Issue 03: The PR Behind the Party: What the Miami Grand Prix Gets Right

This weekend, Formula 1 returns to Miami for the fifth edition of the Crypto.com F1 Miami Grand Prix at Miami Dolphins and Hard Rock Stadium , May 1–3, 2026. On the surface, it looks like a race weekend. In practice, it is one of the most carefully constructed communications and brand-building exercises in American sports. As someone working in sports PR, I have been paying close attention to how this event is managed, and there is a lot worth studying.

The Miami Grand Prix debuted in 2022 and has since generated more than $1 billion in economic impact in its first three years. Average visitor spend sits near $1,940 per person when tickets, accommodation, food, shopping, and transport are factored in, almost double the typical Miami tourist. It was named Promoter of the Year by Formula 1 for both 2024 and 2025, and by the judges of the Autosport Awards in January 2026. In May 2025, the race secured a contract extension that will keep it on the calendar through 2041, making it the longest contracted event in F1.

Those numbers reflect a communications strategy that has been intentional from the start. Last year, Pri Shumate, former CMO of the Miami Dolphins, Hard Rock Stadium, and the Miami Grand Prix, has said publicly: “This isn’t just a race. It’s a brand. And it’s built to reflect Miami’s international flavor, creative energy, and luxurious spirit.” The tagline they have built around is “the race that’s an experience,” and every decision made around the event is designed to reinforce that, according to Marketing Brew.

One of the most interesting PR choices the Miami GP has made is how they handle celebrity attendance. In an industry where pay-for-play access is common, Shumate has said the event takes a different approach: “We don’t do pay-for-play. We want to host celebrities who genuinely want to be here. It’s not about using them for marketing. It’s about giving them a standout experience.” The result is that celebrity attendance generates organic social coverage rather than manufactured content. In 2025, stars including Timothée Chalamet, ROSÉ, and Patrick Mahomes were all spotted at the event. The social currency produced by that kind of authentic presence is something you cannot buy directly, and the Miami GP has figured out how to create the conditions for it.

From a PR standpoint, this is a lesson worth sitting with. Authenticity in communications is something the industry talks about constantly, but it is much harder to execute consistently at scale. The Miami GP’s approach to celebrity access is a practical example of what it looks like when an organization decides that the experience itself is the pitch, not the brand placement. When the experience is built well enough, the coverage follows.

The event is also an example of how brand communications and event identity compound over time. The marketing team has been consistent in its positioning since 2022, layering in new elements like the MSC Yacht Club experience while staying anchored to the same core identity. This consistency is what allows a relatively new event to carry the weight of a much older one.

As a sports PR professional, this is the kind of case study I want to keep coming back to. It is a reminder that a well-positioned brand does not just communicate what it is. It creates situations where others communicate it for you.

Built in Public is a newsletter where Amani Marie documents her growth as a young sports public relations professional in real time. It focuses on what she is learning, what she is observing across the industry, and the people and work that stand out.

Some issues will examine moments in sports and how they are communicated. Others will reflect on career development, access, and what it takes to build in this space over time.

This is intended to be a space for learning, sharing perspective, and tracking progress along the way.