Sky Sports and The Fast and the Curious strike partnership to reach new F1 audiences
August 18, 2026 10.54 Europe/London By Robert Briel

Sky Sports and The Fast and the Curious have announced a new long‑term strategic partnership aimed at expanding Formula 1’s reach among under‑35s and female fans, while unlocking fresh commercial opportunities across digital platforms.

Under the deal, the two brands will collaborate on cross‑promotion, including joint social content and the integration of Fast & Curious material across Sky’s digital ecosystem. Each episode of the podcast will feature a Sky Sports host‑read ad, with further opportunities for talent crossovers and shared storytelling. Sky Media will also represent advertising sales for the podcast.

The partnership forms part of Sky’s wider strategy to strengthen its digital presence around Formula 1, using the podcast’s distinctive tone to connect with the sport’s fastest‑growing fan segments. Since launching in 2023, The Fast and the Curious has built a loyal community by making F1 accessible, humorous and inclusive — often featuring drivers as co‑hosts and revealing unexpected sides of life on the grid.

Listeners can expect the show’s trademark chemistry to remain unchanged. Hosts Betty Glover, Christian Hewgill and Greg James will continue to bring their mix of insight, curiosity and playful chaos to every episode, whether they’re joking with Ollie Bearman about nearly committing credit‑card fraud or discussing LGBTQ+ inclusion with Lewis Hamilton.

Billy McGinty, Sky Sports Director of F1, said the partnership offers “something genuinely new and exciting” for the broadcaster. “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, the podcast’s self‑styled “Team Principal,” called the deal a “very large mid‑season upgrade.” “Partnering with Sky Sports gives us the opportunity to build on everything we’ve created so far while staying true to what makes the podcast special,” he said.

Sky Sports has been the home of Formula 1 since 2012 and earlier this year secured exclusive UK and Ireland rights until 2034. Viewing has risen 90% since Sky took over the rights, with under‑35 audiences up 120% and female viewership more than doubling. The 2025 season delivered a record 162 million viewer hours.

By combining Sky’s world‑class F1 coverage with The Fast and the Curious’ editorial voice, the partnership aims to help more people discover the sport, connect fans with its personalities and bring audiences closer to the action than ever before.