Global Brands Gravitate to Sphere’s Exosphere for Las Vegas Grand Prix

This weekend, F1 fans can expect a visually enthralling experience, as custom real-time content tracks across the world’s largest LED screen of the Sphere, as part of the official broadcast for the Las Vegas Grand Prix.

Global brands off the mark with Sphere advertising campaigns during the major sporting event include Google, American Express, Aston Marton, Puma, and Mercedes Benz.

In the lead-up to the inaugural Las Vegas Grand Prix, a highlight of the 2023 Formula One World Championship, Race Week commenced on Wednesday with The Netflix Cup, marking the first live-cued content on the Exosphere, the 1.2 million LED lights on the exterior of the Sphere. This Saturday’s race will continue to see exclusive Sphere Studios content for the race.

Located along the race track, Sphere’s Exosphere will offer unique viewing angles, including an aerial perspective, ensuring an immersive experience for millions of F1 enthusiasts worldwide.

However, as a precautionary measure for drivers, race organizers have reportedly banned red, yellow, and blue from appearing across the Sphere’s exterior. These colors have been identified as distracting for drivers. It is not ideal for Google, whose logo features those exact colors, but the ban applies explicitly while the race is in action.

The integration of technology, sports, and marketing on such a grand scale is set to redefine the Grand Prix experience, according to Joel Fisher, Executive Vice President of Marquee Events and Operations for MSG Entertainment.

Beyond the color block across the 1.2 million LED lights on the exterior of the Sphere, all 20 drivers and their cars will be showcased, along with F1 helmets, creating a backdrop for fan photos. Fans can also look forward to seeing themselves featured on this gigantic screen, according to the organizers.

“This is the inaugural year for both Sphere and the Grand Prix in Las Vegas. We are ready to showcase Sphere to our global audience via F1 – both in person in Las Vegas and watching around the world – demonstrating the unparalleled technological and creative capabilities of the Exosphere,” said Fisher.