T his week barely a day has gone by without a team announcing a new commercial deal around the Austin Grand Prix — the most traditional of the three US races on the calendar alongside its more glamorous but newer counterparts Miami and Las Vegas. If you’re in the paddock at the Circuit of the Americas you can eat the same Chipotle burrito order as the Haas drivers Kevin Magnussen and Nico Hülkenberg. The premium fashion brand Cherry Los Angeles has partnered with Red Bull for a second exclusive collection, which Max Verstappen and Sergio Pérez attended the launch party for on Wednesday evening.
McLaren are running a special livery for their sponsors Google Chrome, while Alpine, collaborating with Xbox, have unveiled an Indiana Jones-themed livery. That is only a tiny fraction of the booming commercial landscape as Formula 1 truly breaks into the United States..
