The Formula 1 battle extends beyond 300km/h racing around Albert Park to include a battle for customers.
From whiskey lounges to a $12,000 Ferrari ticket, lavish hospitality areas and citywide public relations stunts, Formula 1 teams are fighting harder than ever for influence, prestige and attention.
The invitation everyone wants
Ferrari has gone bigger than ever this year, unveiling what the brand says is its largest Australian Grand Prix client build to date.
The centrepiece was Casa Ferrari, a multi-level hospitality space inspired by the design language of the Ferrari Amalfi, the brand’s latest grand touring supercar, which made its local debut in Melbourne on Thursday.
Priced from $503,261 plus on-road costs, Ferrari clients had a chance to see this turbo V8 petrol engine up close and personal for the local debut.
Ferrari drivers Charles Leclerc and Lewis Hamilton, alongside senior team figures, were also in attendance on Thursday evening.
Tickets are strictly reserved for Ferrari clients – and they don’t come cheap.
Access across the weekend costs more than $12,000 for a three-day pass, including Thursday night’s Casa Ferrari party, making it among the most exclusive Formula One hospitality experiences at the Australian Grand Prix.
The newcomer acting like they’ve already won
If Ferrari is the established powerhouse, Audi is the ambitious newcomer, making sure everyone notices.
Audi made its Formula 1 debute this week.
Earlier in the week, Audi staged a dramatic PR stunt on Melbourne’s Yarra River, craning its crocodile-wrapped R8 supercar onto a floating barge before delivering it to the Arbory precinct.
The brand also unveiled its Audi Q3 and Formula One show car in front of sponsors, media and motorsport guests.
The brand has also secured a major footprint right next to Ferrari’s hospitality build, ensuring the two luxury rivals sit side-by-side during one of the sport’s biggest global events.
Audi is also using the moment to promote its Girls on Track program, working with Motorsport Australia to encourage young women into motorsport careers.
The German auto giant hosted a lunch event on Thursday featuring rally champion Molly Taylor and surfing icon Steph Gilmore.
Thursday evening, the team also hosted its Audi x Revolut party and debuted the Audi RS5.
For a team that hasn’t yet taken to the grid, Audi is making one thing clear, it intends to arrive in Formula 1 to be noticed – well done, team.
Quiet confidence and a citywide takeover
While some teams are chasing attention with luxury builds and headline-grabbing activations, McLaren has taken a slightly different approach during Grand Prix week, leaning into innovation, partnerships and fan engagement.
On Thursday morning, the team hosted an exclusive breakfast briefing at Albert Park, where engineers and marine scientists revealed how McLaren’s Formula One technology is being applied to help restore the Great Barrier Reef.
The project uses racing engineering principles to develop automation that can dramatically speed up coral propagation and restoration efforts.
The technology was originally known as Machine One, but the team announced it has now been renamed “Oscar”, short for Operating Systems for Coral Assembly.
But McLaren’s off-track movements don’t mean the brand has stayed out of the spotlight entirely.
Across Melbourne, the team’s partnership with Jack Daniel’s has delivered one of the most energetic fan activations of the week.
A Warm-Up Party at Middle Park Hotel on Thursday night, just outside Gate 1 of Albert Park, officially kicked off the celebrations, with McLaren driver Oscar Piastri appearing alongside fans to launch the event.
Building the biggest footprint at Albert Park
If one team appears determined to dominate the off-track race this year, it’s Mercedes.
The German powerhouse has significantly expanded its footprint at Albert Park, delivering what it says is its largest activation yet during the Australian Grand Prix.
At the centre of the operation is the Mercedes-AMG Lounge and expanded Mercedes-AMG Grandstand, which together will host more than 5,000 customers and fans across the four-day event.
The footprint now stretches across 145 metres of trackside viewing, making it one of the biggest hospitality offerings anywhere around the circuit.
But Mercedes hasn’t just gone bigger, it’s gone more premium.
