Brands Race Toward a Rabid Fanbase at Formula 1 Miami Grand Prix

Sponsors crowd the field with crypto and collectibles for the circuit's second U.S. event

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

It took more than 70 years, but Formula 1 finally caught up to fans in the United States.

A decade after it put a race in Austin, Texas, five years after Liberty Media bought it, and more than four years since Netflix’s Formula 1: Drive to Survive made open-wheel racing binge-worthy, F1 sold out its newest race in Miami almost immediately.

As the world’s best drivers tear around Hard Rock Stadium this weekend, a host of brands

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in