430,000+ FANS
Formula 1 says the Austin race has drawn more than 430,000 fans in recent years. That kind of scale matters because it creates repeated exposure across multiple days, not one short event window.
FORMULA 1 UNITED STATES GRAND PRIX
The Weekend Is Global. The Opportunity Is Street-Level.
Formula 1 brings one of the most valuable audiences in sports to Austin for a full race weekend of racing, hospitality, concerts, sponsor activations, dinners, hotel traffic, and citywide entertainment.
The United States Grand Prix at Circuit of The Americas has drawn more than 430,000 fans in recent years, and Formula 1 has extended the Austin race through 2034. For brands, agencies, sponsors, hospitality programs, and experiential teams, that means a recurring annual window with global attention and serious marketing spend.
Kween Cab has been working COTA events since 2013. We help brands extend the race-weekend experience beyond the grandstand with pedicab advertising, sponsored rides, mobile OOH, street teams, and event support built around where the audience is actually moving.
THIS IS NOT JUST A RACE
It Is a Three-Day Brand Environment.
Formula 1 race weekend is part sporting event, part hospitality program, part concert series, and part global brand showcase. COTA packages premium hospitality specifically around entertaining clients, hosting employees, and achieving business objectives, while the wider weekend includes concerts, partner activations, VIP experiences, parking, shuttles, hotels, dinners, and downtown nightlife.
That creates more than one useful campaign window: Friday practice, Saturday qualifying, Sunday race day, pre-race hospitality, post-race concerts, hotel movement, sponsor dinners, and the traffic between downtown Austin and the circuit.
GLOBAL SPONSOR CULTURE
Formula 1 is one of the most sponsorship-intensive properties in sports. Automotive, technology, finance, travel, beverage, luxury, fashion, telecom, and consumer brands all compete for attention around the same weekend.
PREMIUM HOSPITALITY
COTA sells private and shared hospitality packages with concierge service, premium parking, food, drinks, concerts, and dedicated guest experiences. That means the audience is not only large - it includes corporate decision-makers, clients, partners, and high-value guests.
CONCERTS + ENTERTAINMENT
Race weekend at COTA includes major live music, fan entertainment, activations, and post-race programming. The audience is there for more than 56 laps, which gives brands more time and more contexts to show up.
MOBILE OOH FOR RACE WEEKEND
The Audience Does Not Stay in One Seat.
A Formula 1 campaign should not be limited to whatever happens inside the gates. Fans and corporate guests move between hotels, parking, shuttles, restaurants, hospitality events, downtown activations, sponsor dinners, and the circuit throughout the weekend.
Branded pedicabs can extend campaign visibility into those movement windows. Wraps, panels, wheel covers, driver apparel, QR codes, and event-specific messaging turn the vehicle into media that can move with the audience instead of waiting for the audience to pass a fixed sign.
SPONSORED RIDES
Turn the Ride Into Part of the Hospitality.
Formula 1 already has a strong hospitality culture. Sponsored rides fit naturally into that environment because they do something useful while keeping the brand visible.
A sponsor can cover short trips around downtown Austin, hotel districts, restaurant corridors, hospitality events, or other approved event-day routes. The guest gets transportation. The brand gets a longer interaction than another logo placement.
AUSTIN + COTA EXPERIENCE
We Have Been Working This Environment Since 2013.
Kween Cab has worked Circuit of The Americas events since 2013, including Formula 1, MotoGP, NASCAR, X Games, concerts, and other major event days. That experience matters because COTA is not a simple downtown street grid. Arrival waves, parking, shuttles, closures, weather, security, and post-event traffic all shape what is actually workable.
We do not need the buyer to become an event-transport operator. The campaign should be built around the objective, the audience, and the available operating footprint. Our job is to help translate that into something that works on the ground.
STREET TEAMS + ACTIVATION SUPPORT
Give the Media Something to Connect To.
Street teams can support the campaign with sampling, promotional distribution, QR engagement, ride pickup support, hospitality direction, and event-specific messaging. Around a sponsor dinner or off-site activation, the team can help connect the street campaign back to the experience the brand is already paying to build.
PROOF OF PERFORMANCE
Show What Happened After the Fleet Hit the Street.
Depending on the campaign, reporting can include ride counts, route activity, GPS route data, photography, activation notes, QR engagement, and other proof-of-performance elements appropriate to the program. The goal is to give agencies and brands something more useful than a few nice pictures after race weekend.
FOR BRANDS, SPONSORS + AGENCIES
Plug Into the Race Weekend You Are Already Building.
Kween Cab can work directly with brands or exhibitors, or plug into a larger experiential, sponsorship, hospitality, or media program. The assignment can be awareness, guest transportation, activation support, sampling, QR engagement, hospitality, or mobile OOH around a specific audience window.
The point is not to create a separate side campaign just because pedicabs are available. The strongest programs make the fleet part of the larger Formula 1 weekend plan.
PLANNING A FORMULA 1 AUSTIN CAMPAIGN?
Tell Us Who You Need to Reach.
Send us the dates, audience, campaign objective, and the parts of race weekend that matter most. We can help determine the right mix of pedicab advertising, sponsored rides, street teams, branding, and deployment for the opportunity.
You do not need to know the fleet size, exact route, or pickup plan before contacting us. That is part of what we are here to solve.