Over the weekend of the Formula 1 Miami Grand Prix, motorsport journalist, historian and award-winning podcaster, Elizabeth Blackstock, spent time with Red Bull’s American division. In a special feature for Motorsport Week, Elizabeth shows us that in Miami, Red Bull is more than just a race team.
Stepping inside Red Bull Racing’s 1,500 square-meter Energy Station is like entering a fairy tale universe where all your greatest Formula 1 dreams can come true — yet it’s only one small part of the energy drink brand’s multifaceted activations at the 2026 Miami Grand Prix.
I was invited to join Red Bull’s US arm for a weekend of fun in the sun [and rain] in Miami, and while I’ve always had a certain idea of the work that goes into members of the media at a Grand Prix, I walked away from the weekend with a far deeper appreciation for those efforts, because they’re the efforts that transform Red Bull from an energy drink company into a formidable cultural icon that speaks to the heart of the new American fan.
When media arrived on Wednesday, it was to an event weeks in the making: VCARB’s livery reveal. Red Bull’s chameleon-like sister team debuted a new, eye-catching yellow-green livery designed to promote the company’s latest Summer Edition. A crowd had packed itself in the confines of an intimate locale called Kiki on the River, phones raised well before a single driver entered the room in an effort to capture the lush floral décor spilling from the ceilings. A small stage had been set up along the dock.
There, drivers Liam Lawson and Arvid Lindblad joined VCARB Team Principal Alan Permane and CEO Peter Bayer for a few questions, but before long, the star of the show arrived: The freshly altered VCARB03, delivered via DJ Khaled’s yacht. Drinks flowed, photos were snapped, and artist Dillon Francis took over the DJ booth to keep the party going well into the night. It was only the first day of the Miami Grand Prix, but Red Bull was well prepared to dive in headfirst.
How Red Bull is a well-oiled machine off-track, too
Throughout the weekend, multiple members of the Red Bull staff shared their belief that the Miami Grand Prix is their most challenging — and rewarding — event of the year. Preparations for 2026 kicked off the moment the checkered flag flew on 2025’s edition of the race, drawing in almost every department of the company to work a little magic. Things only ramped up in the weeks ahead of the Grand Prix, and during the weekend itself, days were long: Our Red Bull hosts were ready bright and early to escort media to our day’s activities, and they remained hard at work until dinner wrapped up in the wee hours of the following morning. At no point did their smiles falter. At no point did a bump in the road derail their plans.
And the plans were intricate. After Wednesday’s livery reveal came a Thursday morning at the track. Max Verstappen and Isack Hadjar were both brought out to the Red Bull Energy Station, where they conducted a series of interviews with various publications at a rapid clip before taking part in some team-organized filming. Then, our Red Bull hosts escorted us to the paddock for another round of conversations with the VCARB duo.
For most folks, just arranging the opportunity to speak to an F1 driver would be a job well done. For Red Bull, it was only the beginning.
As practice and sprint qualifying kicked off at the Hard Rock Stadium, Red Bull packed media onto a shuttle bound for Homestead-Miami Speedway for its Driver Seat program. The purpose? To learn how to drive a Formula 4 open-wheel car, to snag a hot lap in an Australian Supercar courtesy of Jamie Whincup, and to go off-roading with Baja winner Christopher Polvoorde. The ideal blend of authentic racing and incredible novelty.
A hot lap with Jamie Whincup and a go in a Formula 4 car was certainly a treat! Image: Elizabeth Blackstock
‘Red Bull works hard to turn the Miami spectacle into strength’
One of the most fascinating elements of the Red Bull program is how it positions its athletes. Yes, Isack Hadjar and Max Verstappen were hard at work throughout the weekend, but countless other sports personalities were on hand all weekend. Whincup and Polvoorde were able to flaunt their skills at Homestead, but the centerpiece of the weekend was the trackside Red Bull Energy Station. Yet simply branding it a “hospitality experience” would be a major disservice; it’s more akin to joining the exceptional milieu of the Red Bull athlete program for the weekend.
Nestled between Turns 11 and 12, the Energy Station is a two-storey structure featuring several tiers of outdoor viewing platforms, an indoor (and air conditioned) lounge, multiple bars, and a gourmet menu that rotates each day. Yet everywhere you look is some of the finest talent in the sporting realm. American football fans could mingle with Arch Manning and Amon-Ra St. Brown. Those with a bent toward more extreme sports could chat with wakeboarder Meagan Ethell, skateboarder Leticia Bufoni, or snowboarder Jake Canter. A stage featured iconic Red Bull breakdancers and appearances from key Red Bull F1 personnel. And that’s not even taking into account the celebrities who stopped by for a drink and a stunning view.
Crossover appeal at an event like Miami is key, and Red Bull’s emphasis on humanizing excellence has resonated with American audiences in a unique way. We fell for the sport thanks to the drama-heavy Drive to Survive, which lifted the lid on a universe that once felt inaccessible. More than that, Red Bull not only understands the shift but has helped engineer it.
Red Bull certainly know how to put on a weekend. Image: Elizabeth Blackstock
From afar, the Miami Grand Prix can look like a whole lot of spectacle without much substance, but Red Bull works hard to transform that spectacle into strength.
Modern Formula 1 has moved beyond just racing. Today, a Grand Prix is a major cultural event — one that threads racing into the fabric of celebrity, music, fashion, culture, and entertainment in a way that feels natural.
Spend enough time with Red Bull during a race weekend, and something becomes clearly apparent: The traditional barriers separating you from the action dissolve. You can scale the paddock walls, chat with top-notch athletes, and play at being a race car driver yourself — and you’re going to feel like you belong while you do.
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