Inside the lounge, guests are treated to a pop-up dining experience from Melbourne’s renowned Tipo 00 restaurant, with head chef Andreas Papadakis designing an exclusive menu for the partnership.
Beyond the food and hospitality, classic Mercedes models are on display throughout the week, while the Mercedes-Maybach SL 680, one of the brand’s newest ultra-luxury convertibles, is also making an appearance inside the AMG Lounge.
The team’s iconic Thursday night party again brought drivers and senior team figures into the space, giving guests the rare opportunity to mingle with some of Formula One’s biggest stars away from the paddock.
While others are trying to make noise around the Australian Grand Prix, Mercedes is quietly reminding the field it remains one of Formula One’s most powerful and polished brands, both on and off the track.
Porsche celebrates 75 years
A landmark year for Porsche in Australia saw the brand celebrate 75 years in our country.
The brand commissioned four special cars – a Panamera, Cayenne, Macan and Taycan – that pay tribute to different parts of the country through its “Exclusive Manufaktur” customisation program.
Porsche also had a significant hospitality presence at its usual spot on the exit of turn two, where guests could take a closer look at two new models in the Porsche Cayenne Turbo Electric and the hybrid-powered 911 Turbo S, cars that are capable of reaching 100km/h in just 2.5 seconds.
The electric Cayenne has a particularly neat party trick in that it can be topped up wirelessly through an inductive charging mat – tech we’ve never seen before.
Ford’s Formula One comeback year
While Red Bull continues its dominance on track, its engine partner, Ford, has used Grand Prix week to make a statement of its own.
Earlier in the week, Ford hosted guests at Calder Park Raceway, where attendees experienced high-speed ride-alongs with Daniel Ricciardo and Supercars champion Broc Feeney.
Guests were strapped into machines, including the Ford Racing Raptor T1+ Dakar truck and the Red Bull Ampol Racing Mustang Supercar.
Back at Albert Park, Ford has also hosted a series of invite-only gatherings, including Inner Circle VIP events and private dinners bringing together Red Bull figures, Ford executives and members of the Ford family.
If Melbourne is any indication, the company is making it clear its comeback won’t be quiet.
The quiet newcomer
While some teams are competing loudly for attention, Cadillac has taken a more measured approach during its first major Formula One presence in Melbourne.
The American luxury brand kicked off Grand Prix week with an exclusive launch event at Marmont on Tuesday evening, drawing a crowd of celebrities, executives and motorsport insiders, including actor Terry Crews.
The event also doubled as the Australian showcase for two of Cadillac’s newest electric models, the Optiq and Vistiq, both expected to arrive in Australia soon as part of the brand’s global expansion.
Guests were given exclusive access to hear from Valtteri Bottas and Cadillac’s President Mark Reuss.
Throughout the week, Cadillac has established a strong presence across Melbourne and Albert Park, including the Cadillac Riverside Lounge at Crown’s Riverwalk, where guests can experience the brand alongside food and hospitality curated by Marmont.
At the circuit itself, the company has also launched “Cadillac by the Track”, a dedicated fan engagement zone showcasing the brand’s vehicle line-up, a Formula One show car and lavish sound experiences.
Executives and partners will also be hosted inside Cadillac’s private Laneway Suite.
For a company yet to take its first lap on the grid, Cadillac’s presence in Melbourne sends a clear signal.
The newcomer may be quieter than some of its rivals, but clearly, they are here to stay.
Aston Martin’s whisky, luxury and city takeover
Aston Martin has taken a citywide approach to Grand Prix week.
Through its partnership with Glenfiddich, the team has launched the Skyline Bar at Crown, a pop-up combining motorsport, whisky and gastronomy.
Fans can experience racing simulators, rare Glenfiddich tastings and a display of Aston Martin performance cars, alongside dining experiences curated with Nobu chef Nobuyuki Matsuhisa.
The activation runs across the entire race week and shows how Formula One teams are increasingly competing for presence even off-track.
