Formula 1 Miami 2023: Inside the Events and Activations That Made the Grand Prix the City’s Hottest Ticket

The Miami Grand Prix is the first of three stateside races this year (followed by Austin, Texas, in October and Las Vegas in November) and represents Formula 1's commitment to growing its appeal across the U.S.MIAMI—Formula 1 clocked in its second year in Miami from May 5-7, reporting a sellout weekend attendance of 270,491 fans—a nearly 30,000-person increase over its inaugural year. Red Bull’s reigning champion, Max Verstappen, continued his two-year track dominance, masterfully winning the race despite starting in ninth position. (His Red Bull teammate, Sergio Pérez, took second, while Aston Martin’s Fernando Alfonso joined the podium in third.)

Hard Rock Stadium upgraded the 2023 facility to further strengthen its 10-year relationship with Formula 1. The new enhancements included a stunning permanent Paddock Club constructed above the pit garages. In addition, the Formula 1 Team Village hospitality spaces expanded onto the Hard Rock Stadium field, creating a sheltered but impressive hub for each team. The stadium also added new seating areas to meet capacity demands, including the Vista at Turn 1 and the Boathouse at MIA Marina. 

The Miami Grand Prix is the first of three stateside races this year (followed by Austin, Texas, in October and Las Vegas in November) and represents F1's commitment to growing its appeal across the U.S. Netflix’s Drive to Survive docuseries and long-term broadcast commitments with ESPN, ABC, and ESPN2 helped fuel its national popularity. Couple that with Miami's taste for Basel-level fanfare, celebrity magnetism, and a sports-crazed local fan base, and you've got the perfect base for nurturing F1's future.

Seven-time Formula 1 world champion and Mercedes-AMG Petronas driver Sir Lewis Hamilton reflected on the sport’s increased visibility in Miami and beyond during the IWC Chrono Challenge in Miami’s Design District on Wednesday, May 3. “It’s a dream for us to be here, in the States, but in a big and important city like Miami," he said, adding, "There are massive sports fans [here]."

Off the grid and around South Florida, event professionals tapped into the racing excitement by shuffling celebs, VIPs, race pros, and worldwide visitors in and out of their events. From thousand-dollar dinners to fashion-forward activations, here’s where F1 and its associated brands made the biggest impact...