The Big Impression — Formula 1’s Emily Prazer on Revving Up American Enthusiasm through an ‘Always-On Dynamic’

Podcast: The Big Impression
Episode: Formula 1’s Emily Prazer on revving up American enthusiasm through an ‘always-on dynamic’
Date: November 19, 2025
Guest: Emily Prazer (President & CEO, Las Vegas Grand Prix and Chief Commercial Officer, Formula 1)
Hosts: Damian Fowler and Ilyse Liffreing

Episode Overview

This episode features Emily Prazer, President and CEO of the Las Vegas Grand Prix and Chief Commercial Officer of Formula 1. The discussion delves into how Formula 1 has turbocharged its brand and fan engagement in the U.S. market, especially through Las Vegas, and how the sport is shifting to an “always-on” brand strategy. The hosts and Prazer explore marketing innovations, audience engagement, partnerships, the impact of media (including “Drive to Survive”), and how F1 is positioning itself within the broader entertainment and lifestyle space.

Key Discussion Points and Insights

Building the Las Vegas Grand Prix as a Year-Round Destination

[01:14-03:42]

Evolution of Strategy: The first year focused on building infrastructure (notably the “Grand Prix Plaza”), while the subsequent years have centered on owning and activating that presence year-round.
New Experiences: Introduction of F1 Drive (karting), the Fool & Fork restaurant, and the immersive F1X experience for continuous fan engagement outside race weekend.
Local Activation: Vegas now hosts ongoing activations “since the day after the race last year,” contrasting with the crescendo-style marketing of previous years.

"The marketing's ramped up...Locally, we've been able to activate since kind of like the day after the race last year, all the way through this year."
— Emily Prazer [01:56]

Milestone Marketing and Local Engagement

[02:40-03:42]

Milestones Matter: Big promotional efforts around the “100 Day Countdown” and other key moments leverage Vegas’ last-minute market nature.
Focusing on Feeder Races: Amplifying marketing around major races like Singapore, Austin, and Mexico, which drive interest and fan traffic to Las Vegas.

"Vegas is somewhat a last minute market...We see the most activity from 100 days through to November."
— Emily Prazer [02:54]

Expanding Formula 1 Beyond Racing

[03:42-05:04]

Business & Culture: The introduction of the F1 Business Summit solidifies Las Vegas not just as a race, but as a weeklong destination for business and cultural activities.
Intentional Growth: Learning from NFL and WWE, F1 intentionally seeks to become a lifestyle brand, not just a sporting event.

"We're very fortunate that...we actually have really good opportunity for shoulder programming...It was very intentional."
— Emily Prazer [04:03]

Partnerships and the Lifestyle Brand Evolution

[05:04-08:07]

Social Media Breakthrough: Since Liberty Media’s acquisition, F1 embraced drivers’ social profiles and behind-the-scenes realities, punctuated by “Drive to Survive.”
Brand Extension: Licensing partnerships and collaborations (e.g., LEGO, Tag Heuer) facilitate omnipresence in retail and lifestyle spaces.
Consumer Focus: Shift from B2B sponsors to consumer brands, inspired by American sports’ model of widespread merchandise and accessibility.

"The thought process was we want to sign less B2B organizations, more consumer brands...How do we show up in every shopping mall, not just in North America, but globally?"
— Emily Prazer [07:06]

Global Identity, Local Flavor

[08:07-09:28]

Balancing Global and Local: F1 retains its international identity, but tailors the Vegas, Austin, and Miami events to local culture and expectations.
No ‘America’s Race’: Instead, it's about authentic local experiences within a global framework.

"The benefit of being a global sport is we're global, but in each of those destinations we act very local."
— Emily Prazer [08:31]

Changing Media Rights and Marketing Tactics

[09:28-11:00]

Newfound Confidence: Access and rights haven’t radically changed, but F1’s willingness to experiment with new types of content and fan engagement has expanded, using Vegas as a testbed for innovation (e.g., TikTok store launch).
Partnership Evolution: Example of American Express growing from a Vegas-only to a global partner due to the strategy’s success.

"You'll see obviously that we have lots of short form content...We're launching our first TikTok store in a couple of weeks, which I never thought we would be in a place to do."
— Emily Prazer [09:52]

Understanding and Catering to U.S. Fans

[11:00-13:00]

Preference for Variety: American fans seek flexibility and entertainment beyond just the race, with options to engage in Vegas’ broader attractions.
Demographic Surprise: Vegas attendance is around 80% domestic (U.S.), not as international and high-end as initially predicted.
Fan Mix: High demand from Mexico, Canada, and U.S. travelers.

