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Capitalizing on the explosion of the sport’s popularity, F1 Experiences is offering unprecedented access to the biggest stars in motorsport. President and CEO Brian Ruede’s driving force is to make fans feel a part of the sport they love.
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The sky is hazy with orange smoke as a Formula One car races round the final corner. The checkered flag waves feverishly as the grandstands rise. I’m at the Dutch Grand Prix as Oscar Piastri triumphantly crosses the finish line in his papaya McLaren, furthering his championship lead against teammate Lando Norris.

Since 2017, Formula One has seen an increase in interest from people traveling to attend a race weekend, resulting in record-breaking attendance. A new Formula One and Motorsport Network poll found that 73 percent of American fans plan to attend a race in the future. Traveling for sporting events has become a massive global trend, and Formula One is arguably at the forefront.

“We wanted to go beyond the traditional race weekend and create opportunities that had never existed before.”

- Brian Ruede

Catering to these car-crazed fans with money to burn is F1 Experiences. This VIP offering was launched in 2017, on the back of successful behind-the-scenes packages at the Kentucky Derby.

“The idea came from a desire to bring fans closer to the sport they love,” says Brian Ruede, President and CEO of F1 Experiences.

“We wanted to go beyond the traditional race weekend and create opportunities that had never existed before: exclusive access, behind-the-scenes moments and unique experiences that allow fans to feel like part of the action rather than just spectators.”


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With 827 million fans watching Formula One races around the globe, up 12 percent, the demand for these kinds of insider race moments has exploded.

“The recent surge in global interest, especially in the United States, has been incredible to witness. It’s translated into unprecedented demand and a clear appetite for deeper access to the sport,” Ruede says.

F1 Experiences is currently scheduled to have race packages at 14 of next year’s races, including Miami, Silverstone and Montreal. Fans can customize their weekend experience, choosing between Champions Club, Paddock Club and F1 Garage, each with different access and viewpoints to watch cars round the circuit.

Inside the garage

You’d have to be a team mechanic to get any closer to the action than with the F1 Garage weekend package. Enthusiasts can watch all the action from inside an F1 Garage adjacent to the teams along the pit lane. Celebrity chefs – from Gordon Ramsay to David ‘Papi’ Einhorn – cater meals here, and the bar is fully stocked with premium liquor, wine and beer.

Other insider offerings include a walk on the pit lane as mechanics practice their pit stops a few feet away. There’s a Photo Safari to take pictures from various off-limit locations around the track. And most uniquely, access to the podium celebration alongside the winning team as Champagne is sprayed from above.

Due to its ultra-exclusivity, there are only a few tickets available at select races throughout the season.

Relax in the paddock

Situated above the team’s garages, the Paddock Club package offers prime views of pit stops and the race’s start and finish. You’re so close to the teams that you may even be lucky enough to see a team principal walking the hallways.

At some races, there’s an option to book access to team hospitality suites, where the atmosphere is more subdued, and team personalities make appearances.

You’d have to be a team mechanic to get any closer to the action than with the F1 Garage weekend package.

Pre and post-race, it’s an all-inclusive food and alcohol buffet with free-flowing sparkling wine and passed hors d’oeuvres, including sliders, ceviche and local signature dishes. On top of that, there’s roof access with a live DJ for a bird’s-eye view of the race, a guided paddock tour as all your favorite drivers zoom by on scooters, and team principals walking to and fro.

And during wildly hot races, the enclosed, air-conditioned club is a much-welcome reprieve.

Rub shoulders with champions

Champions Club is a tier below the Paddock Club, but it still provides unique access and perks, including an open bar and a rotating menu of buffet dishes.

Anyone with a Champions Club pass has the opportunity to take photos with the trophy on the race track. Formula One personalities, including Karun Chandhok and David Croft, pop into Champions Club for 15-minute talks on stage.

But the best part is the guided Paddock Tour, where you get a peek inside the team’s hospitality suites, and, if you’re lucky, see a driver or two. Just note that not all Champions Club venues have views of the track, so double-check with the hospitality team before you buy.

As the Formula One fandom only intensifies, so will these exclusive experiences.

“We’re constantly expanding to deliver new ways to connect with the sport. Whether it’s holding a steering wheel, walking down the pit lane, or enjoying the best views of the action with world-class dining and a Champagne toast,” Ruede says.

“We create opportunities for every type of fan. From the hands-on enthusiast to the luxury seeker, our offerings are designed to cater to all passions.”

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