Audi delivered an ultra-premium Formula 1 weekend experience during the Miami Grand Prix, offering select guests exclusive access to the automaker’s newly launched Turn 1 Club as the brand continues its debut season in F1. Designed around luxury hospitality and front-row race viewing, the experience highlighted Audi’s growing presence within motorsport culture.
Hosted during the May race weekend in Miami, Audi provided attendees with a fully curated itinerary that included accommodations at the 1 Hotel South Beach, private transportation in the 2026 Audi SQ7 and access to the elite Paddock Club area inside the circuit. However, the centerpiece of the weekend was Audi’s private Turn 1 Club activation, positioned directly beside one of the most intense corners on the Formula 1 track.
Turn 1 is widely known among Formula 1 fans as a critical section of the race where overtakes, aggressive positioning and collisions frequently occur during opening laps. The Miami race proved no different, with major battles unfolding immediately after the start involving drivers Kimi Antonelli, Max Verstappen and Charles Leclerc. Guests inside the club were given a clear, air-conditioned front-row view of the action while enjoying luxury dining, lounge spaces and live race feeds throughout the venue.
The three-story hospitality space also featured immersive experiences including professional racing simulators and a display model of the Audi Revolut F1 race car. Audi executives, team representatives and private clients gathered throughout the weekend, reinforcing the company’s effort to establish deeper connections between luxury lifestyle culture and Formula 1 entertainment.
Beyond hospitality access, attendees were also granted entry into the pit lane and Audi’s Formula 1 garage, offering a closer look at the extensive coordination required behind the scenes during race weekend operations. Additional activities included a private track session featuring Audi RS 3 vehicles and a pitch-side visit to an Inter Miami CF match featuring Lionel Messi.
As Audi continues building momentum in Formula 1, the Miami Grand Prix showcased how the automaker plans to combine motorsport performance with premium lifestyle experiences for fans, partners and private clients alike.
