There’s something different in the air when Formula 1 hits Miami. It’s not just Florida’s humid heat or the South Beach skyline — it’s the fresh new liveries, the merchandising boom, and that unique vibe that turns the Miami Grand Prix into a glamorous catwalk.
Once again this year, Ferrari and Racing Bulls have announced they’ll be racing with special liveries — and even more teams have launched exclusive merchandise: Mercedes, Ferrari, Aston Martin, Williams, McLaren, Alpine, Red Bull. That’s nearly two-thirds of the grid. But why Miami? What makes this event so magnetic for the teams?
Miami isn’t just one of three US races on the calendar, alongside Austin and Las Vegas — it’s the first to take place during the season, strategically positioned as the perfect showcase for the American audience (and beyond). With the circuit winding around the Hard Rock Stadium, in a setting that’s as scenic as it is glamorous, the race becomes an ideal stage for sponsors.
What might seem at first glance like a simple aesthetic gimmick is actually part of a carefully crafted commercial strategy. Teams tap into American culture — which values exclusivity and novelty — to launch products that go beyond their traditional colors. The ‘Miami Edition’ collections lean into a more streetwear and urban vibe, featuring bold tones inspired by South Beach architecture and neon palettes straight out of GTA Vice City. This makes them more appealing to a casual audience, not necessarily tied to motorsport.
Then there are the sponsors. American brands like Visa (Racing Bulls), HP (Ferrari), and Dorilton Capital (owner of Williams) have a strong interest in boosting their visibility at their home race. A livery — whether special or not — is still a moving advertising campaign.
There’s another factor working in Miami’s favor: the city serves as a cultural and economic bridge between the United States, Latin America, and the Caribbean. Race weekend, therefore, becomes an opportunity for teams to strengthen their presence in key markets that extend well beyond U.S. borders.
Some even speculate that there may be a more or less explicit push from Liberty Media to make Miami an unmissable event. After all, a race that looks and feels special — from the liveries to the merch to the fake marina with yachts — is easier to sell to people who don’t follow every race on the calendar. It’s the logic of FOMO: if Miami stands out, it’s worth tuning in.
This strategy certainly adds a splash of visual freshness to a season that, with a record-long calendar, runs the risk of becoming repetitive. However, some see this trend as a commercial drift that could strip teams of their historic identities, blending them into Miami-inspired color schemes and turning them more into fashion brands than Formula 1 teams.
As is often the case, the balance between tradition and marketing is a delicate one. With all its vibrancy, Miami is the perfect (American football) stadium where these two worlds collide. Like it or not, the takeaway is clear: modern F1 is as much about marketing and showbiz as it is about racing.
Photo: Formula 1 on X, Ferrari Multimedia