Last updated: 18/11/2025

The Las Vegas GP isn’t just one of Formula 1’s newest headline races, it has already become the sport’s biggest celebrity magnet. From A-list actors and chart-topping musicians to influencers with millions of followers, the F1 Las Vegas weekend is now a global pop-culture event. But behind the flashing lights, red carpets, and VIP paddock moments lies a serious business ecosystem built on branding, marketing, and media strategy.

In this article, we break down why the Las Vegas Grand Prix attracts such star power, how teams leverage celebrity influence, and why VIP culture is becoming one of the most profitable segments of F1.

Why the Las Vegas GP Became F1’s No.1 Celebrity Magnet

The core appeal of the Las Vegas GP is a combination of timing, location, and spectacle:

• Night race on the Strip – visually unmatched, ideal for photos, videos, and social content.
• High concentration of luxury brands – hotels, casinos, fashion, private aviation.
• The American market – F1’s fastest-growing fanbase lives on social media and celebrity culture.
• Proximity to LA – a short flight for A-listers and influencers.

Put simply, Vegas offers the perfect stage for F1: controlled chaos, high stakes, and a city built for entertainment.

Celebrities don’t just attend for fun – they attend because Vegas gives them global visibility. Every camera, smartphone, and TV feed is pointed at them. For many public figures, the Las Vegas GP is now as valuable as attending the Super Bowl or major award shows.

Public Perception: Fans Love It And Hate It

Public opinion on the celebrity takeover of the Formula 1 Las Vegas weekend is split.

The Good:

• It brings new eyes to the sport
• Social media explodes with content
• Brands invest more, which helps teams financially

The Bad:

• Some fans feel celebrities overshadow the racing
• VIP access can appear detached from “true F1 culture”
• Prices skyrocket, pushing out everyday fans

Yet, even critics admit one thing: the celebrity presence boosts the Las Vegas GP’s global profile. And, in the business world of F1, visibility equals revenue.

What are your thoughts? Feel free to contact us and let us know.

A-List Celebrities Who Have Attended the Las Vegas Grand Prix

The Las Vegas weekend routinely features top-tier stars. Past attendees include:

• Rihanna & ASAP Rocky
• Brad Pitt (also filming his F1 movie)
• Patrick Mahomes & Travis Kelce
• Justin Bieber
• Kylie Jenner
• Leonardo DiCaprio
• Bad Bunny
• David Beckham
• Gordon Ramsay
• Shaquille O’Neal

This is a lineup normally reserved for award shows and global premieres. The visibility F1 gets from this level of star power is enormous. Every celebrity arrival creates millions of impressions across Instagram, TikTok, and YouTube – and the Las Vegas GP capitalises heavily on it.

How Influencers Became Central to F1 Las Vegas Marketing

Influencers with millions of followers are now a core part of the F1 Las Vegas strategy Teams, sponsors, and hospitality brands invite creators to attend the race and generate real-time content.

Teams collaborate with influencers to:

• Launch new merch
• Promote behind-the-scenes content
• Drive younger audiences to the sport
• Create TikTok-friendly paddock moments

Brands use influencers to:

• Promote Las Vegas GP hotel packages
• Push VIP suite content
• Sell high-end experiences through aspirational marketing

Some creators are flown in, dressed by luxury brands, and given exclusive access – all because their posts help drive massive traffic.

How Teams Use Celebrities at the Las Vegas GP

F1 teams treat the Vegas weekend as a marketing goldmine. Their strategies typically involve:

1. Celebrity Ambassadors

Teams coordinate with celebrities to appear in the garage, wear team merchandise, or film content for social channels. Ferrari, Red Bull, and Mercedes are especially aggressive with this approach.

2. Branded Appearances

Teams partner with sponsors – like watchmakers, fashion labels, or airlines – to host special appearances during the Las Vegas GP.

3. Pre-Race Events

Launch parties, fashion collaborations, meet-and-greets, and joint brand activations all take place during the week leading up to the race.

4. Cross-Promotion

Celebrities post content from the paddock wearing team brands. Teams re-share it. Sponsors amplify it. It creates a loop of exposure that spreads around the world.

The Business of VIP Passes at the Las Vegas Grand Prix

The Las Vegas Grand Prix has some of the most expensive VIP experiences in all of sports. The reason? Demand from high-profile guests.

VIP offerings include:

• Paddock Club access (up to $20,000+ for the weekend)
• Team hospitality suites
• Exclusive rooftop viewing decks
• Luxury casino packages with race tickets
• Private club experiences with celebrities
• $100k+ “all-access” ultra-luxury passes

The VIP economy fuels the race’s profitability. Las Vegas is the only GP where hospitality revenue rivals sponsors and event partners.

Why Celebrity Culture Benefits F1

While not every fan loves the celebrity-heavy atmosphere, the business benefits are undeniable:

• Huge media coverage around the world
• Higher demand for tickets, suites, and hotels
• Increased sponsorship value for teams and the event
• More relevance in the US market
• Expanded audience demographics

F1 wants to become a mainstream American entertainment product, and the Las Vegas GP is the best stage to make that happen

Conclusion & FAQ

The Las Vegas GP has quickly become one of F1’s most influential weekends – not because of the race itself, but because of the business around it. Celebrity appearances, influencer marketing, VIP passes, team activations, and global media coverage all combine to turn the Formula 1 Las Vegas weekend into an entertainment spectacle unlike anything else on the calendar.

Love it or hate it, celebrity culture is now a central part of the Las Vegas Grand Prix, and its importance will only grow as F1 deepens its presence in the US.

• Related reading: 2025 Las Vegas Grand Prix Weekend: Ultimate Guide
• Related reading: F1 Americanisation Strategy: Why the Las Vegas GP is the Blueprint

FAQ

Why do so many celebrities attend the Las Vegas GP?

Because Vegas offers unmatched visibility, media reach, VIP access, and luxury hospitality – all designed to attract A-listers and influencers.

Do teams profit from celebrity appearances?

Indirectly, yes. Celebrity content boosts sponsor value, brand recognition, and social reach.

Are VIP passes worth the price?

For celebrities and high-spenders, the exclusivity and access justify the cost. For casual fans, it’s more of a luxury experience than a necessity.

Is the Las Vegas GP the most star-studded F1 race?

Yes. It now rivals Monaco but offers a more modern, entertainment-focused experience.