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.

One of the agencies advising brands ahead of the racing event is TBA Group, a London-based firm that has a unit, called Velocity, dedicated to creating brand experiences around motorsports. TBA Group CEO Guy Horner discusses the unit’s approach—and how it is going about creating experiences for the Vegas race—on the latest edition of Ad Age’s Marketer's Brief podcast.

“There are lots of moving parts [in Formula 1] so it doesn't just need to be crazy expensive,” he said. “With the right strategy and clarity in terms of objectives and setting the right KPIs, if you approach it in the right strategic way with the right knowledge and relationships, then it can be hugely powerful for brands.”

Look back: How Formula 1 zoomed from obscurity to obsession

The Las Vegas Grand Prix will begin with a series of events on Nov. 16, culminating with the race broadcast on ESPN two days later. The drivers will race down a 3.8-mile road course weaving past famous landmarks and reaching up to 212 mph on a straight section of the track down the Strip.

Sponsors of the race include title sponsor Heineken Silver in addition to MGM Rewards, Caesars Rewards, T-Mobile, American Express and Google Chrome. It marks the first time F1 has raced in Vegas since the 1982 Caesars Palace Grand Prix.

Ticket prices are some of the most expensive of the season with three-day grandstand passes going for $2,000 each. The least expensive tickets, a three-day standing room pass for $500, sold out in minutes. But the steep price of admission might be curtailing some demand, according to reports.

The race is a prime opportunity for brands to connect with new fans beyond name recognition, Horner said. 

“Sponsorship has to work a lot harder than building awareness these days to meet the objectives of the brand and create really engaging and authentic experiences that go beyond a brand sticking a logo on a car,” Horner said. “And creating brand experiences and how you bring the brands to life to fans and customers with a team or with Formula 1 is all part of that.”

Hospitality is what sets Formula 1 apart from a lot of sports, with the range of tickets and VIP experiences offering everything from food and drinks to passes to team garages, track tours and access to racing simulators. And social media ties the experience together, with fans, creators and celebrities all wanting a piece of the race.  

TBA Group’s Velocity unit is hosting several activations around the race, including the Vista Las Vegas race weekend experience with the McLaren Formula 1 team, a fan experience around the Sphere hosted by Paramount+ and the Puma VIP paddock club experience. The Vista Las Vegas weekend is open to anyone with a ticket, which starts at $895 for one day and goes up to $89,400 for a group of 12 for three days with a private cabana. 

Vista Las Vegas will be hosted at Drai’s rooftop club at The Cromwell, overseeing the Strip and featuring live music, private cabanas, a live race broadcast and appearances by celebrities. Former McLaren Formula 1 driver and Velocity co-founder David Coulthard will be in attendance, along with Mary Fitzgerald and Romain Bonnet of the Netflix show “Selling Sunset.” Mark Wahlberg will also be in attendance, serving his Flecha Azul Tequila Blanco brand tequila.