"We thought that it would be very, very high end and mostly international. It's actually around 80% domestic..."
— Emily Prazer [12:29]

Feedback and Fan Impact

[13:00-13:47]

Positive Racing Surprises: High number of overtakes and race quality at Vegas have been a hit with sponsors and broadcasters.
Operational Learnings: Success in self-promoting their events is seen as a key achievement.

"What we were all really surprised about was the quality of the racing. I think it has the most overtakes on the Formula 1 calendar."
— Emily Prazer [13:16]

Growth Metrics and Broader Objectives

[13:54-14:55]

KPIs: While revenue and ticket sales are paramount, expanding fandom and brand engagement are major goals for F1’s commercial team.
US Expansion: Strategic focus on the U.S. (and Asia post-COVID) has driven success, with Miami serving as an early learning model.

"Brand extension and growing the fandom and being engaged, giving another touchpoint to the US audience..."
— Emily Prazer [14:01]

The Power of “Drive to Survive”

[15:09-16:34]

Media as Access Point: The Netflix docuseries has been transformative for fan education and building parasocial connections with drivers and teams, key for attracting new and younger fans.
Strategic Shift: Marketing now accommodates diverse audiences and prioritizes short-form, omnichannel approaches.

"Formula 1 needs to be accessible for the next generation of fans to truly understand it...They care about the competitive nature...but they also want to understand the personalities behind the sport."
— Emily Prazer [15:13]

Broadcasting Power and Digital Innovation

[17:00-20:38]

Production Autonomy: F1's unique in-house broadcasting capability at Biggin Hill enables greater control and flexibility.
Tech & AI: Excitement around data, AI, and digital activations, with a focus on “brand equity” while carefully navigating new technology adoption.
Creative Activations: Viral success with the LEGO car race in Miami; continued emphasis on innovative, non-race experiences.

"Formula One owns its own broadcast capability...We have remote operations at the track that go back to Biggin Hill and we have 180 broadcasters globally."
— Emily Prazer [17:08]

Adapting Operations and Show Timing

[20:38-21:53]

Earlier Race Start: Las Vegas Grand Prix will now start at 8pm instead of 10pm to improve operational efficiency and cater to local and East Coast audiences.
Complex Logistics: Unique challenge of opening and closing the Strip repeatedly rather than closing it for a week, to minimize local disruptions.

"We are opening and closing the track every three hours....You're in one of the busiest roads in North America..."
— Emily Prazer [22:16]

What Keeps the CEO Up at Night

[22:08-23:09]

Evolving Pressures: Shift from ticket sales to security and operations, with the scale and logistics of the Vegas event being a major concern.

"In the lead up, it's like I'm not sleeping at all...We are opening and closing the track every three hours..."
— Emily Prazer [22:16]

U.S. Sponsorship and League-Level Access

[23:09-24:03]

Access Limitations: Prazer envies the level of access the NFL or NBA enjoys with their teams for sponsorship, in contrast to F1’s more restricted “Concorde Agreement.”
Admiration for U.S. Leagues: Prazer praises the NFL and NBA’s pervasive marketing, league-first promotion, and their ability to foster widespread fandom.

"I'd love to have the same access to the teams that NFL and NBA have...We have some restrictions there."
— Emily Prazer [23:25]

"The NBA and the NFL, you know, they just do it so unbelievably well. And they have fandom here like I've never witnessed."
— Emily Prazer [24:03]

Notable Quotes & Memorable Moments

“The marketing's ramped up...Locally, we've been able to activate since kind of like the day after the race last year, all the way through this year.”
— Emily Prazer [01:56]
“The thought process was we want...more consumer brands...How do we show up in every shopping mall, not just in North America, but globally?”
— Emily Prazer [07:06]
"The benefit of being a global sport is we're global, but in each of those destinations we act very local."
— Emily Prazer [08:31]
"You need to give [American fans] variety....They're looking for kind of all-round entertainment, not just coming to watch the Formula One event."
— Emily Prazer [11:18]
"Formula One needs to be accessible for the next generation of fans to truly understand it."
— Emily Prazer [15:13]
"In the lead up, it's like I'm not sleeping at all...We are opening and closing the track every three hours."
— Emily Prazer [22:16]
"NBA and NFL do it so unbelievably well...I still can't believe how each of the TV channels cross-promote each other for other games...It's always there telling me what to do, telling me how to watch it. And I really admire how good they are at getting in my head."
— Emily Prazer [24:03–24:43]

