- Formula 1 has evolved into a global powerhouse since its acquisition by Liberty Media in 2017.
- Grand Prix Plaza will launch in 2025, offering an immersive Formula 1 experience.
- With the advent of Netflix Driving to survive Formula 1 has become a cultural phenomenon.
Formula 1 continues to capture the hearts and minds of motorsport fans around the world with new rivalries and compelling stories that are as much off the track as they are on it.
The sport’s unprecedented prosperity has attracted record numbers of spectators in North America, who are enthralled by the spectacle and drama. With the addition of a third American circuit located amidst the neon-lit streets of Las Vegas, Formula 1’s presence in the region has reached new heights.
Global brands such as TAG Heuer, Richard Mille and now Adidas have been desperate to get involved in the sport in recent years, with the sportswear giant officially teaming up with the Mercedes F1 team in what has been hailed as one of the most exciting partnerships in motorsport.
Formula 1 is constantly looking for 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 with fans, families and thrill-seekers alike.
A global F1 experience like no other
The scope of Formula 1 extends far beyond the racetrack and the teams competing on it. From London Tottenham Hotspur Stadiumwhere fans are immersed in high-tech sports simulators, to Singapore’s Marina Bay, where street racing meets luxury, Formula 1 has masterfully blended motorsport and lifestyle to become an ever-present sport for the fans.
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After last year’s first round, the Las Vegas Grand Prix has already established itself as a contemporary classic of the Formula 1 season, reflecting an evolving brand looking to gain a foothold in the American market.
With first appearances throughout the year Grand Prix Plaza In the spring of 2025, the Las Vegas Grand Prix promises to become a hub of adrenaline-filled excitement for Formula 1 fans to experience for themselves, offering immersive experiences that celebrate the magic and excitement of the sport, even when the traveling circus is not in town.
“The opening of Grand Prix Plaza’s year-round consumer-oriented programming will enable Formula 1 to engage with Valley visitors and residents alike in new and exciting ways,” he said. Rene WillemCEO of Las Vegas Grand Prix, Inc. “Our commitment to the Las Vegas community runs deep, and we couldn’t be happier to bring this collection of unique and immersive experiences to the destination.”
Set against the backdrop of the Las Vegas Strip, the new Grand Prix Plaza features a state-of-the-art karting experience that brings fans close to the thrills of street racing. Participants will have the opportunity to race down a 1,650-foot track on electric karts equipped with cutting-edge DRS technology and immersive LED guidance 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® Their F1.
There’s also a 4D driving simulator of the Las Vegas Strip circuit, where rookies can test their racing strategies and skills just like the drivers. State-of-the-art simulators, team merchandise, and a cozy dining space are also available for visitors – it’s like Disneyland for creatives.
A lifestyle that goes beyond racing
In recent years, Formula 1 has evolved into a cultural phenomenon. The rise of Netflix Driving to surviveFormula 1 has seen it attract new demographics, increasing its fan base in North America and beyond, with 34% of fans saying the successful series was the main driver in converting them to the sport. According to a recent study from Statista.
This shift reflects the sport’s growing popularity in new and emerging markets, with North America now boasting three Grand Prix events – Austin, Miami and Las Vegas – all of which have become some of 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 will leave Mercedes to join Ferrari this month has many people wondering what the future holds for a team that is losing the sport’s most stylish driver.
Known for his boundary-pushing style on and off the track, Hamilton often mixed motorsport with fashion, with his race attire becoming a permanent part of the entire Formula 1 experience – something no driver has ever matched.
Well, Adidas is now looking to follow suit, by partnering with Mercedes to design a stylish range of gear for the entire team, from drivers to engineers.
But no, it’s not just about racing suits – Adidas is committed to producing complete collections of lifestyle and on-track apparel for the entire team, including drivers, mechanics and engineers. The focus is on high-performance equipment 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 releases and the focus on combining fashion and the spirit of the sport is a reflection of the changing narrative surrounding Formula 1; Adidas is positioning itself as a major player in the growing intersection between motorsports and lifestyle culture.
That’s true, even here in Australia. The Melbourne Grand Prix, once an afterthought for Australian sports fans, has seen huge demand following its season-opening return in March 2025.
Of course, the prospect of seeing Lewis Hamilton don Scuderia Ferrari’s iconic red suit for the first time has undoubtedly added another layer of drama to next season. For Australian fans, it’s a chance to witness a seismic moment in Formula 1 history.
The introduction of these new events, such as the Las Vegas Grand Prix and the accompanying Plaza Grand Prix, represents a bold step forward for Formula 1.
It’s an ever-present sport that can seamlessly blend immersive entertainment, cutting-edge technology and the glamor of Las Vegas to create a must-see destination that’s not limited to the racetrack. A celebration of racing heritage that embraces a global audience, and shows how Formula 1 has become more than just racing.