Formula 1 comes to Las Vegas—how brands can capitalize

Brands have a long history of investing in motorsports in America, but the rising popularity of Formula 1 in the U.S. has driven more interest in recent years, thanks in part to attention brought by the Netflix docuseries “Drive to Survive,” which debuted in 2019. Another key moment for the sport will arrive in about two weeks with the Las Vegas Grand Prix, giving a unique opportunity for brands to capitalize on F1’s entry into the entertainment mecca, allowing them to connect with new fans with tactics beyond putting brand names on racecars.