• by Tanya Gazdik , Yesterday

This past weekend’s Las Vegas Grand Prix is in the rearview mirror, but several brands are still showing off their activations. 

Mercedes-Benz USA projected 360-degree designs on The Sphere in Las Vegas using a split-screen technique created by Merkley + Partners and Nexus.

Across 580,000 square feet of LED lights, onlookers experienced a wraparound image featuring various AMG GT models. From the north, the vehicle appeared to drive toward the viewer, while from the south, it appeared to drive away — creating a panoramic illusion. 

One of the vehicles featured was the highly exclusive Mercedes-AMG GT 63 APXGP edition, with equipment details that closely mirrored vehicles in this year’s blockbuster hit, “F1: The Movie.” Also shown was the Concept AMG GT XX, a high-performance EV that features ultra-fast charging and next-gen EV technology. 

Other brands that activated at the race include dHeineken Silver, the naming rights sponsor for the race, and MGM Resorts International, a founding partner with an extended agreement through 2030. The event featured new licensees and sponsors including LVMH, PepsiCo, Hello Kitty, The Walt Disney Co. and PwC. 

You can’t have a F1 race without champagne, and Moët & Chandon came back as the official champagne of Formula 1. The brand, which initiated the champagne-on-the-podium tradition back in 1950, marks a return as a sponsor for the next 10 years.

Moët & Chandon chose Leroy Tremblot, a design agency specialized in sport, to imagine the entire new post-race ritual and deploy a global visibility platform across all Formula 1 Grand Prix races worldwide.

The effort included branding and visibility assets placed throughout key areas of the circuit (on-track signage, parc fermé, mixed zone, cool-down room, podium) to strengthen the brand’s impact in the F1 universe with the brand’s new color, red.

Peloton showed up in Las Vegas as the official fitness partner of the Formula 1 Heineken Las Vegas Grand Prix 2025, marking a first-of-its-kind collaboration. The fitness brand transformed the Awakening Theatre at Wynn Las Vegas to produce a suite of experiences, including cycling, running and strength classes on Nov. 21-22.

To extend the activation beyond Las Vegas, Peloton is launching its Formula 1 Las Vegas Grand Prix 2025 Class Collection on its platform for members to use wherever they work out. The four classes were recorded in Las Vegas.

Peloton also captured scenic content on the Las Vegas Strip Circuit, giving members the chance to ride or run the iconic 3.8-mile course, all 17 turns, directly from their bike or tread. The Las Vegas Grand Prix Scenic experience will be available on the Peloton platform starting Nov. 25.