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.
