Formula 1 Reportedly Pressuring Creators to Rebrand

Formula 1 appears to be cracking down on online creators who use its branding for monetised content, with reports suggesting that the motorsport organisation has been sending cease and desist letters to certain individuals. This move has led to a number of F1-themed creators changing their online identities, though they have been less than forthcoming about the reasons behind the shifts.

One notable example is the fan podcast formerly known as F1r the Girls, which has rebranded as Paddock Project. The creators indicated that the name change reflects their evolving focus but did not mention any legal pressure from F1.

Similarly, F1 influencer Mikaela Kostaras, who recently changed her handle from “shelovesf1” to “shelovesvrooms,” hinted at receiving a cease and desist order in a video where she discussed the constraints imposed on her. She suggested that the rebranding trend among creators is not just a casual shift but a response to legal demands.

Toni Cowan-Brown, an F1 commentator, mentioned that she has been hearing about these cease and desist letters for at least six months. She pointed out that F1 is targeting those who use its branding to generate income and those who falsely imply an association with the organisation.

In contrast to F1’s aggressive stance, the NBA generally takes a more lenient approach towards content creators, with Commissioner Adam Silver previously stating that highlights often serve as marketing tools.

Formula 1’s strict measures are not entirely new; the organisation has a history of protecting its branding aggressively. For instance, it previously sent a barrage of legal notices to star driver Lewis Hamilton, demanding he cease posting F1 clips on social media. However, following the acquisition of F1 by Liberty Media, these guidelines were relaxed somewhat, allowing drivers and teams to share more content from the paddock.

Formula 1 has yet to comment on the recent reports.