Since its debut in 2022, the Formula One Crypto.com Miami Grand Prix has quickly become one of the sport’s most talked about races. Aside from the excitement of a new track in a fresh location, the impact the Miami Grand Prix has had on the expansion of the US market for F1 cannot be understated. Through strategic public and media relations, branding and partnerships, this Grand Prix has completely changed the approach to a race weekend. From celebrity-packed events to immersive fan experiences and thoughtful local integration, Miami has crafted quite the PR playbook.

An Experience, Not Just a Race

First and foremost, the Miami Grand Prix knows it’s more than just a sporting event—it’s a full-on entertainment experience. In an effort to achieve the goal of enticing more North American fans, F1 and the organizers of the Miami Grand Prix knew the event had to cater to those who are not die-hard racing fans. The planning crew knew that these newer fans who attend the race aren’t just there to watch laps, but rather to experience an event. President of the Miami GP, Tyler Epp, compares the event to that of Coachella and other festivals, pointing out that in order to have optimal success, there must be a full suite of entertainment across the weekend.

At the Grand Prix, fans are also getting access to live music, racing simulators, brand activations and even virtual reality experiences. This “festival-style” approach has been especially successful at attracting a younger and more diverse audience, including more women and first-time fans (The Guardian, May 2025).

The energy in the venue is less traditional motorsport, and that’s exactly the point.

Big Names, Big Buzz

From a PR standpoint, one of the Miami Grand Prix’s smartest moves has been tapping into celebrity culture. In recent years, the event has attracted global stars in entertainment and athletics, all of whom bring attention, media coverage and a ton of social media engagement. Their presence doesn’t just draw clicks; it builds cultural credibility (PopSugar, May 2025).

These crossovers generate excitement well beyond motorsport media and bring the race into conversations about pop culture and lifestyle.

Brand Alignment That Works

The Miami Grand Prix has also excelled at curating brand partnerships that elevate the race’s image. Collaborations with luxury brands like Louis Vuitton and experiential activations from companies like Jack Daniel’s and American Express reinforce the upscale nature of the event (Event Marketer, May 2025). These sponsors don’t just slap their logos on barriers; they contribute to an experience that feels both exclusive and immersive.

Staying Rooted in the Local Community

Beyond luxury sponsorships and partnerships, the Miami GP also integrates local culture into the race weekend. Organizers have made a concentrated effort to include Miami’s Latin and Caribbean influences through food, music and art, creating a sense of authenticity that resonates with and employs local residents (The Associated Press, May 2025). 

Looking Ahead

In 2025, Formula One and the Miami GP coordinators announced an extension for the Miami Grand Prix until 2041, making it the “longest contracted event in F1 history” (F1, 2025).  

At the end of the day, the Miami Grand Prix doesn’t just put on a great race. It tells a story and uses every PR tool at its disposal to make to market the event.

“2025 Formula 1 Miami Grand Prix Activations.” Event Marketer, 3 May 2025, https://www.eventmarketer.com/article/2025-formula-1-miami-grand-prix-activations/

“F1 Miami Grand Prix Celebrity Experience.” PopSugar, 5 May 2025, https://www.popsugar.com/travel/f1-miami-grand-prix-celebrity-experience-49441926.

Kessel, Anna. “Welcome to Miami: Where F1’s Sunshine Party Draws a Crowd Every Sport Craves.” The Guardian, 1 May 2025, https://www.theguardian.com/sport/2025/may/01/welcome-to-miami-where-f1s-sunshine-party-draws-a-crowd-every-sport-craves. Accessed 11 May 2025.

Kennedy, Janie McCauley. “F1 Miami Grand Prix Weaves Local Culture into Global Stage.” AP News, 6 May 2025, https://apnews.com/article/2f88288453a0d285e3d027803fd24904

“Miami Grand Prix Extended for 10 Years.” F1 Miami GP, 3 Oct. 2023, https://f1miamigp.com.