Formula 1 is booming in the US, but there is still more to come
Formula 1 in the US is not just having a moment; it is growing and reaching deeper into the US heartlands.
Miami is right at the centre of it. From Apple doubling down on the sport to brands getting more creative than ever with their activations, the Miami Grand Prix has quickly become one of the standout events on the calendar, both on and off the track.
Right Formula was at the heart of it again this year with one of our largest ever race weekends. Together with our sister agency Crunch Communications, we had over 60 staff members on site servicing almost 30 clients across the F1 series and F1 Team partnerships.
Our teams were active in behind-the-scenes content creation, organising media events and delivering an effective, enjoyable experience for clients’ guests all weekend.
Learnings from Miami
Apple’s Broadcast Partnership with F1 kicked off this season, giving the US a wider insight into what is happening real-time.
Apple’s SVP, Eddy Cue pointed the way with his comments on how they will take F1 deeper into US culture, and how the start of the season has already seen an increased US viewership on the Apple platform.
Speaking at Autosport Business Exchange in Miami, Cue said: “Not only did we see more viewers, but we also saw more viewers throughout the weekend. So, one of the things that I think I was always excited about is… you look at today and tomorrow and Sunday, all three days are huge”
But there is much further to go.
However, it’s no surprise that The F1 Movie is the most-watched film in Apple TV history and the highest grossing sports film ever.
Since joining the grid in 2022, the Miami Grand Prix has become a hotspot for activations and there is a fresh wave of creativity going into activations around F1.
MSC Cruises has adapted its hospitality, shaping it like a ship, fitting in with the Miami marina vibes that happen at the Miami International Autodrome. It was creative, eye-catching and a fresh take on hospitality style, showcased globally on the world feed.
Lego raised the bar here in Miami last year with its Lego cars in the pre-race drivers’ parade. Brands are reacting and creativity is the name of the game.
Plenty of teams got in on the action too. Williams collaborated with Marvel to create a new comic story activation; its garage was decorated in a classic comic book strip.
Aston Martin riffed on its I / AM tagline to create ‘I / AM Miami’, with activations designed to fit. A run club, a fan space dubbed ‘The Stilt House’ and after dark collaborations with Glenfiddich and CoinPayments.
And this is just to name a few.
So, how is Miami faring after its fifth year in F1?
Katharina Nowak, the youngest President of an F1 race, and her team are continuing to push boundaries to ensure fun racing and plenty of action on and off the track for fans.
A new addition for 2027 will be an expansion of its Paddock Club, adding an additional 115,000 sq ft, making it one of the largest premium facilities on the F1 calendar.
Robin Fenwick, CEO and Founder of Right Formula, says: “The bustle of the Paddock has never been greater in Miami than it was this weekend. It is not just celebrities; more partners than ever are showcasing themselves, doing so creatively, and more senior business decision makers are wanting to attend for networking purposes alongside their own hospitality programmes.
Right Formula has proudly activated at every Miami GP, increasing our activity year on year. We’re already looking forward to growing again next year alongside the race.”
If you’d like to find out more on how Right Formula can support your Formula 1 partnership, please contact Info@rightformula.com