Timestamps for Key Segments

[01:14] — Emily on building year-round engagement with Grand Prix Plaza and Vegas
[02:40] — 100-day countdown and timely marketing activations
[03:42] — Broadening into business and cultural programming with F1 Business Summit
[05:04] — F1's transformation into a lifestyle brand and partnership strategies
[08:07] — Balancing U.S. localization with global brand identity
[09:28] — Innovations in fan access, social content, and testing in Vegas
[11:00] — Distinct needs of U.S. fans and the evolving event offering
[13:00] — Feedback on race quality, fan experience, and sponsor partnerships
[13:54] — KPIs: revenue, production value, and fandom growth
[15:09] — The role and impact of "Drive to Survive"
[17:00] — Broadcasting and digital innovations; in-house production
[18:02] — AI, data, and viral marketing innovations (e.g., LEGO Miami activation)
[20:49] — Adjusting race start time in Vegas for audiences and operations
[22:08] — Operational challenges and CEO stressors
[23:19] — Sponsorship access and sports marketing in the U.S.
[24:03] — Prazer’s admiration for U.S. league-wide marketing

Episode Takeaways

Formula 1’s U.S. growth is built on blending global prestige with local context, using Vegas as an ongoing innovation lab.
Year-round fan engagement, consumer brand partnerships, and leveraging cultural moments are central to F1’s strategy.
Shows like “Drive to Survive” have transformed F1’s fanbase and marketing playbook, making the sport more accessible and resonant with new audiences.
Operational and logistical advances, plus media innovation, are key to keeping F1 at the forefront of global sports and entertainment.

This summary captures the depth, innovation, and evolving strategy discussed in the episode, offering a comprehensive view for anyone curious about how F1 is revving up U.S. enthusiasm and redefining what it means to be an “always-on” global sports brand.

The Big Impression — Formula 1’s Emily Prazer on Revving Up American Enthusiasm through an ‘Always-On Dynamic’

Episode Overview

Key Discussion Points and Insights

Building the Las Vegas Grand Prix as a Year-Round Destination

[01:14-03:42]

Evolution of Strategy: The first year focused on building infrastructure (notably the “Grand Prix Plaza”), while the subsequent years have centered on owning and activating that presence year-round.
New Experiences: Introduction of F1 Drive (karting), the Fool & Fork restaurant, and the immersive F1X experience for continuous fan engagement outside race weekend.
Local Activation: Vegas now hosts ongoing activations “since the day after the race last year,” contrasting with the crescendo-style marketing of previous years.

"The marketing's ramped up...Locally, we've been able to activate since kind of like the day after the race last year, all the way through this year."
— Emily Prazer [01:56]

Milestone Marketing and Local Engagement

[02:40-03:42]

Milestones Matter: Big promotional efforts around the “100 Day Countdown” and other key moments leverage Vegas’ last-minute market nature.
Focusing on Feeder Races: Amplifying marketing around major races like Singapore, Austin, and Mexico, which drive interest and fan traffic to Las Vegas.

"Vegas is somewhat a last minute market...We see the most activity from 100 days through to November."
— Emily Prazer [02:54]

Expanding Formula 1 Beyond Racing

[03:42-05:04]

Business & Culture: The introduction of the F1 Business Summit solidifies Las Vegas not just as a race, but as a weeklong destination for business and cultural activities.
Intentional Growth: Learning from NFL and WWE, F1 intentionally seeks to become a lifestyle brand, not just a sporting event.

"We're very fortunate that...we actually have really good opportunity for shoulder programming...It was very intentional."
— Emily Prazer [04:03]

Partnerships and the Lifestyle Brand Evolution

[05:04-08:07]

Social Media Breakthrough: Since Liberty Media’s acquisition, F1 embraced drivers’ social profiles and behind-the-scenes realities, punctuated by “Drive to Survive.”
Brand Extension: Licensing partnerships and collaborations (e.g., LEGO, Tag Heuer) facilitate omnipresence in retail and lifestyle spaces.
Consumer Focus: Shift from B2B sponsors to consumer brands, inspired by American sports’ model of widespread merchandise and accessibility.

"The thought process was we want to sign less B2B organizations, more consumer brands...How do we show up in every shopping mall, not just in North America, but globally?"
— Emily Prazer [07:06]

Global Identity, Local Flavor

[08:07-09:28]

Balancing Global and Local: F1 retains its international identity, but tailors the Vegas, Austin, and Miami events to local culture and expectations.
No ‘America’s Race’: Instead, it's about authentic local experiences within a global framework.

