Ahead of the eagerly anticipated inaugural F1 Vegas GP this weekend, the racing organisation has hired out the Las Vegas Sphere to produce content throughout the weekend’s events. 

The 336 feet, 875,000 square foot sphere will brightly showcase Formula One content on the LED screen across the F1 Vegas weekend, such as driver cards and driver helmets. 

The largest LED screen in the world opened in September 2023 and will be used during the F1’s event in Las Vegas to include in-race content, real-time pole positions and custom podium graphics.

Emily Prazer, Chief Commercial Officer of the Las Vegas Grand Prix, commented: “Sphere’s Exosphere doesn’t just complement the Las Vegas Strip Circuit, it elevates it to new heights, turning every lap into a mesmerising experience for fans in attendance and watching on TV globally.

“Picture real-time pole positions, thrilling podium celebrations, and a dynamic showcase of all 20 drivers and their iconic cars displayed larger-than-life. We are excited to have Sphere at the heart of the race weekend.”

The debut of the F1 Vegas Grand Prix to the Formula One race calendar has seen a wave of advertisement opportunities for the organisation to capitalise on due to the nature of the racetrack circling the Vegas Strip. 

Formula One recognised the advertisement potential of the race weekend, partnering with companies such as Netflix, Google Chrome, Aston Martin, Puma, T-Mobile and more. 

Aston Martin has also recognised the advertising potential of the Las Vegas Sphere, as its models DBX707 and DB12 will appear on Sphere’s Exosphere. 

The British car manufacturer will also hold a heavy marketing presence at the F1 Vegas Grand Prix, revealing it will host the brand’s largest VIP customer programme, activating track experiences throughout the race weekend. 

Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, shared: “With the United States being our largest market and brand community, the Las Vegas Grand Prix creates a new landmark in the F1 calendar and will see our biggest ever race marketing and VIP hospitality presence.

“Targeting much more than brand awareness, our activities are an example of how we are maximising the tremendous global platform of F1 to drive reappraisal of Aston Martin amongst new audiences, infuse our products with the sport’s high-performance DNA and connect our community through unique luxury experiences.”

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