New nationwide study of 3,000 Brits reveals London claims the single highest density of pure, obsessed motorsport “Superfans” in the country.
Sleep is optional in the capital as 31% of London fans wake up before dawn or stay up past midnight to watch live international races.
Capital city enthusiasts are heavy financial investors, averaging £227.51 on the most they’ve spent on individual race tickets and an average of £68.73 on off-track merchandise and media.
The multi-city tour of the Audi Revolut F1® Team R26 show car launches today in Canary Wharf to bring the raw joy of the sport directly to London’s most passionate racing community.
Revolut, the UK licensed bank, has officially crowned London the ultimate hotspot for the UK’s most obsessive motorsport fans. Released to mark the launch of Revolut’s nationwide Silverstone Car Tour, the findings of a nationwide study of 3,000 Brits paint a picture of a city deeply invested in motorsport.
Nearly 1 in 10 Londoners are self proclaimed ‘Superfans’ and watch every single moment of a racing weekend – refusing to miss a single second of Friday practice, Saturday qualifying, or Sunday’s main event. When you broaden this out to include ‘Dedicated Viewers’ who make sure they tune in for every single Sunday race, the data shows that over 22% of Londoners are highly committed race-day fans, securing London’s crown as the ultimate regional titleholder of dedication to the sport.
But the true measure of London’s motorsport obsession is found on the clock. The study reveals that capital city fans are overwhelmingly willing to sacrifice sleep for the sport. Nearly a third (31%) of Londoners are early birds and night owls, tracking significantly higher than the 26% national average baseline. Specifically, 21% routinely waking up before 6:00 AM and 17% are staying up past midnight to watch global live broadcasts.
To reward this local dedication, Revolut is kicking off its nationwide vehicle tour right where the passion burns brightest. Today, the brand will transform Canary Wharf into a local racing hub, delivering the highly anticipated Audi Revolut F1® Team R26 show car straight to the doorsteps of London’s most dedicated fan community.
While Londoners’ dedication is undeniable, keeping up with elite motorsport requires a significant financial commitment. Fans in the capital city are among the highest individual investors in live event tickets nationwide, shelling out a maximum average of £227.51 per ticket – well above the national average of £211.68.
Yet, finances remain a major deterrent for UK fans of the sport. Between 29% and 48% of respondents nationwide cited expensive ticket prices, high travel/accommodation costs or both as the main reason they haven’t attended a live Grand Prix in the last three years. For Londoners, physical geography is also a point of friction, with an additional 14% citing the pain of travelling to a race.
By launching the tour today in London’s premier business and financial district, Revolut is creating an interactive experience designed to celebrate the community that keeps the spirit of motorsport alive and brings racing culture to the fans. Revolut customers and those who sign up on the day can play for a chance to win exclusive merchandise and the ultimate Silverstone experience.
Emily Lewis, Head of Growth for UK, Ireland and Nordics said: “It’s clear that London is absolutely buzzing with motorsport energy, packed with dedicated superfans who are waking up at 5:30AM to watch global sessions before starting their day. As the country’s newest bank, Revolut is on a mission to break down barriers and accelerate the financial lives of our customers. With this tour, we’re bringing that same philosophy to motorsport – giving fans the chance to see the Audi Revolut F1® Team R26 up close, completely free, with exclusive perks for Revolut customers.”
Revolut became title partner to Audi Revolut F1® Team for its debut on motorsport’s biggest stage in the 2026 season. The partnership is already off to a flying start, with an exclusive 20x RevPoints booster on merchandise bought from the official Audi Revolut F1® store for Revolut customers, while the official card design of the Audi Revolut F1® team is coated in the same titanium as the R26. The car tour takes place ahead of the team’s first race at Silverstone, a home race for Revolut, which officially became a UK bank in March 2026.
