For several years, YKONE has been present in the paddocks of the most iconic Formula 1 Grand Prix, working with key sponsors and hosts. Alongside activations for Experience Abu Dhabi and MSC Cruises, YKONE also partners with Visit Las Vegas through a three-year collaboration around the Las Vegas Grand Prix. Last season, our team hosted global celebrities like Shraddha Kapoor, Jason Statham, and Eva Longoria, leveraging our hospitality expertise to create unforgettable experiences and connect brands with audiences worldwide.
YKONE is back on track, taking its collaboration with Formula One on a global level, and kicking off the U.S. season at the Austin Grand Prix.
A select group of creators joined the activations, including athlete couple Hunter and Tara Woodhall, who together reach several million followers and brought their audience along for the ride, from the thrill of the paddock to exclusive behind-the-scenes moments. Meanwhile, global creator Hannah Stocking (27.3M followers) was activated for MSC Cruises, YKONE’s longstanding client and official Formula 1 partner, to showcase the exclusive VIP MSC x Formula 1 experience to her community.
Beyond the track, YKONE extended the Formula 1 excitement into downtown Austin by supporting the launch of The F1 HUB, the new must-visit destination of the Grand Prix weekend. Fans could explore exclusive Formula 1 merchandise and immersive experiences, elevating their race-weekend journey. Local creators and media, including 365 Things, Lauren Warnke, and Rachel Thornton, brought the pop-up to life with authentic storytelling and strong local resonance thanks to YKONE activations.
With activations across iconic Grand Prix, from Amsterdam and Monza to Singapore, Mexico, Las Vegas, Abu Dhabi, and now Austin, YKONE continues to extend the Formula 1 journey, connecting creators, brands, and fans to celebrate the sport’s energy worldwide.
About the Global Creator Network
Launched in Amsterdam at the Dutch Grand Prix, the Global Creator Network brings the world of Formula 1 closer to audiences worldwide. Created by YKONE, it partners with leading creators and gives them the opportunity to attend multiple races and events, providing unique and exclusive access to the sport while combining education, entertainment, and immersive storytelling. This initiative helps grow engagement, nurture fan communities, and highlight the cultural and lifestyle dimensions of Formula 1 beyond the track.
