarizing player or someone they have been getting acquainted with through social media or television.

By providing younger, contemporary stars with fresh platforms such as a widely acclaimed streaming docuseries, leagues can captivate and engage audiences, generating interest in these players. Subsequently, these audiences will hopefully tune in to watch them compete.

However, Vogan pointed out that production companies and studios collaborating with sports leagues to portray these narratives implies that the stories they portray may be somewhat biased.

Even outside of media, drama sells

Unlike investigative journalism, hit shows such as "Drive to Survive" or "Break Point" focus on storytelling rather than uncovering facts. These shows aim to publicize the leagues and teams involved, giving viewers a glimpse into the world of their featured sport.

A prime example of this is NFL player Travis Kelce, who has experienced a remarkable ascent in his career. Widely regarded as one of the greatest tight ends in history, Kelce has achieved two Super Bowl victories with the Kansas City Chiefs. However, it is not solely his prowess on the field that has made him a well-known figure. It is his captivating personal narrative that has endeared him to countless fans.

Travis Kelce became a household name in the sports world after competing against his brother Jason Kelce in the previous season's Super Bowl, where the Kansas City Chiefs and the Philadelphia Eagles faced off. Referred to as the "Kelce Bowl," this sibling rivalry captivated fans who were eager to witness their showdown. The brothers even made a joint appearance on "Saturday Night Live," with Travis as the host. However, Kelce's fame skyrocketed to another level when he began dating pop music sensation Taylor Swift this year, propelling him from being well-known as an NFL player to achieving A-list celebrity status. This transformation was evident in the Google search data, indicating a substantial increase in searches following the Super Bowl and later in response to rumors involving Swift.

The NFL, however, is the one profiting from this situation. Following Swift's appearance at a Chiefs game, the sale of Kelce jerseys increased by nearly 400%. In addition, ticket prices for Chiefs games have risen as Swifties flock to the stadiums in the hopes of catching a glimpse of their idol. Furthermore, the recent matchup against the New York Jets garnered the highest Sunday game viewership since the Super Bowl, all thanks to the presence of Swift.

Taylor Swift enthusiastically cheers on the Chicago Bears as they face off against the Kansas City Chiefs. Her avid support for the Chiefs has sparked a surge of interest in the sport, shining a spotlight on Travis Kelce in particular.

Photo by David Eulitt/Getty Images

The creators of sports entertainment are closely observing everything that is happening.

"These examples and the shows' triumphs are indicating to content producers, 'Hey, let's create more similar things. Let's push the boundaries as much as possible,' " Havard said. "And both leagues and teams are enthusiastically getting involved."

The impact of a captivating narrative, including its characters and conflicts, often influences the fluctuating popularity of a sport. Boxing serves as a prime illustration in this case. Previously, boxing reigned as the most popular sport in the US. However, it currently resides on the outskirts of mainstream attention, according to Vogan. The absence of prominent figures like Muhammad Ali or Mike Tyson, who once dominated the sport, further contributes to its diminished standing. Additionally, Vogan confesses his inability to identify the current top five heavyweight boxers.

Jake Paul, a YouTuber and social media influencer without any prior boxing experience, is currently the most popular fighter. Despite lacking formal training, he has quickly risen to become one of the highest-paid athletes in the sport.

The strategy also proves effective in the opposite direction. A study revealed that golfing celebrities showcased in Netflix's "Full Swing" witnessed an increase in their social media following after the show's debut. Notable figures like Rory McIlroy also benefited from this boost.

Now, sports isnt just a competition. Its an ecosystem

If increasing the drama translates into higher profits, it becomes logical to prioritize captivating narratives as a means to sell sports. This is precisely the approach adopted by actors Rob McElhenney and Ryan Reynolds through their reality show titled "Welcome to Wrexham." In this show, the two individuals acquire Wrexham AFC, a modest soccer team from Wales competing in a lower division, and endeavor to enhance the club's success, ultimately propelling it to higher tiers.

This is a true underdog story, perfectly suited for an American audience. And it was a success. During the summer, the team played four matches in the United States to prepare for the upcoming season - a journey that is rarely taken by non-top tier teams. Thanks to the exposure, the audience developed a fondness for the team, resulting in increased ticket sales.

"In the US, this team was likely unknown to many," commented Havard. "It makes me wonder how many others will attempt a similar approach."

The boundaries that used to clearly separate sports from storytelling and even reality from fiction are quickly becoming blurred. According to Havard, there may be increased blending between scripted and reality television shows, such as HBO's "Winning Time," which presents the fictionalized journey of the Los Angeles Lakers.

Ryan Reynolds and Rob McElhenney in "Welcome to Wrexham."

Patrick McElhenney/FX

Apple TV+'s "Ted Lasso" effortlessly blurs the boundaries between reality and fiction. Despite AFC Richmond not being an actual team, the show cleverly presents them playing against renowned clubs such as Manchester City and West Ham United. The overwhelming success of the first two seasons prompted the English Premier League to enter into a lucrative licensing agreement with the show, valued at around half a million dollars. This agreement allowed the show to feature the league's branding, logos, and archival footage. While determining whether "Ted Lasso" directly influenced American interest in the EPL or soccer as a whole is challenging, the EPL's decision to collaborate with the show speaks volumes. (Interestingly, the show originated as a commercial for the league.)

Havard questioned how many individuals would include AFC Richmond when asked to name five EPL teams, noting that it is a fictional team. However, it seems that distinguishing between fiction and reality may be challenging. Hannah Waddingham, who portrays the owner of AFC Richmond in "Ted Lasso," is now appearing in an advertisement for the NFL on Fox. Although her character from the show is not explicitly mentioned, there are subtle references suggesting her character - she appears professional, sitting upright with a warm beverage, presumably tea. Could this be a mere coincidence?

Fiction and reality are becoming intertwined as sports stars, such as former NFL player Marshawn Lynch, appear in esteemed television shows. Simultaneously, fictional team owners extol the virtues of professional football.

Sports have evolved beyond the confines of the game itself, transforming into a sales-driven ecosystem. Our beloved binge-watching experiences promote live sports, which in turn cultivate our favorite athletes. Consequently, these athletes make appearances in our preferred television shows, creating a continuous cycle.

If stories sell, then theres money to be made.