No one does sponsorship activation quite like Formula 1. We've shared our key takeaways after attending the Las Vegas Grand Prix.
The Setup
I had the pleasure of experiencing my first Formula 1 race in Las Vegas. As a lifelong sports fan, F1 was new to me—just as it is for many in the U.S. thanks to the Netflix hit Drive to Survive. But beyond the glitz and glamour of Vegas, I found myself surveying the behind-the-scenes operations and marketing strategies that most attendees might overlook. I'm weird like that.
What struck me was how Formula 1 takes event experiences to the next level. From immersive sponsorship activations like driving simulators to perfectly curated elevated experiences, it’s a masterclass in event design. Here are three lessons I took away that any event marketer can apply to their own events.
Why it Matters
1. Buzz Beyond the Main Event
Fans don’t just come for the race—they come for the full experience.
At the Vegas F1 event, there were fan zones, interactive activities, and immersive setups that extended well beyond the race itself. For event marketers, the takeaway is clear: craft experiences around your main attraction. Whether it’s pre-show workshops, pop-up activations, or themed exhibits, these extras leave a lasting impression.
An unforgettable event doesn’t rely solely on the main act—it creates moments attendees talk about long after the day ends.
2. Sponsorship as a Spectacle
Sponsorships shouldn’t just be logos—they should elevate the event.
F1’s sponsorship activations were everywhere, but they felt natural and exciting. American Express offered perks for cardholders, and driving simulators let fans step into the driver’s seat. These activations weren’t just ads—they were experiences. For your events, consider partnerships that provide value to attendees: interactive zones, live demos, or behind-the-scenes access.
The right sponsorships enhance the event, making them feel like part of the show, not an interruption.
3. The Power of Elevated Experiences
There will always be an audience for something special—and they’ll pay for it.
In Vegas, F1 embraced its reputation for luxury with elevated food and drink, VIP spaces, and premium service. This wasn’t just a “nice-to-have”; it was a revenue-driving strategy. Whether it’s a luxury lounge, craft cocktails, or premium seating, consider how you can create an elevated tier of experience for your attendees. It’s not just about glitz—it’s about differentiation, exclusivity, and higher value for both your audience and your bottom line.
The Takeaway
Whether you’re running a local festival or a large-scale event, think like Formula 1. You don't need to be Formula 1 to build excitement beyond the main attraction. Partner with sponsors to amplify the experience and cater to the niche of attendees who crave elevated experiences. It’s the formula for unforgettable events—and one that keeps attendees coming back year after year.