A New Year, A New Grid: Formula 1 and Sin City

Photo courtesy of Estefania Rosas. CCI Social Media Coordinator Estefania Rosas and her friend, Elyse Tran, experience the world of Formula 1 from the paddock before a practice session.

A new year in Formula 1 brings more than bold predictions and early excitement. It means a brand-new spring-to-winter season full of change. And this year? Change is the name of the game. For the first time since the early 2010s, Formula 1 is expanding to 11 teams on the grid, with Cadillac officially joining the championship. Audi is preparing to take over Sauber, while Ford makes its long-awaited return as the engine supplier for Oracle Red Bull Racing. These shifts alone are enough to reshape the grid, but the excitement goes far beyond team announcements.

As the unmistakable roar of Formula 1 cars continues to take over major cities around the world, it becomes clear that the sport is no longer just about racing. Formula 1 has evolved into a global entertainment spectacle. With that in mind, it is worth exploring what it actually takes to bring a sport of this scale to a specific city and how the creative industries help turn a race into a full experience. There is no better place to examine this than Sin City itself, Las Vegas.

Photo courtesy of Estefania Rosas. Taken on race day, this moment captures Estefania keeping up with live race results while also watching the action unfold beyond the section of the track where they were seated.

How Formula 1 Lands in a City Like Las Vegas

Las Vegas joining the Formula 1 calendar was not an overnight decision. It began when Liberty Media Corporation, the company that owns Formula 1, recognized an opportunity to combine the glamour and intensity of racing with the unmatched energy of the entertainment capital of the world. For any city to host a Formula 1 Grand Prix, it must first submit a bid to the FIA, the global governing body for motorsport, and earn the right to stage the race. The process is highly competitive and often feels like a global contest in itself. Cities must also secure a Grade 1 license, the highest certification issued by the FIA, which confirms that a circuit meets Formula 1’s strict safety and technical standards. Once approved, the license remains valid for three years following inspection.

Around 2017, Las Vegas was already in the process of rebranding itself as a major hub for professional sports. The arrival of the Vegas Golden Knights in the NHL and the opening of Allegiant Stadium, home of the Raiders, in 2020 signaled a shift in the city’s identity. By the time it was announced in 2022 that Las Vegas would join the Formula 1 calendar, the move felt like a natural next step. Blending neon-lit nightlife, larger-than-life entertainment, and nonstop energy with the high-stakes world of Formula 1 felt less like a gamble and more like a perfect fit.

Photo courtesy of Estefania Rosas. During a qualifying session in Las Vegas, Estefania bundled up against the cold in a hat gifted by a McLaren team member. This was the day she began to see just how deeply integrated sponsorships are within Formula 1.

The Price of Racing on the Strip

Bringing Formula 1 to the heart of Las Vegas was never going to be cheap. Transforming the Strip into a world-class street circuit required Formula 1 to invest more than $500 million in repaving roads and upgrading infrastructure to meet the FIA’s strict regulations. The price tag may have raised eyebrows at first, but city officials have been quick to point out that this was never meant to be a short-term gamble.

Las Vegas originally signed a three-year deal to host the race beginning in 2023, but the success of the event quickly changed the conversation. That contract has already been extended through 2027, with discussions underway to push the partnership even further. According to ESPN, Clark County has confirmed a deal that would keep the Las Vegas Grand Prix on the calendar through 2032, solidifying the city’s place in Formula 1’s future.

And the payoff has been hard to ignore. In its debut year alone, the Las Vegas Grand Prix delivered an estimated $1.5 billion in economic impact, with $884 million coming directly from visitor spending, according to a Clark County report. The momentum continued in 2024, when ESPN reported that the event generated more than $934 million in revenue. While official figures for 2025 have not yet been released, expectations are high that the numbers will continue to climb as the race becomes a permanent fixture on the Formula 1 calendar.

Photo courtesy of Estefania Rosas. Estefania and her best friend, Elyse, at the Peloton Interactive Experience, where attendees could test the bikes and race against one another.

Government, Marketing, and the Creative Industries

Government involvement is a major factor in bringing Formula 1 to Las Vegas, particularly through the Las Vegas Convention and Visitors Authority (LVCVA). The organization supports the race with large-scale marketing campaigns, official sponsorships, and by positioning the event as a must-see tourist attraction. According to Sports Business Journal, this investment totals around $20 million between 2026 and 2027, covering everything from ticket sponsorships to event-related costs.

Of course, hosting a Formula 1 race on the Las Vegas Strip comes with its challenges. Closing one of the most famous streets in the United States requires careful planning, coordination, and creative strategy at every level. From global promotional campaigns to immersive fan experiences, the creative industries are essential in turning the race from a single weekend event into a city-wide spectacle. Along the Strip, visitors are constantly surrounded by interactive experiences, flashing lights, and the unmatched glamour and excitement that only Formula 1 can deliver.

Even though navigating the Strip during race week can feel like a hassle, with streets completely closed and traffic at a standstill, the event continues to draw massive attention and revenue. As long as the race keeps generating money and global exposure, Las Vegas is likely to remain committed to hosting it. While the full financial payoff will take years to unfold, everything so far suggests that the Las Vegas Grand Prix is already proving to be a success.

As we can see, a global spectacle like Formula 1 could not happen without the support of the government and the countless teams of people working behind the scenes to make it all possible. From creating jobs to staging massive advertisements visible across the Strip, including on the Sphere, to giving fans the thrill of hearing high-speed cars roar through the streets, every element comes together to create an unforgettable experience.

Photo courtesy of Estefania Rosas. A nighttime overview of the track featuring the iconic Las Vegas Sphere, which showcased rotating advertisements throughout the event.

This season promises to be especially exciting with 11 teams on the grid, Checo Pérez back in action, Cadillac joining the championship, and plenty of surprises ahead. It will be fascinating to watch how the creative industries continue to shape and elevate this sport, turning it into more than just a race but a full-scale entertainment phenomenon.

What do you think is the most impressive part of bringing Formula 1 to a city like Las Vegas the engineering, the event production, or the cultural spectacle it creates?