The Australian Grand Prix has lengthy been thought of among the best races on the F1 calendar for followers to attend. There’s no scarcity of GA areas with an incredible view of the monitor, toilet strains are brief, the eating choices are plentiful and public transport to Albert Park is extremely well-run. However as the game’s demographic has shifted over the previous decade – viewing figures now skew youthful and extra feminine – organizers haven’t shied away from embracing new followers by tailoring the race’s choices to them.
“Final yr, 44% of all attendees have been feminine, with a big portion within the 16-to-34 age vary,” Australian Grand Prix CEO Travis Auld advised Motorsport.com. This yr, the roster of occasion companions consists of Australian magnificence behemoth Mecca, skincare big La Roche-Posay, Gen Z-loved hair care enterprise Shark Magnificence, and self-tanning model Bondi Sands. Luxurious French style home, Louis Vuitton, can be concerned because the title sponsor of the race (as a part of F1’s billion-dollar world take care of LVMH).
“There was this perception that motorsport was for guys, and we’ve been making an attempt to show that’s not the case,” Auld defined. “We initially needed to push to point out manufacturers there was a spot for them right here and that they might develop on account of their affiliation with us. However as our demographic has shifted, they’ve began approaching us, so it’s a pleasant place to be in.”
Followers of Liam Lawson, Purple Bull Racing
Photograph by: Purple Bull Content material Pool
Not solely is Albert Park turning into more and more extra welcoming to younger ladies, with styling stations within the fan zone and stylish Melbourne restaurant pop-ups, but it surely’s additionally turn into a vacation spot for households. In consequence, the format of the venue has been reimagined into 4 distinct precincts, every catering to totally different audiences and guaranteeing followers don’t should trek lengthy distances throughout the park. “We’ve got Motorsport Straight for hardcore racing followers, Pit Cease Park for households, Melbourne Junction as a premium space, and Lakeside, which hosts the principle stage and leisure,” Auld mentioned.
Organizers construct a lot of the circuit from scratch each time F1 comes into city, which Auld mentioned permits them to “innovate, change, and push boundaries yr on yr.” One instance of mentioned innovation is their signature fan expertise, The Melbourne Stroll, the place drivers and crew principals greet followers whereas heading into the paddock. “We created it, and now it’s been copied all over the world,” Auld mentioned. “Final yr, followers have been lining up a few hours earlier than gates opened they usually’d actually dash to get to the fence for an opportunity to see their favourite drivers. The vitality and vibe is simply unbelievable.”
Not like a few of its European counterparts, the place historical past and custom outline the occasion, or races like Las Vegas, which leans closely into hospitality, Melbourne has carved out its personal identification as a premiere fan vacation spot and a staple on the Australian social calendar. Anybody who’s anybody Down Below makes their technique to Albert Park in March, not only for the race, however for an occasion referred to as Glamour on the Grid.
On Wednesday forward of the Australian Grand Prix, the pitlane and paddock turn into the backdrop for a star-studded gala attended by a whole lot of native celebrities and personalities. Michael Masi, members of Oscar Piastri’s household and F1 trainers Kim Keedle and Rupert Manwaring appeared on the 2025 occasion, together with dozens of Aussie athletes, fashions and influencers.
“I get as many requests for Glamour on the Grid tickets as I do for the race,” Auld mentioned with fun, noting individuals fly in from across the nation for the occasion. “It’s a mixture of motor racing, style and music, which suggests you don’t should be a motorsport fanatic to attend – however as soon as individuals come, they usually fall in love with the game.”
George Russell, Mercedes
Photograph by: Sam Bloxham / Motorsport Photos
The occasion was additionally underscored by the start of LVMH’s 10-year mega-deal with F1. “For Louis Vuitton to decide on us because the race the place they wish to debut [their partnership] with F1 is one thing we’re extremely pleased with,” Auld mentioned. “It speaks to how our occasion has positioned itself on a world scale.”
Melbourne has actually earned a popularity as a metropolis that embraces main worldwide occasions. “We’re the one metropolis on this planet with a grand slam and a grand prix,” Auld identified – and the complete city will get concerned. “Half the individuals flip up as a result of they wish to watch each lap of the race, and the opposite half flip up as a result of it’s an unbelievable occasion,” he mentioned. With a contract that extends by way of 2035, it is clear the Australian Grand Prix has firmly cemented its place on the calendar, and is barely getting higher every year.
Images from Australian GP – Free Observe
On this article
Be the primary to know and subscribe for real-time information electronic mail updates on these matters
Subscribe to information alerts
