F1, the most prestigious motorsport event on the planet, descended on Vegas for the inaugural Las Vegas Grand Prix. With F1 routing the race around our new landmark, we turned the Exosphere into the world’s most innovative canvas, taking the LVGP to a whole new level never seen before. With millions watching, we harnessed the spectacular power of Sphere’s proprietary technology, programming it with custom-created ‘real-time’ content that activated fans on-ground and around the globe, amplifying the LVGP experience. Sphere didn’t just elevate one of the most spectacular and iconic experiences in sports, it made the Grand Prix even grander.

In July of 2023, Sphere said ‘Hello World’. In the same year, F1 was launching the inaugural Las Vegas Grand Prix with the race circuit literally going around Sphere.

Our challenge was to create a new kind of spectacle that would take the LVGP to a new level, differentiating it from any other F1 race before. Together, F1 and Sphere seized the opportunity to drive a new form of sports spectacle for the Las Vegas debut.

With over 315,000 fans descending into the city and millions around the globe following the race on-ground and on social, Sphere delivered a whole new magnitude for F1 by putting fans in the driver’s seat through larger-than-life experiences. Sphere beamed each race moment and milestone, elevating fans’ connection to the race, and enabling them to feel closer than ever before.

As the centerpiece of F1’s Las Vegas Grand Prix, Sphere Entertainment brought the Exosphere to life, creating an art gallery and digital brand canvas like no other with programming that enabled the world to see, feel and experience F1 like never before.

With the inaugural F1 LVGP coming to Las Vegas, Sphere’s objective was to elevate the already prestigious and iconic event and deliver a new level of spectacle for F1. Not only was the course built around Sphere physically, but Sphere would prove central to the race experience itself, providing added emotion and excitement to the event that resonated with fans globally. The Sphere LVGP Experience signaled a new level of ambition for F1.

To elevate the Las Vegas Grand Prix, Sphere Entertainment partnered with F1 and the City of Las Vegas to inaugurate the most spectacular motorsports event the world has ever seen – The F1 LVGP Sphere Experience – a first-of-its kind partnership that made the Grand Prix even grander.

With Sphere at the center of the LVGP race, both physically and on screens around the world, the larger-than-life programming seamlessly amplified the race experience. By showcasing drivers and updates on a scale never seen before, the Sphere made the race an even larger event. Brand partners also had an exciting new canvas to play on.

The Sphere gave F1 a whole new center point, helping it go viral instantly and amplifying F1 like never before.

With the first ever F1 race set to take over the streets of Las Vegas, we knew it was the perfect opportunity for Sphere to showcase its ability to take live events to a whole new level.

Our target audience was twofold, the first being those coming to Vegas for the race, but also the 2.7 billion viewers worldwide tuning into the broadcast.

With the LVGP racetrack wrapping around Sphere, we partnered with F1 to bring the Exosphere to life with stunning content, ensuring it would become a pivotal part of the race experience.

Our goal was to ensure that the first ever LVGP race would catapult F1 to a whole new level of spectacle. By partnering the most iconic race on the planet with the world’s most technologically advanced building, Sphere redefined the F1 experience.

F1’s live content on Sphere was ever-present during LVGP, transforming the Vegas skyline into a dynamic cityscape that elevated the race to a new level. The ‘living architecture’ became a global beacon beaming live epic race moments, queueing up real-time pole positions with dynamic, larger-than-life showcases of every F1 driver and their legendary cars, and providing iconic cutaway for news outlets and live telecast. Fans could appear in the middle of the course by seeing themselves live on Exosphere. Sphere’s resident Emoji mascot even joined in on the action wearing an F1 helmet while tracking racecars as they sped around the bend. And when the checkered flag waved, the winner’s podium took over the skyline. If that wasn’t enough, the world’s biggest brands competed on an unbelievable new medium, jockeying for position in what quickly became the premiere canvas for advertiser moments.

Sphere amplified the grandeur of F1 in a way like no other, on a scale never seen before, garnering millions of views and thousands of likes in global impressions and stepping up to the challenge by becoming a spectacle as grand as the Grand Prix itself.

With millions tuning in to view the race all over the world we saw amazing success through social metrics as well as our Exosphere F1 content being prominently featured throughout the entire race broadcast across media channels.

- 13.8B Total Reach

- 162M Estimated Reach

- +258% Total Mentions

- 35.9M+ Impressions

- 28.3M+ Views

- 1.56M+ Likes