Heineken’s partnership with Red Bull has made drivers like Verstappen and Sergio “Checo” Pêrez available in hospitality areas in Miami for business, celebrity and other VIP guests, but being the first to stamp its name on F1’s newest event gave Heineken an edge even drivers couldn’t provide.
“The Super Bowl is an absolutely amazing event, but all of these people have been to 10 Super Bowls,” Amorese said. “But they haven’t been to this, so you get to see the wonder of experiencing something new through their eyes—of someone that has done literally everything else.”
Home advantage
Prazer noted that as construction of the track elements concluded this year, her team at the Grand Prix had to remind locals that all of that work and the associated traffic wouldn’t happen every year. Much as they’re building infrastructure for years to come, the brands at the Grand Prix are laying a multiyear foundation—with Heineken signed on through 2027, American Express joining for multiple years and T-Mobile intent on sticking around a while.
“The network infrastructure we’ve built has laid the foundation to help the Las Vegas Grand Prix operations team more effectively run the event and give all fans an unprecedented experience,” T-Mobile’s Katz said. “And this is just the beginning … We’ll continue to innovate together for years to come.”
MoneyGram is wrapping up the first year of its three-year deal with U.S.-owned Haas Racing and sees enormous potential in the Las Vegas Grand Prix. CMO Greg Hall noted that “the cabbies aren’t happy right now,” but all of that construction taking the city from announcement to race day in a year is about to pay off big—especially for a race that takes place at night and will draw lots of attention in Europe and Asia as a result.
“We really love the addition … not having another U.S. race but doing it where you can reach another audience,” Hall said. “On the other side, in our heads was like ‘How much do we invest in this? This is going to be super expensive.’”
MoneyGram Haas gave the idea a test run by hosting a Las Vegas watch party for the Japanese Grand Prix, which started at roughly 10 p.m. locally. It then launched its “Drive Your Dreams To Vegas” promotion that offered one winner a $50,000 prize that included two Paddock Club tickets in the MoneyGram Haas F1 Team Suite at the Las Vegas Grand Prix, a chance to meet team members and walk the pit lane, airfare and hotel accommodations, team apparel and $5,000 in cash.