Carlos Sainz Says Granting Netflix Access Was Worth It
Carlos Sainz told reporters on 7 July 2026 that allowing Netflix full access to the Ferrari garage for the latest season of *Drive to Survive* was a decision that “paid off in ways we didn’t expect.” The Spanish driver explained how the series has turned casual viewers into dedicated followers, expanding the sport’s global audience while giving Ferrari a powerful marketing platform.
Sainz explained that the collaboration started as a trial, but the team quickly saw spikes in social‑media engagement and merchandise sales after each episode aired. “We saw a clear lift in fan interaction the week the episode dropped,” he noted, adding that the behind‑the‑scenes footage humanised the drivers and engineers, making the sport more relatable.
Ferrari’s marketing chief, Margherita Della Valle, confirmed that the series generated a 12 % increase in website traffic and a 9 % rise in global viewership during the broadcast window. The data, she said, shows that the partnership is now a core part of the team’s branding strategy, feeding directly into ticket sales for the upcoming 2026 season.
The driver highlighted that the personal stories shown on *Drive to Survive* help fans connect with his journey from junior categories to the top tier. “When people see the work we put in day‑in, day‑out, they understand the pressure and the passion,” he said, noting that the narrative boost has translated into a surge of fan‑driven content on platforms like TikTok and Instagram.
Netflix has already confirmed a seventh season, promising deeper dives into the technical side of F1. Sainz hinted that future episodes may feature more data‑driven analysis, giving viewers a glimpse of tyre strategy and aerodynamics. “If they can show the science behind the speed, it’ll bring a whole new audience into the garage,” he added.
Rival teams are watching closely. Mercedes’ team principal, Toto Wolff, remarked that the success of Ferrari’s media push forces everyone to consider similar collaborations. “It’s a new frontier for fan engagement,” Wolff said, suggesting that a broader media partnership could become a league‑wide norm.
The interview underscored a shift in how Formula 1 markets itself: beyond the roar of engines, storytelling now drives growth. Sainz’s candid endorsement of the Netflix deal signals that drivers themselves see the value in opening the paddock’s doors to the world.
With viewership numbers climbing and younger fans tuning in, the sport appears set to ride the wave of digital content. Sainz concluded that the partnership is “more than a camera crew; it’s a bridge between the sport and a new generation of fans.” The bridge, he believes, will keep Formula 1 at the forefront of global motorsport for years to come.