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  1. Sports

Laps, Luxury, and Logistics: Inside the 2025 Formula 1 Crypto.com Miami Grand Prix

BizBash went on the track, in the Paddock, and behind the scenes at Hard Rock Stadium to learn about the fourth installment of Miami’s biggest and best Race Week of the year.

Tracy Block
May 15, 2025

On the TrackThe 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 PrixMIAMI—More than 275,480 racing enthusiasts sped to the Miami International Autodrome for the fourth installment of the three-day Formula 1 Crypto.com Miami Grand Prix May 2-4. Sunday’s Race Day ratings reached 2.2 million viewers on ABC, making it the third-most watched F1 race in U.S. history, while Saturday’s Sprint Race brought 1.1 million viewers on ESPN, up 16% from 2024. 

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 TiĂ«sto, 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 TimothĂ©e 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.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.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.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.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.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...

CELSIUS Pop-up at Palm Tree Club Miami
CELSIUS Pop-up at Palm Tree Club Miami
CELSIUS popped up at Palm Tree Club Miami to kick off Miami Race Weekend on Friday, May 2. This sold-out event featured Sebastian Ingrosso and The Chainsmokers on the decks.
Photo: Courtesy of CELSIUS
Fans and talent posed in front of a retro CELSIUS-branded gas pump and a life-size racing car tire photo moment from Sunami Fabrication.
Fans and talent posed in front of a retro CELSIUS-branded gas pump and a life-size racing car tire photo moment from Sunami Fabrication.
Photo: Courtesy of Celsius
Chase Sapphire Reserve Experience
Chase Sapphire Reserve Experience
The Chase Sapphire Reserve Experience invited cardmembers to reserve complimentary time slots to enter the air-conditioned refuge, where they could kick back, relax, dine, and imbibe away from the event’s heat and noise.
Photo: Diogo Barroso
Chase Sapphire Reserve partnered with Members Only to gift and custom-fit cardmembers with racing jackets in black or gray. Guests could customize their jackets with racing-themed patches.
Chase Sapphire Reserve partnered with Members Only to gift and custom-fit cardmembers with racing jackets in black or gray. Guests could customize their jackets with racing-themed patches.
Photo: Diogo Barroso
Off the track, Chase Sapphire Reserve cardmembers could purchase tickets for a McLaren driving experience with world-class driving coaches.
Off the track, Chase Sapphire Reserve cardmembers could purchase tickets for a McLaren driving experience with world-class driving coaches.
Photo: Diogo Barroso
On Saturday night, Chase Sapphire Reserve, in partnership with Chase Dining and h.wood Group, invited cardmembers to an exclusive paid event at Delilah Miami, which featured bites, cocktails, and a performance by Sofi Tukker.
On Saturday night, Chase Sapphire Reserve, in partnership with Chase Dining and h.wood Group, invited cardmembers to an exclusive paid event at Delilah Miami, which featured bites, cocktails, and a performance by Sofi Tukker.
Photo: Carlos Gallego
ESPN and Hulu + Live TV in the Paddock Team Clubhouse
ESPN and Hulu + Live TV in the Paddock Team Clubhouse
ESPN and Hulu + Live TV brought a Patch Lane customization station to the Paddock Team Clubhouse area of the race circuit. Fans could customize their hats, jackets, or collections with special F1- or Hulu-inspired patches featuring shows and series, including Hulu’s Paradise, Only Murders in the Building, King of the Hill, ABC’s Shifting Gears, Freeform’s new Project Runway and FX’s highly anticipated Alien: Earth.
Photo: Courtesy of Hulu
The footprint also included a dedicated broadcasting area with accents from sketch artist Deanna First, who not only sketched the drivers ahead of Race Weekend but also offered on-site sketches to fans.
The footprint also included a dedicated broadcasting area with accents from sketch artist Deanna First, who not only sketched the drivers ahead of Race Weekend but also offered on-site sketches to fans.
Photo: Courtesy of ESPN
The LEGO Store
The LEGO Store
Off the track, The LEGO Store hosted a Build & Race Event at Esplanade at Aventura, where fans of all ages were able to build, test, and race their very own free custom LEGO race car.
Photo: Courtesy of LEGO
More than 2,500 people attended and were able to create and customize their own LEGO car, put it to the test in a wind tunnel simulator, compete on the LEGO Thrill City racetrack, and snap a photo for their official LEGO driver’s license.
More than 2,500 people attended and were able to create and customize their own LEGO car, put it to the test in a wind tunnel simulator, compete on the LEGO Thrill City racetrack, and snap a photo for their official LEGO driver’s license.
Photo: Courtesy of LEGO
F1: The Academy Docuseries with American Express
F1: The Academy Docuseries with American Express