"The benefit of being a global sport is we're global, but in each of those destinations we act very local."
— Emily Prazer [08:31]

Changing Media Rights and Marketing Tactics

[09:28-11:00]

Newfound Confidence: Access and rights haven’t radically changed, but F1’s willingness to experiment with new types of content and fan engagement has expanded, using Vegas as a testbed for innovation (e.g., TikTok store launch).
Partnership Evolution: Example of American Express growing from a Vegas-only to a global partner due to the strategy’s success.

"You'll see obviously that we have lots of short form content...We're launching our first TikTok store in a couple of weeks, which I never thought we would be in a place to do."
— Emily Prazer [09:52]

Understanding and Catering to U.S. Fans

[11:00-13:00]

Preference for Variety: American fans seek flexibility and entertainment beyond just the race, with options to engage in Vegas’ broader attractions.
Demographic Surprise: Vegas attendance is around 80% domestic (U.S.), not as international and high-end as initially predicted.
Fan Mix: High demand from Mexico, Canada, and U.S. travelers.

"We thought that it would be very, very high end and mostly international. It's actually around 80% domestic..."
— Emily Prazer [12:29]

Feedback and Fan Impact

[13:00-13:47]

Positive Racing Surprises: High number of overtakes and race quality at Vegas have been a hit with sponsors and broadcasters.
Operational Learnings: Success in self-promoting their events is seen as a key achievement.

"What we were all really surprised about was the quality of the racing. I think it has the most overtakes on the Formula 1 calendar."
— Emily Prazer [13:16]

Growth Metrics and Broader Objectives

[13:54-14:55]

KPIs: While revenue and ticket sales are paramount, expanding fandom and brand engagement are major goals for F1’s commercial team.
US Expansion: Strategic focus on the U.S. (and Asia post-COVID) has driven success, with Miami serving as an early learning model.

"Brand extension and growing the fandom and being engaged, giving another touchpoint to the US audience..."
— Emily Prazer [14:01]

The Power of “Drive to Survive”

[15:09-16:34]

Media as Access Point: The Netflix docuseries has been transformative for fan education and building parasocial connections with drivers and teams, key for attracting new and younger fans.
Strategic Shift: Marketing now accommodates diverse audiences and prioritizes short-form, omnichannel approaches.

"Formula 1 needs to be accessible for the next generation of fans to truly understand it...They care about the competitive nature...but they also want to understand the personalities behind the sport."
— Emily Prazer [15:13]

Broadcasting Power and Digital Innovation

[17:00-20:38]

Production Autonomy: F1's unique in-house broadcasting capability at Biggin Hill enables greater control and flexibility.
Tech & AI: Excitement around data, AI, and digital activations, with a focus on “brand equity” while carefully navigating new technology adoption.
Creative Activations: Viral success with the LEGO car race in Miami; continued emphasis on innovative, non-race experiences.

"Formula One owns its own broadcast capability...We have remote operations at the track that go back to Biggin Hill and we have 180 broadcasters globally."
— Emily Prazer [17:08]

Adapting Operations and Show Timing

[20:38-21:53]

Earlier Race Start: Las Vegas Grand Prix will now start at 8pm instead of 10pm to improve operational efficiency and cater to local and East Coast audiences.
Complex Logistics: Unique challenge of opening and closing the Strip repeatedly rather than closing it for a week, to minimize local disruptions.

"We are opening and closing the track every three hours....You're in one of the busiest roads in North America..."
— Emily Prazer [22:16]

What Keeps the CEO Up at Night

[22:08-23:09]

Evolving Pressures: Shift from ticket sales to security and operations, with the scale and logistics of the Vegas event being a major concern.

"In the lead up, it's like I'm not sleeping at all...We are opening and closing the track every three hours..."
— Emily Prazer [22:16]

U.S. Sponsorship and League-Level Access

[23:09-24:03]

Access Limitations: Prazer envies the level of access the NFL or NBA enjoys with their teams for sponsorship, in contrast to F1’s more restricted “Concorde Agreement.”
Admiration for U.S. Leagues: Prazer praises the NFL and NBA’s pervasive marketing, league-first promotion, and their ability to foster widespread fandom.

