Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Sports

Inside Formula 1’s $500 Million Vegas Splurge

Through six-figure events, influencer trips and merch releases, brands are betting big on F1′s much-hyped return to Sin City.
TK
Formula 1 has spent over $500 million in transforming the Las Vegas Strip into a racetrack in preparation for the long-awaited Grand Prix this weekend. (Getty Images)
By
BoF PROFESSIONAL

From a sporting perspective, Formula 1’s marquee race in Las Vegas this weekend will have little effect on the outcome of the overall competition. Red Bull Racing’s star Dutch driver Max Verstappen was already crowned as the winner of the 2023 championship back in early October, with six races of the season still to go.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Case Study | Fashion’s New Rules For Sports Marketing

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

How Fashion Entered the Formula One Race

A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend”.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Sports
How the collision of sports and fashion is creating new opportunities in both industries.

Why Adidas Is Suing a Sneaker Leaker

The activewear giant’s legal action against the popular sneaker news site Sole Retriever exposes hidden fault lines in the industry's relationship with the media that covers it.

Adidas’ Power Play Against Leakers

Adidas filed one of the strangest lawsuits that you’ll see in sneakers. It could have implications for how consumers get their information moving forward.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.