Spark Foundry Australia’s Hot Takes is an editorial series exploring the cultural shifts shaping consumer behaviour through conversations between strategists and industry voices. Eleanor explains how Paddock 43 keeps Australian fans engaged year-round. The Global F1 Fan Survey reports women now account for three in four new fans, with nearly half of Gen Z respondents identifying as female. The new frontier for brands leaning into fandomThese shifting behaviours demand a re-think of how brands connect with fans. Revlon recognised that fans spending a summer’s day at the Australian Open (AO) may need a touch up.