Brands Come in First at F1 Las Vegas Grand Prix


The adage “If you ain’t first, you’re last” from the 2006 film Talladega Nights: The Ballad of Ricky Bobby is really more of a NASCAR thing, but that hasn’t stopped Formula 1 sponsors from adopting it.

The Formula 1 Heineken Silver Las Vegas Grand Prix debuts Nov. 16-18, and brands fortunate enough to jump aboard when the event was first announced are in the pole position for certain perks—like that name, for example. By signing on as a title sponsor, Heinken gets to plaster its name and that of its Heineken Silver brand all over the event, its Wolfgang Puck-catered main-grandstands, its Heineken House hospitality venue and above all the acts on the Virgin Hotel-run Heineken Stage.

T-Mobile announced its Grand Prix sports marketing partnership last November and sealed a multiyear deal that runs through 2025. It’s providing 5G coverage throughout the race grounds, offering the event’s official app with multiple views of the race through 5G cameras and is hosting the T-Mobile Zone and T-Mobile Stage at the MSG Sphere on “Turn 5G,” complete with a Club Magenta VIP lounger and performances by J. Balvin, Mark Ronson and Major Lazer.

From left, Mark Ronson, Major Lazer and J. Balvin
Mark Ronson, Major Lazer and J. Balvin were booked for T-Mobile’s Las Vegas Grand Prix festivities by midsummer.T-Mobile

“As a wireless company, our priority is to keep customers, Las Vegas Grand Prix staff and attendees connected with our 5G network—which is no easy feat at an event with hundreds of thousands of fans,” said Mike Katz, president of marketing, strategy and products at T-Mobile: 

MoneyGram, meanwhile, announced its sponsorship of Haas Racing in October 2022, just after plans for F1 in Las Vegas went public that March. Launching that partnership just ahead of the new Miami Grand Prix and a year before F1’s Las Vegas debut, MoneyGram saw an opportunity for the only U.S.-owned F1 team and its sponsor to increase their profile stateside.

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