Sky Sports and The Fast and the Curious have announced a new long-term partnership designed to bring Formula 1 to even more young and female fans.
Sky Sports is teaming up with popular Formula 1 podcast The Fast and the Curious in a new strategic partnership aimed at reaching under-35s and female audiences while creating fresh commercial and content opportunities.
Announced on Tuesday 18 August, the partnership will see the two brands work together across social media and digital platforms, with The Fast and the Curious content set to feature within Sky’s wider digital ecosystem.
The collaboration arrives as Formula 1 continues to attract a rapidly expanding audience, with Sky Sports looking to build on its position as the UK’s leading broadcaster of the sport.
What Does the Sky Sports and The Fast and the Curious Partnership Include?
As part of the new deal, Sky Sports and The Fast and the Curious will collaborate on social content and cross-promotional activity.
The podcast will also feature a Sky Sports host-read advertisement in every episode, while the partnership opens the door to further content and talent collaborations between the two brands.
Sky Media will additionally represent advertising sales for The Fast and the Curious, bringing the podcast further into Sky’s commercial ecosystem.
According to Sky Sports, the partnership forms part of its broader strategy to strengthen its digital content offering and connect with the increasingly diverse and engaged Formula 1 fanbase.
The Fast and the Curious Is Bringing a Fresh Perspective to F1
Since launching in 2023, The Fast and the Curious has established itself as one of the more accessible and entertaining Formula 1 podcasts.
Hosted by Betty Glover, Christian Hewgill and Greg James, the show combines F1 insight and interviews with humour, behind-the-scenes stories and plenty of curiosity.
A key feature of the podcast has been its regular appearances from F1 drivers, with the hosts often uncovering a side of the sport’s biggest personalities that fans don’t always get to see.
From discovering that Kimi Antonelli was still at school to the podcast’s tongue-in-cheek encounter with Ollie Bearman, the show has built its identity around making Formula 1 feel less intimidating and more welcoming.
It has also tackled more serious subjects, including a conversation with Lewis Hamilton about his desire to ensure LGBTQ+ people feel welcome within the sport.
For existing listeners, however, Sky Sports says the partnership won’t change what makes the podcast special.
Betty, Christian and Greg will continue to host the show with the same chemistry and approach that has helped it build its community.
Sky Sports Wants to Grow The F1 Fanbase
Billy McGinty, Sky Sports Director of F1, said the partnership represents an opportunity to reach new audiences while continuing to innovate around its Formula 1 coverage.
“We are always looking to innovate so this partnership offers something genuinely new and exciting for Sky Sports. Alongside unlocking commercial benefits, Greg, Betty and Christian have a brilliant ability to relate to the everyday fan, so it presents a great opportunity on both sides to reach new audiences and grow fandom together.”
Greg James, ‘Team Principal’ of The Fast and the Curious, described the collaboration as a “very large mid-season upgrade”.
He added that the podcast was created to be knowledgeable without being intimidating and entertaining without taking itself too seriously, particularly for people discovering Formula 1 for the first time.
The partnership with Sky Sports, he said, will allow the team to build on what it has created while remaining true to the show’s identity.
Sky Sports’ Formula 1 Audience Continues to Grow
Sky Sports has been the home of Formula 1 in the UK and Ireland since 2012, and earlier this year announced a new five-year rights agreement that will keep the broadcaster as the exclusive home of the sport in the region until 2034.
According to Sky, total F1 viewing has increased by 90% since 2012, while viewing among under-35s has risen by 120% and female viewership has more than doubled.
Across the 2023-2025 seasons, viewing increased by a further 14%, with the 2025 campaign generating a record 162 million viewer hours.
The partnership with The Fast and the Curious therefore comes at a time when Formula 1 is continuing to broaden its appeal beyond its traditional audience.
Bringing Fans Closer to Formula 1
The ultimate aim of the collaboration is to combine The Fast and the Curious’ approachable editorial style with Sky Sports’ extensive F1 coverage and access.
That could mean more opportunities to hear directly from the drivers and personalities behind the sport, alongside new digital content designed to help fans feel closer to the action.
With the 2026 Formula 1 season returning from its summer break this week, the partnership also arrives at a key point in the calendar, ahead of the Dutch Grand Prix. Sky Sports has confirmed that the podcast partnership will form part of its wider F1 offering as the season resumes.
For fans looking for more Formula 1 beyond race weekends, the collaboration promises to bring together two very different strengths: Sky Sports’ world-class broadcasting operation and The Fast and the Curious’ ability to make the sport feel accessible, entertaining and inclusive.
