How the Australian Grand Prix has become the ultimate fan destination

The Australian Grand Prix has lengthy been thought-about top-of-the-line races on the F1 calendar for followers to attend. There’s no scarcity of GA areas with a fantastic view of the observe, 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 12 months, 44% of all attendees have been feminine, with a big portion within the 16-to-34 age vary,” Australian Grand Prix CEO Travis Auld informed Motorsport.com. This 12 months, 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 vogue home, Louis Vuitton, can be concerned because the title sponsor of the race (as a part of F1’s billion-dollar international take care of LVMH).

“There was this perception that motorsport was for guys, and we’ve been making an attempt to display 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, Pink Bull Racing

Picture by: Pink 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 classy Melbourne restaurant pop-ups, nevertheless it’s additionally grow to be a vacation spot for households. Consequently, the format of the venue has been reimagined into 4 distinct precincts, every catering to totally different audiences and making certain followers don’t must trek lengthy distances throughout the park. “We’ve 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 12 months on 12 months.” One instance of mentioned innovation is their signature fan expertise, The Melbourne Stroll, the place drivers and workforce principals greet followers whereas heading into the paddock. “We created it, and now it’s been copied world wide,” Auld mentioned. “Final 12 months, followers have been lining up a few hours earlier than gates opened and so they’d actually dash to get to the fence for an opportunity to see their favourite drivers. The power and vibe is simply unimaginable.”

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 Underneath makes their strategy to Albert Park in March, not only for the race, however for an occasion known as Glamour on the Grid.

On Wednesday forward of the Australian Grand Prix, the pitlane and paddock grow to be the backdrop for a star-studded gala attended by a whole bunch 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 amusing, noting individuals fly in from across the nation for the occasion. “It’s a mixture of motor racing, vogue and music, which suggests you don’t must be a motorsport fanatic to attend – however as soon as individuals come, they usually fall in love with the game.”

George Russell, Mercedes

Picture by: Sam Bloxham / Motorsport Photographs

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 happy with,” Auld mentioned. “It speaks to how our occasion has positioned itself on a worldwide scale.”

Learn Additionally:

Melbourne has definitely earned a repute 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 unimaginable 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 annually.