To commemorate the new F1: The Academy docuseries, executives from F1 ACADEMY, Hello Sunshine, and American Express conducted a Q&A, with remarks from Reese Witherspoon, at The Fillmore Miami Beach.
Photo: Jenna Fernandez for American Express
Jack’s Garage with Jack Daniel’s Tennessee Whiskey and McLaren Formula 1
Jack’s Garage with Jack Daniel’s Tennessee Whiskey and McLaren Formula 1
On Friday, Jack Daniel’s Tennessee Whiskey partnered with the McLaren Formula 1 Team and Universal Music Group for Brands to present the third installment of Jack’s Garage, which featured music, cocktails, Cuban bites, and a custom McLaren car for photo ops at The Carter Project in Wynwood.
Photo: Melody Timothee
Puerto Rican hitmaker Brray and singer-songwriter Oriana kicked off Miami’s highly anticipated Race Weekend with exclusive performances.
Puerto Rican hitmaker Brray and singer-songwriter Oriana kicked off Miami’s highly anticipated Race Weekend with exclusive performances.
Photo: Melody Timothee
Mercedes-Benz USA
Mercedes-Benz USA
Mercedes-Benz USA, with experiential agency Public School, took over Smorgasburg in Wynwood with a unique experience that attracted more than 7,000 fans for a rare chance to see an impressive selection of new and vintage AMG vehicles and to watch the Miami Grand Prix. A raffle gave everyone a chance to win exciting prizes, with all proceeds benefiting Mercedes-Benz’s nonprofit partner, Safe Kids Worldwide.
Photo: Courtesy of Public School
After posing with up to 14 on-site vehicle displays, fans could step inside a larger-than-life F1 helmet to show off their driving skills behind the wheel of a racing simulator.
After posing with up to 14 on-site vehicle displays, fans could step inside a larger-than-life F1 helmet to show off their driving skills behind the wheel of a racing simulator.
Photo: Courtesy of Public School
NEFT Vodka and Visa Cash App Racing Bulls Formula One Team Special-Edition Livery
NEFT Vodka and Visa Cash App Racing Bulls Formula One Team Special-Edition Livery
Austrian NEFT Vodka, the official partner of the Visa Cash App Racing Bulls Formula One Team, hosted a prerace event to unveil special-edition livery for Miami Race Week.
Photo: Getty Images
Liam Lawson (driver), Laurent Mekies (team principal), Isack Hadjar (driver), and Peter Bayer (CEO) pose with the special-edition livery with the Miami skyline in the backdrop
Liam Lawson (driver), Laurent Mekies (team principal), Isack Hadjar (driver), and Peter Bayer (CEO) pose with the special-edition livery with the Miami skyline in the backdrop
Photo: Getty Images
Piper-Heidsieck Champagne Garden
Piper-Heidsieck Champagne Garden
Just three and a half weeks after the Miami Open, the team from A.P. Keaton overturned the Piper-Heidsieck Champagne Garden from a tennis theme into a racing theme, from the all-access area to the VIP lounge. “We flip the script for F1: bold, high-energy, and full of spectacle,” explains Vice President Maxxie Goldstein. “We layer in striking visual elements like Piper-branded race tires, checkered flags, and vibrant design moments that reflect the pulse of race weekend.”
Photo: Courtesy of A.P. Keaton
Trophy House
Trophy House
Trophy House offered private, invitation-only access to its courtyard and three-story villa nestled on Turn 1, in partnership with Diageo Rare & Exceptional spirits.
Photo: Jose Da Silva
The Trophy House podium was a fun photo op for guests.
The Trophy House podium was a fun photo op for guests.
Photo: Jose Da Silva
Inside, guests could enjoy climate-controlled lounges with tiered living room-style seating and direct views of the start-finish.
Inside, guests could enjoy climate-controlled lounges with tiered living room-style seating and direct views of the start-finish.
Photo: Jose Da Silva
VIP guests toast to Race Day with curated mini cocktails presented in single-serving Don Julio 1942 bottles.
VIP guests toast to Race Day with curated mini cocktails presented in single-serving Don Julio 1942 bottles.
Photo: World Red Eye
Guests were treated to a garden-side guided rare Don Julio tasting, including pours of Don Julio 70, Alma Miel, 1942, and Ultima Reserva. Each spirit was paired to highlight its unique character; guests enjoyed sipping 1942 from a hand-carved dark chocolate copita.
Guests were treated to a garden-side guided rare Don Julio tasting, including pours of Don Julio 70, Alma Miel, 1942, and Ultima Reserva. Each spirit was paired to highlight its unique character; guests enjoyed sipping 1942 from a hand-carved dark chocolate copita.
Photo: World Red Eye
On the Track
On the Track
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
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.
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
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.
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
In an effort to bring more shade to campus, various seating areas were decorated with ceiling streamers.
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
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.
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
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.
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
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