Aston Martin F1 Team used Miami Grand Prix week to build something broader than a race result. Across the city, the team rolled out a slate of activations designed to meet fans on their own terms, translating its I/AM platform into live experiences that ranged from wellness and nightlife to premium hospitality.
The Celsius Run Club 5K crystallized the approach. Hundreds turned up not only to run, but to connect—some in No. 14 Fernando Alonso caps, others new to the sport entirely. The mood underscored a simple idea: Formula 1 in the United States has become a shared occasion as much as a competition, and teams are tailoring their presence accordingly.
That spectrum of fandom shaped Aston Martin’s on-the-ground plan. The team’s I/AM fan program took physical form through a mix of events that welcomed both diehards and first-timers, offering touchpoints far beyond the grandstands.
At the Miami Fan Fest, Aston Martin’s Stilt House operated less like a static sponsor booth and more like a community hub. The space hosted Pilates sessions, workouts with Kendall Toole, and a relaxed hangout area—an accessible slice of race-week energy for those not spending the entire day at the circuit.
Rob Bloom, Aston Martin F1 Team’s chief marketing officer, framed the philosophy driving the week. “We have a fundamental belief that F1 is for everyone. So over the last 15 years, we've seen the sport grow hugely on a global basis. It was around 68% growth in fan base since 2018. It's brought in a whole new demographic of fans. In the States, in particular, younger, female fans, and the sport is so much better for it.”
The programming extended from fitness to nightlife. Aston Martin and Celsius routed runners through Downtown Miami for the 5K, then later flipped Palm Tree Club into a late-night afterparty headlined by The Martinez Brothers. Meanwhile, at the Aston Martin Residences, Glenfiddich and CoinPayments hosted an “After Dark” upscale hospitality experience for partners, guests, and fans seeking a more intimate setting.
Inside the race grounds, Glenfiddich added another branded touchpoint, ensuring the team’s presence was as visible at the circuit as it was across the city. On paper, these experiences were markedly different; in practice, they served the same purpose—creating inclusive, varied entry points into Aston Martin’s culture.
The net effect was a Miami program designed around how people actually engage with F1 today: as a community, a lifestyle, and a sport. Rather than focus solely on Sunday’s scoreboard, Aston Martin used the week to deepen relationships with both established supporters and newcomers.
What to watch next: whether this multi-layered blueprint appears at future race weekends, how partners continue to plug into these formats, and how teams measure success as off-track engagement becomes as vital as on-track performance.
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*Originally published on [News Formula 1](https://newsformula.one/article/aston-martin-turns-miami-gp-week-into-a-fan-first-festival). Visit for full coverage.*