Editor’s Note: The Formula 1 Crypto.com Miami Grand Prix, now in its fourth year, drew nearly 300,000 fans and a dozen activations to its three-day event last month. Event Marketer, a Chief Marketer Network publication, explores 12 brand experiences at this year’s event, from American Express, LEGO, Liquid I.V. and others. Below is an excerpt from the piece; head to Event Marketer to read the full roundup.
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The Formula 1 Crypto.com Miami Grand Prix took the city by storm last weekend, as fans braved heavy rain to watch their favorite drivers race around the Miami International Autodrome circuit at the Hard Rock Stadium complex, May 2-4. A sell-out crowd of close to 275,500 fans attended the three-day event that included practice and qualifying sessions leading into Saturday’s Sprint race and Sunday’s main race, as well as the second race of the all-female F1 Academy racing series, which was ultimately postponed due to a persistent downpour.
Locals and event professionals who have been on the ground since the event’s inception in 2022 told us that F1 continues to get bigger and bigger each year in Miami. And it’s showing no signs of stopping, as Formula 1 announced that the Miami Grand Prix will remain on the calendar through 2041, following a 10-year extension to its existing agreement with promoter South Florida Motorsports. The Miami Grand Prix is now the longest contracted event on the F1 calendar.
Evolving beyond year one, when it was all palm tree designs and neon color palettes, brands and sponsors are finding their groove after experimenting with experiences, menus and venues to develop activations that appeal to new and longtime race fans from around the world, while staying true to the South Florida setting and Miami’s beachy but luxurious culture and lifestyle. Below, we loop around 12 brand experiences that drew fans in at the 2025 Formula 1 Miami Grand Prix.
ALO
For Alo’s second year activating at the Miami Grand Prix, its Pit Stop pop-up inside the Paddock Club offered VIP guests a wellness escape amid the high-octane energy on the track, including CRYO experiences, Therabody recovery and guided meditation. The brand also partnered with NFL star Joe Burrow, who sported four custom Alo looks in Miami. In-store events and a special edition of the Alo Runners Club rounded out the weekend.
AMERICAN EXPRESS
Premiering on May 28, “F1: The Academy” is a new Netflix docuseries that follows the 2024 season of the female-only, Formula 4-level single-seater racing championship launched by Formula 1 to develop and prepare female drivers to progress to higher levels of competition. Official Partner of F1 Academy, American Express, hosted a preview event for the series, in partnership with Netflix and producer Hello Sunshine at The Fillmore Miami Beach.
GLENFIDDICH
Glenfiddich made a bold statement trackside with a green double-decker hospitality footprint designed to honor its new partnership with the Aston Martin Formula 1 Team. The upper deck’s VIP viewing lounge served a curated menu of elevated Glenfiddich cocktails. Double Chicken Please, an award-winning bar team and creative studio, was on hand to bring their signature mixology craft and creativity to the Glenfiddich space. (Agency: Momentum Worldwide)
To read the full roundup, head to Event Marketer.
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