- Formula 1 has evolved into a global powerhouse since Liberty Media took over in 2017.
- Launching in 2025, the Grand Prix Plaza offers an immersive Formula 1 experience.
- With the rise of Netflix’s Drive to Survive F1 has transformed into a cultural phenomenon.
Formula 1 continues to capture the hearts and minds of motorsport enthusiasts around the world with new rivalries and gripping storylines that seem to feature off-track as much as they do on it.
The sport’s unprecedented boom has drawn record numbers of North American viewers, captivated by the spectacle and drama. With the addition of a third U.S. circuit set amidst the neon-lit streets of Las Vegas, Formula 1’s presence in the region has reached new heights.
It’s led global brands like TAG Heuer, Richard Mille and now Adidas desperate to get involved with the sport in recent years, with the sportswear titan officially teaming up with Mercedes’ F1 team in what’s being hailed as one of the most exciting partnerships in motorsport.
Formula 1 is consistently looking at ways to redefine the racing experience, both on and off the track. It’s no longer just about the 20 drivers pushing the limits; it’s about crafting a lifestyle brand that connects fans, families, and thrill-seekers alike.
A Global F1 Experience Like No Other
Formula 1’s reach extends far beyond the race track and the teams competing on it. From London’s Tottenham Hotspur Stadium, where fans immerse themselves in the sport’s high-tech simulators, to Singapore’s Marina Bay, where street racing meets luxury, F1 has masterfully blended motorsport with lifestyle to become an ever-present sport for fans.
Related Stories
After last year’s maiden run, the Las Vegas Grand Prix has already established itself as a contemporary classic for the Formula 1 season, reflecting an evolving brand looking to get a foothold in the American market.
With the debut of the year-round Grand Prix Plaza in Spring 2025, the Las Vegas Grand Prix promises to become a hub of adrenaline-filled excitement for F1 fans to experience for themselves, offering immersive experiences that celebrate the glamour and excitement of the sport, even when the travelling circus isn’t in town.
“The opening of Grand Prix Plaza’s year-round, consumer-facing programming will enable Formula 1 to engage with visitors to the Valley and residents alike in new and exciting ways,” said Renee Wilm, CEO of Las Vegas Grand Prix, Inc. “Our commitment to the Las Vegas community runs deep, and we could not be happier to bring this collection of unique and immersive experiences to the destination.”
Set against the backdrop of the Las Vegas Strip Circuit, the new Grand Prix Plaza boasts a state-of-the-art karting experience that brings fans close to the thrill of street racing. Participants will have the chance to race down a 1,650-foot track on electric karts equipped with cutting-edge DRS technology and immersive LED steering displays, taking to the same streets as Max Verstappen, Lewis Hamilton and Lando Norris this weekend.
An Interactive World of Speed and Strategy
For fans seeking more than speed, the F1® X exhibit offers a deep dive into the world of Formula 1. Designed to educate and inspire, it blends history with hands-on activities, visitors can explore exclusive artifacts, build their dream team, and even design their own F1 car.
There’s also a 4D driving simulation of the Las Vegas Strip Circuit, where rookies can test their strategies and racing skills exactly like the drivers. Also on offer are state-of-the-art simulators, team merchandise, and a relaxed dining space for visitors – it’s like Disney Land for revheads.
A Lifestyle Beyond Racing
In recent years, Formula 1 has grown into a cultural phenomenon. The rise of Netflix’s Drive to Survive, has seen F1 attract new demographics, growing its fanbase in North America and beyond with 34% of fans claiming that the hit series was the major driver for converting them to the sport, according to a recent survey from Statista.
This shift mirrors the sport’s surging popularity in new and emerging markets, with North America now boasting three Grand Prix events – Austin, Miami, and Las Vegas – all of which are becoming the hottest tickets of the season for a new generation of motorsport fans.
Adidas Joins Mercedes
The announcement that seven-time World Champion Lewis Hamilton would be leaving Mercedes to join Ferrari this month had many people wondering what the future held for the team losing the sport’s most fashionable driver.
Known for his boundary-pushing style both on and off the track, Hamilton often blurred the lines between motorsport and fashion, with his raceday fits becoming an everpresent part of the entire Formula 1 experience – something that no driver has even been to match.
Well now, Adidas is looking to follow suit, partnering with Mercedes to design a sleek range of gear for the entire team, from drivers to engineers.
But no, this isn’t just about race suits – Adidas is committed to producing entire collections of lifestyle and on-track apparel for the entire team, including drivers, mechanics and engineers. The focus is on high-performance gear that seamlessly blends function and style, ensuring the team is ready to perform at the pinnacle of motorsport while looking the part.
The announcement of limited-edition drops and an emphasis on combining fashion with the spirit of the sport is a reflection of the changing narrative that surrounds F1; Adidas is positioning itself as a key player in the growing intersection of motorsport and lifestyle culture.
It’s true, even here in Australia. The Grand Prix in Melbourne, once an afterthought for Australia’s sports enthusiasts, has seen huge demand after returning as the season-opener in March 2025.
Of course, the prospect of seeing Lewis Hamilton potentially donning the iconic red suit of Scuderia Ferrari for the first time has undoubtedly added another layer of drama to the upcoming season. For Australian fans, it’s an opportunity to witness a seismic moment in F1 history.
The introduction of these new events, like the Las Vegas Grand Prix and its accompanying Grand Prix Plaza, represents a bold step forward for Formula 1.
An ever-present sport that can seamlessly blend the immersive entertainment, cutting-edge technology, and the glamour of Las Vegas to create a must-visit destination that isn’t restricted to the chicanes of the race track. A celebration of racing racing heritage that embraces a global audience, showing how Formula 1 is becoming so much more than just racing.
