How FanAmp is creating a community media platform for Formula 1 racing
Formula 1 fans don’t just want the race results; they want the story, the strategy, and a seat in the conversation. That’s the gap FanAmp is closing. Born from the realization that sports fandom is fragmented across the internet, Greg Kallman, Founder and CEO of FanAmp explains that the company grew from “seeing a lot of fragmentation and the lack of a centralized hub or home.” The opportunity is simple: one place to get the story, learn the strategy, and engage with people you trust.
FanAmp aims to be a modern home for fans of motorsports like Formula 1 and IndyCar: personality-led shows, structured community touchpoints, and practical information that helps fans follow along and feel included.
At its core, FanAmp is a personality-driven media company. Instead of solely retelling “what happened?” it leans into “who and how.” Fans come back not just for results, but for the decisions behind them, the people telling the stories, and the chance to participate. The result is a shift from passive viewing to active engagement, whether that's before, during, or after every race weekend.
From passive to participatory
FanAmp’s F1 Fantasy show, The Fantasy Formula, is a clear example of this philosophy in action, led by three on-air personalities whose perspectives are the draw. The cadence is intentional:
- Before the race: a long-form weekend preview on YouTube, paired with articles. Viewers comment, ask questions, and engage directly with the hosts as they plan their lineups.
- Right up to lock: a live session where hundreds of fans share lineups, get feedback, and see their picks woven into the show. Segments are designed for interaction, not added as an afterthought.
- After the race: a debrief and reset for the next weekend, closing the loop and giving fans a reason to return.
This structured rhythm turns a one-off view into weekly habits. Live shows regularly draw several hundred participants, and familiar names return for personalized critiques, polls, and shoutouts. “We intentionally have segments and pieces dedicated to that… we’ve built that into the content plan,” says Kallman. Viewers feel it too: “You’re actively part of the conversation and you feel like you’re connected, not just with the people on the show, but the other people in that audience.” As Greg puts it, that’s what moves people from leaning back to leaning in.
Distribution meets fans where they already are to aid discovery, with written articles on FanAmp’s website and clips that travel across social media. Most content is video-first and narrative by design, focusing on storylines that solve pain points (“Who should I put on my fantasy team?”) or, in the case of FanAmp’s Insider interviews, showcase the human stories of struggle and perseverance that traditional broadcasts skip. The surrounding participatory platforms, especially YouTube, make engaging on content like Formula 1 fantasy leagues fun and rewarding.
Personalization is the next lap
Personalization is already part of the fantasy experience, and it’s starting to influence how fans expect to watch. With the right data and feeds, it’s easy to imagine broadcasts that spotlight your fantasy drivers, surface key moments that matter to you, or deliver timely nudges as strategy shifts. Even simple touches like a season recap tailored to your habits create moments you can’t Google and deepen a sense of connection.
The big idea: one race, many experiences. Two fans watching the same event could see different angles, commentary, or highlights based on their drivers, teams, or even the track they love most. That complements league-wide coverage while making the experience feel personal.
Beyond ads: monetize the full journey
When community comes first, monetization becomes broader and more authentic than just flashing up ads. FanAmp treats content as something that serves a fan’s full journey, not just the beginning or the end. A viewer who discovers the channel through fantasy advice or an interview with F1 Academy Champion Doriane Pin might later browse a travel guide, plan a trip to their first Grand Prix, or buy tickets and merch. When the team travels, they document the experience so fans know where to go, how to plan, and what to expect. FanAmp has also hosted meetups at major races like the Las Vegas Grand Prix, bridging online relationships into real life. Each step helps the fan and opens a new revenue stream.
Partnerships also work better when they’re integrated into the story instead of layered on top. Rather than slapping a logo on a segment, brands can join the conversation in ways that feel native to the community. That builds trust and drives results without breaking immersion.
Why creators win
The creator economy is reshaping sports media. Personalities with a camera, a point of view, and a community can now compete with legacy broadcasters, and often with more impact. Fans don’t want the league’s take on the league; they want human stories told by people they trust. As Greg points out, "It’s a multi-directional conversation with the customer. We’ve already seen independent creators in other series drive more YouTube traffic than the official channels. That’s a blueprint for motorsports too."
FanAmp leans into this reality. Its hosts are the draw, and the community rallies around them. The model scales because it’s built on multi-directional relationships: hosts talk with fans, not at them. That dynamic is the moat.
What comes next
The future of motorsports media is becoming more personal and more human. Expect tighter creator–brand alignment, lightweight personalization layered over the main broadcast, and formats that reward real-time participation.
Most of all, expect a return to human storytelling. That’s where community earns its keep: giving fans a place to learn, belong, and show up again. With 1.5 million people already playing F1 Fantasy globally and tens of millions streaming live sports, the surface area for engagement has never been bigger, and recurring touchpoints plus in-person moments will compound that loyalty over time.
FanAmp’s bet is simple: build for participation, and everything else gets easier, including monetization. In a world where attention is scarce, the communities that feel most connected will take the checkered flag.
Check out the podcast to hear more from Greg Kallman, CEO and Founder, FanAmp.