"I'd love to have the same access to the teams that NFL and NBA have...We have some restrictions there."
— Emily Prazer [23:25]

"The NBA and the NFL, you know, they just do it so unbelievably well. And they have fandom here like I've never witnessed."
— Emily Prazer [24:03]

Notable Quotes & Memorable Moments

“The marketing's ramped up...Locally, we've been able to activate since kind of like the day after the race last year, all the way through this year.”
— Emily Prazer [01:56]
“The thought process was we want...more consumer brands...How do we show up in every shopping mall, not just in North America, but globally?”
— Emily Prazer [07:06]
"The benefit of being a global sport is we're global, but in each of those destinations we act very local."
— Emily Prazer [08:31]
"You need to give [American fans] variety....They're looking for kind of all-round entertainment, not just coming to watch the Formula One event."
— Emily Prazer [11:18]
"Formula One needs to be accessible for the next generation of fans to truly understand it."
— Emily Prazer [15:13]
"In the lead up, it's like I'm not sleeping at all...We are opening and closing the track every three hours."
— Emily Prazer [22:16]
"NBA and NFL do it so unbelievably well...I still can't believe how each of the TV channels cross-promote each other for other games...It's always there telling me what to do, telling me how to watch it. And I really admire how good they are at getting in my head."
— Emily Prazer [24:03–24:43]

Timestamps for Key Segments

[01:14] — Emily on building year-round engagement with Grand Prix Plaza and Vegas
[02:40] — 100-day countdown and timely marketing activations
[03:42] — Broadening into business and cultural programming with F1 Business Summit
[05:04] — F1's transformation into a lifestyle brand and partnership strategies
[08:07] — Balancing U.S. localization with global brand identity
[09:28] — Innovations in fan access, social content, and testing in Vegas
[11:00] — Distinct needs of U.S. fans and the evolving event offering
[13:00] — Feedback on race quality, fan experience, and sponsor partnerships
[13:54] — KPIs: revenue, production value, and fandom growth
[15:09] — The role and impact of "Drive to Survive"
[17:00] — Broadcasting and digital innovations; in-house production
[18:02] — AI, data, and viral marketing innovations (e.g., LEGO Miami activation)
[20:49] — Adjusting race start time in Vegas for audiences and operations
[22:08] — Operational challenges and CEO stressors
[23:19] — Sponsorship access and sports marketing in the U.S.
[24:03] — Prazer’s admiration for U.S. league-wide marketing

Episode Takeaways

Formula 1’s U.S. growth is built on blending global prestige with local context, using Vegas as an ongoing innovation lab.
Year-round fan engagement, consumer brand partnerships, and leveraging cultural moments are central to F1’s strategy.
Shows like “Drive to Survive” have transformed F1’s fanbase and marketing playbook, making the sport more accessible and resonant with new audiences.
Operational and logistical advances, plus media innovation, are key to keeping F1 at the forefront of global sports and entertainment.

Formula 1’s Emily Prazer on revving up American enthusiasm through an ‘always-on dynamic’

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Summary

The Big Impression — Formula 1’s Emily Prazer on Revving Up American Enthusiasm through an ‘Always-On Dynamic’

Episode Overview

Key Discussion Points and Insights

Building the Las Vegas Grand Prix as a Year-Round Destination

Milestone Marketing and Local Engagement

Expanding Formula 1 Beyond Racing

Partnerships and the Lifestyle Brand Evolution

Global Identity, Local Flavor

Changing Media Rights and Marketing Tactics

Understanding and Catering to U.S. Fans

Feedback and Fan Impact

Growth Metrics and Broader Objectives

The Power of “Drive to Survive”

Broadcasting Power and Digital Innovation

Adapting Operations and Show Timing

What Keeps the CEO Up at Night

U.S. Sponsorship and League-Level Access

Notable Quotes & Memorable Moments

Timestamps for Key Segments

Episode Takeaways

Summary

The Big Impression — Formula 1’s Emily Prazer on Revving Up American Enthusiasm through an ‘Always-On Dynamic’

Episode Overview

Key Discussion Points and Insights

Building the Las Vegas Grand Prix as a Year-Round Destination

Milestone Marketing and Local Engagement

Expanding Formula 1 Beyond Racing

Partnerships and the Lifestyle Brand Evolution

Global Identity, Local Flavor

Changing Media Rights and Marketing Tactics

Understanding and Catering to U.S. Fans

Feedback and Fan Impact

Growth Metrics and Broader Objectives

The Power of “Drive to Survive”

Broadcasting Power and Digital Innovation

Adapting Operations and Show Timing

What Keeps the CEO Up at Night

U.S. Sponsorship and League-Level Access

Notable Quotes & Memorable Moments

Timestamps for Key Segments

Episode Takeaways