Image credit: Formula 1

The Formula 1 Heineken Las Vegas Grand Prix positioned itself as one of the biggest cultural and brand moments of 2025 – on par with Coachella in scale, star power, and creator presence. 

Now in its third year, the event showed zero signs of slowing down. It delivered a city-wide takeover powered by luxury sponsors, bold activations, and non-stop social content.

This year’s race attracted more major partners and licensees, including LVMH, PepsiCo, Hello Kitty, The Walt Disney Company, and PwC, signalling just how valuable and culturally dominant Formula 1 has become.

F1 has become a lifestyle moment 

Formula 1 once existed as an exclusive, somewhat offline sport, but over recent years it has transformed into a global lifestyle phenomenon. In Las Vegas, the evolution was impossible to miss:

• Creators shooting content in the paddock 
• Celebrities making exclusive appearances
• Global brands holding immersive activations
• Fans documenting every moment across their social channels

Formula 1 is now a fashion event, music festival, and creator convention rolled into one.

Influencers have played a major role in the “popular culture” moment around racing. Their race-weekend vlogs, trackside GRWMs, and behind-the-scenes content have opened the sport up to younger and more diverse audiences, especially women. Creators are now the access point for many fans who can’t attend race events in person.

Brands that dominated the Vegas event

Neutrogena

Creators from across the US flew into Vegas for the race weekend with Neutrogena. On the Sky Deck, influencer guests were welcomed with custom, race-inspired gifting – from clutch-style wash bags to statement scarves and caps. Creators like @mafeanzures and @mvrubi documented their full glam, trackside moments, positioning Neutrogena as one of the most visible beauty partners of the weekend.

NYX Professional Makeup

NYX went big as an official beauty sponsor for the Las Vegas Grand Prix. Their influencer roster included Love Island UK stars Shakira Khan and Toni Laites – Toni’s Vegas roots made for perfect full-circle storytelling. Makeup routines and race-day looks drove strong engagement.

The perfect social-first partnership

Beyond individual race sponsors, Formula 1 launched a direct partnership with Chicken Shop Date host Amelia Dimoldenberg for the original, social-first series “Passenger Princess.”

Amelia’s influencer-to-presenter pipeline is unmatched, and the episodes are already achieving views in the millions, signalling how well her audience – largely young women – aligns with the growing F1 fanbase.

Why F1 is the hottest new brand opportunity

The November Vegas Grand Prix proves that F1 has evolved from a niche sport into a mass-appealing culture driver. The scale rivals Coachella, the brand presence spans luxury, beauty, entertainment, food & beverage, and the fan culture is increasingly young and social-native.

The Vegas Grand Prix may soon surpass even Coachella as the ultimate brand and creator playground as the F1 fanbase continues to expand globally.

Let’s chat about how your brand can show up at major events and create a cultural moment. Send us an email at hello@digitalvoices.com.