Formula 1 is planning a multi-day event “spectacular” early next year, in a bid to hype up racing fans and bring new viewers into the tent.
The event will be called F1 Live Milan, and will be held in Milan, Italy Feb. 18-20.
While specifics are still being hashed out, it will include a fan fest that will be held over the course of the three days, with a headlining event called F1 The Show, which will include appearances from all of F1’s drivers and team principals, as well as live music and entertainment.
F1 previously held a live event in London in 2025, tied to the sport’s 75th anniversary, but the racing circuit, which has a media deal with Apple TV in the U.S., is planning an even bigger venture for the new installment.
F1 remains an emerging sport in the U.S., and the new event, which will stream globally, is part of the push to grow the sport’s fanbase stateside, even as it engages fans elsewhere around the world. Among other moves, the circuit, which is owned by John Malone’s Liberty Media, added a new U.S. team in Cadillac earlier this year.
There are also a number of North American races on the annual calendar, including in Austin, Texas, Montreal, Mexico City, and of course the high-profile races in Miami and Las Vegas, where F1 is establishing a year-round experiential space.
“We are always thinking big and pushing boundaries, and F1 Live Milan is going to be an incredible experience created with our fans at its heart,” Formula 1 president and CEO Stefano Domenicali said in a statement. “We want them to feel that they are not simply watching the sport, but they are truly immersed in it. It is an important part of our ongoing ambition to bring Formula 1 closer to fans than ever before, giving them the chance to see their heroes up close and experience the energy, innovation, and emotion that make Formula 1 so unique. As F1 continues to reach new audiences around the world, racing will always be our soul but we also want to create unforgettable experiences that bring the excitement of Formula 1 to life on an even bigger scale and continue to explore what is possible.
“Building on the extraordinary success of F1 75 in London, F1 Live Milan will transform the city into a Formula 1 festival for three unforgettable days, bringing people together from across the globe to celebrate everything they love about our sport,” he added. “I know my fellow Italians will offer a fantastic welcome to fans traveling to F1 Live Milan and I cannot wait to see the city come to life with Formula 1 energy, creating memories that will last a lifetime.”
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