Let’s get one factor straight: the Monaco Grand Prix is simply as particular as everybody tells you it’s. The historical past, the status, the European glamour – it’s absolute magic. For many years, the 78-lap race across the streets of Monte Carlo has been unmatched in spectacle and standing. It’s lengthy been the occasion for manufacturers and sponsors to point out up and present out – whether or not on land or moored aboard a superyacht within the harbour.
However over the previous few years, beneath Liberty Media’s stewardship, Monaco’s once-unrivaled standing has began to really feel a tad shared. Enter Miami and Las Vegas: glitzy additions to the calendar designed to develop F1’s American footprint. These races are characterised by luxurious hospitality choices, A-list musical acts, trend collaborations, movie star partnerships, and much too many model occasions and events to rely.
So once I jetted throughout the Atlantic for my first Monaco Grand Prix, after years masking races within the US, I braced myself for a whirlwind of off-track buzz. However the week felt surprisingly quiet.
Alex Albon, Williams, Yuki Tsunoda, Purple Bull Racing, Montero Mundt, George Russell Mercedes, Rebecca Donaldson, mannequin, Pierre Gasly, Alpine and Carlos Sainz, Williams, attend the personal screening of The F1 film previous to the Monaco GP
Picture by: Bryn Lennon – Method 1/Method 1 by way of Getty Pictures
The week kicked off with a screening of the F1 film, attended by drivers, group principals and choose paddock personnel. The occasion was highly-publicized, and although we weren’t in attendance, we requested each driver for his or her ideas the next morning. The movie dominated early-week chatter, making it really feel like a primary alternative to lean into the hype – invite Brad Pitt and his forged mates, maintain the momentum going. However there was no follow-up, and by Saturday, the film had vanished from the dialog.
Promotion is predicted to ramp again up in Canada early subsequent month, forward of the movie’s June launch, but it surely got here as a shock that F1 – for no matter cause – opted to not use Monaco as a tentpole second for the film’s promo. Particularly after Miami’s huge rollout simply weeks earlier, which featured a devoted storage and appearances from top-tier expertise tied to the soundtrack.
On the movie star entrance, footballers Kylian Mbappé, Kevin Trapp and Thibaut Courtois made appearances on Sunday in Monaco, together with Amazon billionaire Jeff Bezos, mannequin Naomi Campbell and pop star Dua Lipa, although the latter solely appeared through the Porsche Supercup grid as a part of a sponsor dedication.
Kylian Mbappe forward of the Monaco GP.
Picture by: Jakub Porzycki/NurPhoto by way of Getty Pictures
Derek Chang, Chief Government Officer of Liberty Media Company, Jeff Bezos and Lauren Sanchez on the grid
Picture by: Sam Bloxham / Motorsport Pictures by way of Getty Pictures
However a number of A-listers anticipated to attend had been no-shows—suggesting, maybe, that they merely opted out last-minute. I do know, I do know, cue the ‘we don’t care about celebrities’ feedback. However this level is definitely fairly indicative of the Monaco Grand Prix’s place in tradition.
After I requested a number of in-the-know folks within the paddock in regards to the slight lack of sparkle I used to be witnessing in Monaco, many stated the exorbitant prices and logistical nightmare that’s navigating the Principality made internet hosting massive numbers of friends a headache with out important pay-off. The paddock – a three-person extensive slip highway – is a hike from the pit lane. Most VIPs are break up between the small viewing space above the garages, and different suites located trackside or on yachts moored close by.
Max Verstappen, Purple Bull Racing
Picture by: Sam Bagnall / Motorsport Pictures by way of Getty Pictures
Don’t get me improper, there have been nonetheless loads of billionaires on boats and a handful of glitzy events celebrating sponsorship bulletins. It’s no secret that F1 groups want massive cash to go racing, however many of those sponsors are actually seeking to the US the place they will converse on to extra customers and hope to have an even bigger impression. From a VIP internet hosting perspective, races like Miami and Las Vegas merely have extra space, and the logistics are far much less headache-inducing.
Now, how does LVMH match into this? The French luxurious conglomerate inked a billion-dollar, decade-long take care of F1 firstly of the 2025 season and rapidly made its presence recognized in all areas of the game. In Monaco, it was all in regards to the firm’s watch maison TAG Heuer, which turned the primary title sponsor within the race’s historical past.
British mannequin, actress and activist Naomi Campbell appears to be like on from the pit lane forward the Method One Monaco Grand Prix on the Circuit de Monaco, on Could 25, 2025. (Picture by Gabriel BOUYS / AFP)
The watchmaker hosted a star-studded bash Saturday night time aboard its mega yacht, with friends like Patrick Dempsey and Lee Jung-jae, and performances by Lola Younger and Naomi Campbell (in her international DJ debut). It was the get together of the weekend – maybe the one one which felt on par with the half-dozen headline occasions thrown in Miami.
To be clear, none of that is essentially a nasty factor. Monaco will all the time be capable of stand by itself with out all of the advertising and marketing bells and whistles, however as Liberty Media continues its push for American growth, it is going to be fascinating to see whether or not that continues to impression the feel and appear of the storied Monaco Grand Prix weekend.
On this article
Emily Selleck
Method 1
Tradition
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