Formula 1 Heineken Dutch Grand Prix

The Dutch Grand Prix is a vibrant race festival blending high-speed motorsport with show and entertainment. It targets fans, friends and families, aiming to create unforgettable experiences.

The primary objective of the Formula 1 Heineken Dutch Grand Prix was to elevate the race weekend into The Ultimate Race Festival, celebrating motorsport and Dutch culture. By leveraging the iconic Zandvoort circuit, passionate fans, and local hero Max Verstappen, we aimed to create an event that resonated with both race enthusiasts and festival audiences. Our goal was to boost Friday (Free Practice) ticket sales by transforming it into Super Friday, the weekend’s unmissable kick-off. We wanted participants to immerse themselves in the rich history and thrilling atmosphere that the Dutch GP embodies, fostering emotional connections and boosting brand loyalty. Ultimately, we aspired to position the Dutch GP as a frontrunner and must-visit event on the global Formula 1 calendar, recognized for its exceptional fan experience and vibrant energy. This approach led to the Dutch Grand Prix being crowned F1 Promoter of the Year 2023 – a title we are committed to upholding.

To support our objectives, we showcased that the Dutch Grand Prix is more than a race by setting a new benchmark in F1 Fridays. We initiated brainstorming sessions to create an unforgettable experience for fans. Super Friday served as the electrifying kick-off, transforming the Zandvoort circuit into a vibrant hub of excitement. The day featured an exhilarating Opening Show by Dutch artist Snollebollekes, energizing the crowd despite the typical Dutch weather. We coordinated with FOM (Formula One Management), Red Bull, and McLaren to combine driver Q&As with the weekend opener, enhancing fan engagement. Throughout the day, adrenaline-pumping stunt shows and dynamic entertainment kept the excitement alive. Super Friday culminated in a thrilling Closing Party headlined by DI-RECT and Armin van Buuren, showcasing the first-ever drone show at a European F1 race. This unique blend of motorsport, live performances, and innovative technology redefined the event experience.