The 2025 Formula 1 Crypto.com Miami Grand Prix brought 275,480 spectators to the Miami International Autodrome at Hard Rock Stadium May 2-4, with Race Day ratings reaching 2.2 million viewers on ABC. The biggest news was the announcement of Miami’s extension through 2041 as the longest-contracted race on the Formula 1 calendar in its short, four-year history.Photo: Courtesy of Formula 1 Crypto.com Miami Grand Prix
On Sunday, May 4, McLaren secured a 1-2 finish with Oscar Piastri defeating last year’s champion, teammate Lando Norris. Mercedes’ George Russell finished third on the podium, edging out pole sitter Oracle Red Bull Racing’s Max Verstappen, who ultimately secured fourth. Prior to the 57-lap action, drivers paraded the track in custom-built LEGO cars—instead of the usual parade truck—to sounds by world-renowned DJ Tiësto, who also spun a celebratory post-race set.
Earlier in the day, rain impacted the second race of the all-female F1 ACADEMY series, where cars spun on the slick tracks during formation laps; Race Control decided not to start the race. Doriane Pin, who won Saturday’s race, left Miami second in the Drivers’ Standings, one point behind Maya Weug.
The top-tier attendance roster included Miami Dolphins players Tua Tagovailoa, Jaelan Phillips, Bradley Chubb, Patrick Paul, Zach Sieler, and head coach Mike McDaniel, along with A-listers Timothée Chalamet, Terry Crews, Michael Douglas, Jerry Bruckheimer, Gordon Ramsay, Seal, Jon Bon Jovi, and Chris Stapleton, among others.
McLaren celebrated the 1-2 win of Oscar Piastri and Lando Norris alongside Louise McEwen, the 11th woman ever to stand on a Formula 1 podium, who collected the Constructors’ trophy.Photo: Courtesy of Formula 1 Crypto.com Miami Grand Prix
In tandem with the weekend festivities, Apple Original Films announced F1 the movie and F1 The Album on Thursday, May 1. Actors, filmmakers, and musicians were on site in the outdoor area of the Paddock, where an exclusive and immersive experiential activation brought the film’s fictional racing team to life by recreating the actual garage from the film. Guests had access to preview the soundtrack, custom merch, interactive games, racing simulators, movie memorabilia, and more.
Inside the Paddock, ESPN and Hulu + Live TV activated in the race circuit's Team Clubhouse, with a Patch Lane merch customization station offering special F1- or Hulu-inspired patches. Sketch artist Deanna First was also on hand, offering live sketches of fans and gifting prints of predrawn driver sketches.
Refining, not redefining
From 2024 to 2025, much of the campus footprint remained the same, but the Formula 1 Crypto.com Miami Grand Prix team always seeks to elevate the experience.“Going into year four of the race, we were looking more to refine, not redefine,” shares Tyler Epp, president of the Formula 1 Crypto.com Miami Grand Prix. “We have gotten our campus build to a point where we are very efficient in the transition from football to tennis to motorsports, and that’s because we have an incredible operations team that is outstanding at what they do.”
Following its May 1 announcement, F1 the movie and F1 The Album activated throughout the weekend in the Paddock to support its official announcement and launch. An exclusive and immersive experience brought the film’s fictional elements to life. Guests listened to the soundtrack, played interactive games, raced simulators, and more.Photo: Courtesy of Formula 1 Crypto.com Miami Grand Prix
One way operational efficiency boosted the fan experience was within the food and beverage space. In 2022, there were 34 different local and international restaurants; in 2025 there were 65. “We are not just offering more items to fans but our back-of-house efficiency has allowed us to create more dining experiences because we have improved how we operate our temporary kitchens,” shares Epp.
The true secret to refinement: feedback. Epp says his team is always soliciting fans for feedback for experience improvement. “We know it can be hot on campus in May, and so we were intentional this year about adding more shade to campus,” he says. “Other improvements, such as adjusting our gate entry times, more signage, and better wayfinding, were subtle ways we refined the campus to ensure that each fan had a more enjoyable experience.”
That’s the ticket
With more than 30 ticketing products for the race and many first-time attendees, this process can be difficult to navigate. “That makes the entire buying process much more complex, than, say, somebody who is looking to purchase a ticket in row 20 on the 25-yard line for a football game, which is a pretty uniform experience at any NFL stadium,” says Jason Green, senior vice president and chief revenue officer of the Formula 1 Crypto.com Miami Grand Prix.
In an effort to bring more shade to campus, various seating areas were decorated with ceiling streamers.Photo: Courtesy of Formula 1 Crypto.com Miami Grand Prix
To improve this process, the team tapped Ticketmaster, their enterprise-wide ticketing partner, to build a custom buy flow on the official website to better help consumers find not only what they were looking for but also understand what they were purchasing. “This was a huge improvement from previous years, thanks to Ticketmaster and the work our team has done here,” adds Green.
