Photo via The Race

How F1 Experiences is captivating a new generation trackside

Formula 1’s hospitality arm, F1® Experiences, has redefined fan engagement since its launch in 2017 under Liberty Media’s ownership, expanding access beyond traditional high-end offerings. Led by Keith Bruce—who previously oversaw Super Bowl 50’s record-breaking $15 million charity drive and cutting-edge tech integration at Levi’s Stadium—F1® Experiences now caters to fans across all economic backgrounds, from casual spectators to ultra-wealthy enthusiasts.

The initiative opened previously restricted areas, introduced Thursday/Friday activities during quieter track periods, and leveraged the sport’s multi-day format to embed immersive experiences, unlike single-event sports where engagement is limited to pre- and post-match windows. Bruce’s background in major global events, including NBA, MotoGP™, and Churchill Downs®, underscores his strategy: F1’s three-day structure uniquely allows for deeper fan integration through experiential programming, demystifying the sport for newcomers while maintaining exclusivity for long-time supporters.

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