For some time now, Formula 1 has had a strong connection to the media andwhat can be communicated through it. The interaction between sport andmedia had made it possible to follow the sport - anywhere, anytime. Withsponsorship and brands being a part of the sport, Formula 1 has become thearena for brands. While the audience have a feeling of adrenaline, rivalry,community, togetherness and the love of the sport, messages such as power,speed and luxury can be communicated to the audience. This kind of feelingis part of the sport’s identity and culture.The purpose of the study is to highlight the importance of brand communicationwithin the sport for Formula 1 enthusiasts along with examining the cultureof which the audience is a part. By observing how the visual attention,the eye movement, is with the Formula 1 audience when consuming thesport, we can see where the focus of the eye is placed and then what importancethe brands have for the sports culture according to the Formula 1 fans.Based on the results we can conclude that the visual attention was not focusedon the brands, more on the actual race. Formula 1-fans expressed theaspect of branding as not important for them personally but big importancefor the culture. The brands are a part of the sport and it is needed for thegrowth of the sport. To be part of the togetherness and share a communitywith several people creates a closed circle to belong to something big. Formula1 can be seen as an arena for the brands, but for the people in the Formula1-culture the sport is something so much bigger.Keywords