Big brands on campus
Similar to the Miami Open, Green notes that partnerships are a direct extension of the F1 Crypto.com Miami Grand Prix. “We collaborate with brands that align with us,” he says. “Some are partners of ours across our entire enterprise—such as AutoNation, Verizon, Ticketmaster, Hard Rock, and Heineken. Others are longtime motor sports partners, whereas some are bringing their brand to F1 for the first time.”Green notes every activation is designed to feel “immersive and intentional,” which elevates everything from hospitality environments to general admission areas. For example, founding partner GrainBridge built a pickleball court for fans to play on and hosted a few pro pickleball players; “they continue to find innovative ways to activate on campus,” notes Green.
New partner LEGO constructed life-size race cars, which were on display and then used in Sunday’s Race Day, instead of the typical truck, for the Drivers’ Parade.Photo: Courtesy of Formula 1 Crypto.com Miami Grand Prix
Ticketmaster was also on site with a first-time footprint titled “Motorsport Alley,” which brought fans closer to the action with an up-close look at both the F1 ACADEMY and Porsche Carrera Cup North America cars and paddocks. Plus, LEGO was a new partner this year that brought life-size cars for the Drivers’ Parade, as well as an extensive tent where fans of all ages could view and photograph the cars and other racing-themed elements. Men's apparel company BYLT also joined at Boathouse in the Marina, with track views and a cigar lounge; the company also provided all staff uniforms worn by employees throughout the week.
The lap of luxury
Because the Formula 1 Crypto.com Miami Grand Prix sits at the intersection of racing, entertainment, fashion, food, and culture, the blend is a magnet for global brands seeking meaningful engagement, according to Green. “From a pure visibility standpoint, the scale and international audience is unmatched,” he adds. “Add in Miami’s role as a global curator of culture along with the international draw of Formula 1, and it’s a natural fit for brands that want to tell their story here.”The return of the posh invitation-only Trophy House, which sat along the East Villas, offered a private courtyard and three-story villa nestled on Turn 1 with direct views of the start-finish. The villa featured climate-controlled lounges with tiered living room-style seating, open-air patios, and a shaded rooftop deck with panoramic views of the circuit, along with evening concerts. During the day, two-Michelin-starred L’Atelier de Joël Robuchon catered the upscale dining spread indoors—crepe, vegan ice cream, and acai bowl partners also catered to the courtyard—while Diageo Rare & Exceptional spirits curated a Tequila Don Julio trackside bar, exclusive garden-side tastings, and a specialty cocktail menu available throughout, along with caviar service.
“Formula 1 aligns naturally with the standards we set across the Diageo Rare & Exceptional portfolio,” shares Morgane Gaubier, director of luxury at Diageo​. “The Miami Grand Prix, in particular, brings together a discerning, culturally fluent audience looking for experiences that reflect their tastes and values. Within that context, Trophy House offered the perfect environment—a private, design-led space where we could create intentional moments around some of our most distinguished brands.”
Additionally, the Chase Sapphire Reserve Experience was back on site with its signature lounge concept. Cardmembers reserved complimentary time slots to relax and escape the heat. Upon entry, guests received a complimentary drink token—a cash bar was also available—along with a gift token—apparel partner Members Only fitted guests with racing jackets in gray or black before custom-themed patchwork was added. “We couldn’t think of a better way to memorialize both a bucket-list-worthy event like Miami Race Week and a visit to the Chase Sapphire Reserve Experience,” notes Leanne Fremar, global chief brand officer for JPMorgan Chase.
First-time on-site activator Ticketmaster curated “Motorsport Alley” to give fans an up-close look at the all-female F1 ACADEMY and Porsche Carrera Cup North America cars and paddocks.Photo: Courtesy of Formula 1 Crypto.com Miami Grand Prix
Still, chef Sebastian Benitez supplied the bites while Faena Art curated premium programming. Additionally, in partnership with McLaren, Chase Sapphire Reserve cardmembers were able to purchase tickets for access to an off-the-track driving experience with world-class driving coaches. And on Saturday night, in partnership with Chase Dining, Chase Sapphire Reserve hosted an off-site activation with h.wood Group’s Delilah Miami, where cardmembers could book the experience via OpenTable, which included food, cocktails, and a live performance by Sofi Tukker.
Piper-Heidsieck, which had just a few weeks to turn over its Miami Open concept, offered its beloved Champagne Garden to bubbly F1 guests. “Going into year four for F1 and year two for the Miami Open, we’ve really honed how to create hospitality that feels premium, immersive, and completely on brand,” says Maxxie Goldstein, vice president of full-service marketing agency A.P. Keaton “Each year comes with its own set of creative challenges—and that’s exactly where we thrive.”
Goldstein notes the three-and-a-half-week window between events is tight, especially because the entire racetrack and front side of the stadium gets transformed in that time frame. “But it pushes us to think both logistically and strategically,” she says. “The foundation of the build stays the same, but we completely reimagine the space for each audience. At the heart of it all is the same goal: to make every glass of Champagne feel like a moment worth celebrating.”
For fans and brands who missed the on-track action in 2025, fret not; the biggest news of the weekend was the announcement of the F1 Crypto.com Miami Grand Prix’s extension through 2041. Miami is now the longest-contracted race on the Formula 1 calendar in its young four-year history, with the race bringing a $1 billion economic impact to South Florida since its 2022 debut.
Keep scrolling to browse the best F1 moments, brand activations, and more—both on and off the track—from Miami Race Week 2025...
