F1 ropes in Las Vegas Sphere for Vegas race

Formula One has booked out the Las Vegas Sphere for this weekend’s inaugural Las Vegas Grand Prix 2023, with the Las Vegas Sphere set to produce content throughout the weekend. 

The sphere will showcase F1 content on the LED screen showcasing driver helmets, driver cards, in-race content, real-time pole positions and custom podium graphics. British car manufacturer Aston Martin, who also have an F1 team, will be promoting their DBX707 and DB12 on the sphere’s Exosphere during the weekend’s events.

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Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, commented,

“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.”

Emily Prazer, Chief Commercial Officer of the Las Vegas Grand Prix, added,

“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.”