Several prominent Formula 1 (F1) content creators are abruptly changing their online identities, sparking speculation about the racing organization’s role in these rebranding efforts. 

The Paddock Project, formerly known as “F1r the Girls,” recently announced a name change without citing specific reasons. 

Similarly, F1 influencer Mikaela Kostaras rebranded from “shelovesf1” to “shelovesvrooms,” hinting at external pressure in a recent video.

She asked the viewers to “imagine” being told they couldn’t give away tickets they bought. Replying to a comment on the video, she said, “There’s a reason everyone is rebranding right now, and it’s not just for funsies.”

The Verge reports rumors that F1 may be issuing cease-and-desist orders to creators who use its branding in monetized accounts.

F1 commentator Toni Cowan-Brown reports hearing about these cease and desist letters for approximately six months. 

According to Cowan-Brown, F1 appears to target creators who use F1 branding in their content and imply an official association with the organization.

This approach contrasts with other sports leagues like the NBA, which generally allows fans to post game highlights online. 

NBA Commissioner Adam Silver has previously stated that such content often serves as marketing for the league.

F1’s strict stance on branding protection is not unprecedented. 

In the past, the organization reportedly sent legal notices to star driver Lewis Hamilton, demanding he stop sharing F1 clips on social media. However, after Liberty Media’s acquisition of F1, some social media guidelines for drivers and teams were eased.

Formula 1 has not responded to The Verge’s requests for comment on these reported actions against content creators at the time of writing this report.