Formula 1 Partners with DK Books to Target Young Fans

Formula 1 has announced a new partnership with leading publisher DK Books to launch a global collection of family-friendly books.

The wide-ranging series will cover gift, activity, and educational books, with titles focused on F1’s rich history, iconic drivers, and expanding cultural influence.

F1 reports a global fanbase of 830 million people, with 42 percent female and 43 percent under the age of 35. That audience profile provides important context for the championship’s push into more accessible non-racing content aimed at newer and younger fans.

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The new collection will begin launching later this year with The Official F1 Quiz Book. Further titles will include The Official F1 Activity Book and The Official F1 Colouring Book, designed to appeal to both the younger audience F1 has attracted in recent years and its traditional fanbase.

“As Formula 1’s global fanbase continues to grow and diversify, storytelling plays an increasingly important role in how fans connect with our sport,” said F1 chief commercial officer Emily Prazer.

“Our partnership with DK allows us to reach new audiences around the world by delivering high-quality, accessible books, while creating a new and creative avenue to deepen engagement with fans of all ages,” she added.

DK Books managing director Mark Searle said the timing felt “perfect” for the partnership, describing F1 as one of the world’s biggest sports brands and one that is growing rapidly. The range forms part of F1’s broader effort to extend fan engagement beyond grand prix weekends.